G4S, the world’s leading security solutions group, needed a system that’s easy to use and allows for data segmentation and targeting. All email templates had to be designed in line with G4S’s branding guidelines. Plus, G4S needed to restrict access to sensitive internal content sent to employees.
G4S used an email solution to communicate with employees that was complicated and did not track engagement metrics such as opens and clicks, according to Denya Dessena, Communications Project Manager for G4S. Before deciding on a new email engagement solution, G4S drew up a list of requirements. The system needed to be easy to use and allow for data segmentation and targeting. All email templates needed to be designed in line with G4S’s branding guidelines and, if required, able to accommodate multiple languages. Plus, G4S needed to restrict access to sensitive internal content sent to employees.
G4S chose Newsweaver, as it answered all their requirements such as ease of use, unrivalled help and support, and a real understanding of the specific needs for an internal email communications tool. The first step for G4S was working with the Newsweaver team to design branded templates for newsletters (multiple messages) and flyers (single messages). To meet security concerns Newsweaver restricted the IP range that could access the email messages to internal IPs only. Ongoing targeting and segmentation requirements were addressed with Newsweaver’s activity based search facility to create lists based on G4S’s custom data fields.
G4S are very happy with the ROI on their email internal communications and have achieved the goals they set. They’re seeing a steady increase in open rates. Plus, they’ve seen an increase in traffic to the company intranet – another KPI measurement of their ROI success. Denya says “We’ve had requests from people within the organization to be added to our mailing list. This tells us the content is relevant and useful, which is great direct feedback.”
The ease of creating, sending and tracking emails through their Newsweaver account has allowed G4S to increase the frequency of their communications. By using Newsweaver’s activity based feature, Denya can ensure emails are highly targeted and timely by segmenting based on G4S’s defined custom fields.
The reporting and analytic tools give G4S the ability to review engagement, including opens and clicks. For example, should there be a mandatory policy advisory, Denya says they’re able to see who has and hasn’t engaged with the information. They also use their business intelligence for both improving results and editorial guidance. They recently used the reporting to re-evaluate a communication they were sending and by tweaking the content got a 10% lift in responses.
Another great result for the team has been that over 11 regional offices so far have joined up to use Newsweaver for their own communication needs. Denya is able to ensure they use correctly branded templates – which also support the multiple language requirements of a global company. “The system is easy to use and intuitive. You don’t have to be technically savvy, and it has greatly increased the effective use of our email communications.”
“The system is easy to use and intuitive. You don’t have to be technically savvy, and it has greatly increased the effective use of our email communications.” Denya Dessena, Communications Project Manager, G4S