Improving email performance.

Time flies. Back in March I posted about We Are Acuity partnering with the Stellantis Performance Academy on the brief of increasing engagement, improving communication and building community with its network of over 700 local franchise partners across more than 450 sites. I thought it was overdue an update.

Lots has happened year to date with various projects delivered…branding & logos, guidelines, tone of voice, personas, mission, purpose & vision, as well as disruptive recruitment programmes aiming to attract new talent into the Stellantis network. All great stuff and really enjoyable work.

But one of the biggest objectives was to improve email communication. Like many organisations the Stellantis Performance Academy rely heavily on email to communicate latest news and important information with their audience. But a mix of outdated systems and manual data processes meant the team didn’t have the agility they needed to communicate effectively. Often the team needed to write their own emails, a drain on their time and a killer for brand and tone of voice consistency. And if anything, too many emails were being fired off without a structured plan in place. Taking the time to evaluate all of these elements (and more) allowed our team to make the right recommendations for the client.

Enter the implementation of the Poppulo internal communications system, plus a series of superbly designed email templates (hats off to Graeme Airey) all expertly written in the new and approved tone of voice (lovely work Catherine Bissell). Whether it be a new training course, product launch, an accreditation update, an event invite or joining instructions, the team now has the agility and elements they need to communicate relevant news to the right audiences at the right time.

But pretty design and lovely copy only counts for so much, what about results so far?

✅ Over 100,000 email sends from the new system
✅ Average open rates over 40%, and as high as 90% on specific campaigns
✅ Average click to open rate over 28%, significantly above benchmark for internal comms
✅ Average click rate over 12%, significantly above benchmark for internal comms
✅ Clear data insights on the best days and times to communicate via email

So there you have it, a really encouraging start mixing the perfect blend of strategy, systems, design and copy to return strong results. And there’s more to come, we’re just getting started.

If you fancy getting your multi-location business all on the same page, with that little bit of local magic, we are the Internal Communications (IC) experts. We're eager to partner with ambitious businesses in 2024 and 2025. You can get in touch with We Are Acuity today for a FREE internal communications audit just click right HERE.