NHS Internal Communications Email Analytics 2024

Why Email Remains the Channel of Choice for NHS Teams

While the rise of new communication tools has diversified internal communication channels, email remains the preferred medium for NHS teams. Its benefits are clear:

• Speed: Email allows quick dissemination of critical information across large, dispersed teams.
• Measurability: Email platforms like NewZapp Trusted Delivery provide robust analytics that offer insights into open rates, click-throughs, and engagement levels.
• Reliability: Emails are trusted to deliver essential updates consistently.
• Affordability: Email is a low-cost option, making it ideal for NHS organisations with limited budgets.

When communicating key updates or urgent messages across multiple teams, email enables targeted, timely communication. It’s particularly valuable for reaching deskless workers or employees who aren’t constantly connected to other platforms, such as the intranet.

For further reading on the continued importance of email in internal communications, see Forbes’ article on the role of email in employee engagement. 

The Link Between Staff Engagement and Organisational Success

Research shows that engaged NHS staff directly impact patient outcomes. A 2015 study by The King’s Fund found that organisations with engaged employees saw:

• Better patient experience
• Fewer errors and lower infection rates
• Stronger financial performance
• Higher staff morale and lower absenteeism

Engagement isn’t just about morale—it’s about creating a positive working environment that translates into tangible results, both for staff and patients. With email being a key tool for engagement, measuring the effectiveness of internal communications can make a significant difference.

For more details on the impact of staff engagement, explore The King’s Fund research on leadership and engagement for improved NHS outcomes.

Using Data to Drive Internal Communication Success

The most critical takeaway from this report is the importance of data in shaping internal communication strategies. Without data, you’re working blind, unable to identify areas for improvement or measure how effectively your messages are being received. Data allows you to:

• Track engagement: Understand how many employees open your emails and interact with the content.
• Refine your messaging: Use insights to tweak subject lines, calls to action, and content to increase engagement.
• Identify trends: Monitor the time of day or day of the week when your emails get the best responses.

One of the key strengths of using a platform like Trusted Delivery is the access to in-depth email analytics. By benchmarking your performance against the data provided in this report, you can improve your strategy and ensure that your internal communications resonate with your audience.

The Challenges of NHS Internal Communication

Let’s not sugar-coat it: as an NHS internal communicator, you face unique challenges. You are tasked with engaging large, diverse audiences—including overworked staff—on limited budgets, all while competing for their attention amidst countless other priorities. These audiences may include frontline healthcare workers, administrative staff, volunteers, and senior leaders, each with varying needs and communication preferences.

But you’re in this role because you want to make a difference. Through effective internal communication, you can support staff morale, improve team cohesion, and ultimately contribute to better patient care. By adopting a data-driven approach and focusing on continuous improvement, you can transform your internal communications from functional to impactful.

Conclusion

In the fast-paced and resource-constrained environment of the NHS, data is your greatest ally. By measuring the success of your internal communications, you can identify areas for improvement, tailor your messages more effectively, and engage staff in a meaningful way.

If you take one thing from this report, make it this