Internal communication is often one of those areas we feel is working — but rarely know for sure. Are people actually paying attention to our messages? Did they understand them? And, perhaps most importantly: did it make any difference?
The effectiveness of internal communication shouldn’t be left to guesswork. Just like any other strategic area in a business, it can — and should — be measured. But how exactly do you measure something that can feel so intangible?
Let’s walk through why it matters, what you can measure, and how you can do it — even with limited resources.
Simply put: you can’t improve what you don’t measure. If you don’t have feedback or data on how your communication is performing, you’re essentially flying blind.
Measurement also helps you prove that internal communication brings real business value. It’s not just about being nice or informative — it influences engagement, trust, and even retention. Plus, when you know what works and what doesn’t, you can craft far more targeted, relevant content.
Many teams start (and stop) with basic metrics like open rates. While those are useful, they only show you whether people saw the message — not whether it landed.
A more complete approach includes:
The good news: measuring the effectiveness of internal communication doesn’t require expensive tools. In fact, you may already have most of the data you need — you just need to use it intentionally.
Start with basic analytics — email open rates, intranet visits, mobile app usage. These are your baseline indicators.
Then add pulse surveys — short, one-question check-ins directly after a message. Something as simple as “Did this message help you?” can tell you a lot.
Don’t underestimate the power of qualitative feedback either. Focus groups and one-on-one interviews can reveal how employees really feel about communication.
For best results, combine data: after a major campaign, review open and click rates alongside employee feedback and behavioral results.
One manufacturing company tracked open rates for their weekly mobile newsletters and discovered that messages sent at 5:30 AM, before the morning shift, had six times higher engagement than messages sent later in the day.
Another company tapped into employee ambassadors to share personal stories via their internal app. These posts generated 10x more interaction than traditional top-down messages from leadership.
The key is not just to collect data — but to analyze and act on it.
If your open rates are low, don’t panic — ask why. Was the subject line too vague? Was the timing off? Was the content relevant?
It’s also important to combine quantitative metrics (clicks, opens, responses) with qualitative insights (how people felt about the message). That’s what gives you the full picture.
And perhaps most importantly: be transparent. If you're asking for feedback, let people know what you're doing with it. Share what you've learned — and what you'll change as a result.
Measuring the effectiveness of internal communication isn’t just a reporting task — it’s a tool for building smarter, more human, and more impactful content.
You don’t need to do everything at once. Start small. Measure what matters. And let the data guide you toward communication that actually connects.
