Setup : a tighter format and targeted dashboards
The system deployed relies on a highly editorialized approach, prioritizing the quality of information over quantity.
At the heart of the project is a monthly internal newsletter, designed for quick, concise reading. To maximize impact among employees, the format was deliberately limited to around a dozen carefully selected articles, organized into a maximum of four thematic sections. This tightly curated selection helps maintain a clear editorial line and avoid information overload. Thanks to automated collection through Sindup, the distribution frequency was doubled, moving from bimonthly to monthly, without increasing the workload.
In addition to the company-wide newsletter, the system was extended to other departments within marketing. Dedicated thematic dashboards were set up, notably to track news on manufacturers and competing products. The platform also offers the flexibility needed to quickly create ad hoc folders or temporary analysis spaces whenever a new topic emerges.
The results : strong engagement and productivity gains
After one year of deployment, the system led by the marketing research officer shows very positive results.
- In terms of engagement, the monthly newsletter boasts an open rate of over 80%, reflecting the strong perceived value of the content and its successful integration into employees' daily habits.
- Operationally, automating the collection and layout process has generated considerable time savings. Access to detailed readership statistics allows for ongoing analysis of the most-read topics and fine-tuning of editorial curation over time.
