From opens to outcomes: Modern methods for measuring communication impact

Internal communication teams have graded themselves on deliverability and open rates. Did someone see the message? That is different from whether the message moved that person to act—or whether that action contributed to an outcome the business cares about.

Retention. Safety and compliance. Productivity. These outcomes are built from thousands of employee actions: completing training, following a new procedure, finding the right information, or choosing to stay. Communication creates value when it helps employees take those actions and when the organization can connect them to measurable results.