"The Design of Effective Public Digital Organisations: Incorporating Innovation and Email Marketing Strategies"

"The Design of Effective Public Digital Organisations: Incorporating Innovation and Email Marketing Strategies"

Society needs effective public organizations, and in today's digital age, this effectiveness extends to being digitally effective as well. Public works should be transparent and equally accountable for their performance, if not more so than private organizations. Just like strong tech-product companies, public organizations must constantly innovate and create new value for their customers and their business.

Successful digital products are often the result of long-lived, multi-disciplinary teams that have the power to shape their own work. These empowered product teams are essential in translating organizational strategy into actionable plans that can be efficiently executed. In fact, an executive team designed to support empowered product teams is more likely to be successful than one designed around other goals. Empowered product teams take on the responsibility of delivering value for customers, while the functions within the organization focus on building organizational capability.

This approach mirrors the actions taken by Steve Jobs when he returned as CEO of Apple. He believed that conventional management stifled innovation, so he made bold moves to restructure the company. By laying off general managers, combining functional departments, and putting the entire company under one P&L, Jobs created a functional organization that prioritized innovation and allowed for greater collaboration.

While public organizations can learn from the strategies of successful tech-product companies, they can also benefit from incorporating effective email marketing practices. Email marketing has consistently proven to be one of the strongest marketing channels, with a remarkable return on investment. With more than 4 billion people using email worldwide, it's a powerful tool that should not be overlooked.

To achieve a good email open rate, it's important to track and analyze your open rates over a full quarter. On average, a good open rate across industries is around 17%. However, specific industries may have higher or lower open rates. For example, religious organizations, primary and secondary education, and government agencies and services tend to have higher open rates, while consulting and training, retail, and automotive services have lower open rates.

To improve your email open rates, focus on crafting compelling subject lines. Short, attention-grabbing subject lines with personalization and numbers tend to perform better. Additionally, ensure that your emails comply with email marketing regulations like the CAN-SPAM Act and GDPR. By using proper spelling and grammar and paying attention to the email data you have, you can personalize your emails and send them at the right time to maximize engagement.

It's also crucial to optimize your emails for mobile devices since they account for a significant percentage of email opens. Finally, take advantage of the power of personalization. Roughly 88% of marketers in the United States have seen measurable improvement in campaign performance thanks to personalization. Sending emails in recipients' time zones and tailoring content based on their preferences can make a significant difference in engagement.

In conclusion, designing effective public digital organizations requires a combination of innovation strategies and effective email marketing practices. By empowering product teams, organizations can foster a culture of innovation and value creation. Simultaneously, implementing email marketing strategies that prioritize personalization, compliance, and mobile optimization can enhance engagement and drive results. To achieve success in the digital realm, organizations must embrace both innovation and effective communication strategies.