How OUS digitized internal marketing: from corkboards to 30,000 weekly emails
30,000
Weekly recipients
4.5M+
Sent emails
In 2013, Oslo University Hospital (OUS) needed a more efficient way to reach employees with news, procedures, and other updates. Intranet posts and printouts in break rooms were not being read, and sending bulk emails to many recipients on the same domain caused delivery issues. With Make, OUS secured a reliable, scalable email channel that now reaches tens of thousands of recipients, both centrally and across dozens of sub-departments.
Results for OUS after switching to Make
30,000 recipients every week
20+ sub-accounts
4.5 million emails sent
The newsletter is read by significantly more people than before
From intranet to inbox
For a hospital, it is essential that employees are always updated on routines and procedures. Previously, this was only published on the intranet, summarized via Word attachments sent to managers' printers and posted on break room corkboards. The board concluded that the inbox was a much better channel.
After a tender process, Make was selected. Key factors were the easy way to manage distribution lists and the user-friendly design template system.
The newsletter was to be sent to 30,000 recipients sharing the same domain, and was initially blocked by the spam filter. With assistance from Make's support team and the IT provider Sykehuspartner, the sender was whitelisted, making even large distributions completely seamless.
To adapt the tool for internal marketing in a public sector organization, OUS deactivated the tracking and statistics modules. No data links email addresses to individuals. Today, 24 sub-departments use the same system through a multi-account structure sharing contacts and design templates.
Easier production, more readers
“It is very easy to add text blocks and all the modules that make up the newsletter. We have added a logo field at the top, but otherwise, we use the templates that come with the tool. The person who sets up our weekly newsletter is very satisfied,” says Børge Einrem.
“We used to hear from those who already read the news on the intranet that the newsletter was a bit dry. But now we notice that far more people are paying attention to it. The newsletter has established itself as a popular communication channel,” Einrem concludes.
What did OUS learn?
The inbox beats the intranet and bulletin board when information needs to reach all employees
Templates and modules make production fast and simple
Correct technical setup is critical when many recipients share the same domain
A shared multi-account solution ensures control and consistent design across departments
"It is very easy to insert text blocks and all the modules that make up the newsletter. The person who sets up our weekly newsletter is very pleased."
Børge Einrem
Communications Director, Oslo University Hospital