Internal Communications MeasurementLearn what Internal communication benchmarks are, why they matter, and how to measure them — plus sector insights and how to track the metrics that drive results.
Measure the ROI of using modern internal communications. Get the template for free without any risk or commitment.
Access NowInternal communication benchmarks offer an essential perspective on how well your messaging resonates with employees in comparison to broader trends. These reference points—such as open and click-through rates, readership duration, and channel effectiveness—help communicators set realistic goals and evaluate impact.
According to Ragan’s 2025 Communications Benchmark Report: The New Workplace Reality, communicators are increasingly prioritizing metrics that demonstrate how messages advance alignment, trust, and agility amid rapid change.
Meanwhile, the Dotdigital Global Benchmark Report 2025 reveals sustained growth in overall send volumes, with click‑through rates doubling, underscoring a shift toward more personalized, cross-channel communication strategies.
Internal communication benchmarks are measurable reference points used to assess how effectively an organization connects with its employees. They provide a standard — whether drawn from industry averages, sector-specific data, or internal historical performance — against which communicators can evaluate the success of their strategies.
These benchmarks can be quantitative, such as internal email open and click-through rates, intranet engagement, and attendance at company events, or qualitative, like employee feedback and sentiment scores. The goal is not only to see how your communication performs compared to others, but also to track trends over time, identify strengths, and address weak spots.
When organizations undertake benchmarking, Juliette Aiken, CMO of Dotdigital, advises them to benchmark against themselves first and against competition second.
Ultimately, using benchmarks ensures that communication strategies are evidence-based rather than guesswork. They help internal communicators justify investments, demonstrate ROI, and align their work with organizational goals. Benchmarks transform metrics from isolated numbers into actionable insights that drive continuous improvement.
Unlock the full potential of your internal communication efforts with our free Internal Comms Metric Guide.
There are three basic types of benchmarking:
By regularly monitoring and benchmarking these areas, internal communicators can gain valuable insights into the effectiveness of their strategies. It will also help them to make data-driven decisions to improve communication and engagement within their organization.
Communication benchmarks turn raw performance data into meaningful context. Without them, metrics like open rates or engagement scores exist in isolation, making it difficult to judge whether results are strong, weak, or improving.
By comparing your internal communication performance against industry standards, sector norms, or your own historical data, benchmarks reveal what’s working and where adjustments are needed. They also help set realistic, evidence-based goals that are aligned with organizational priorities.
From a reporting perspective, benchmarks add credibility. They enable communicators to demonstrate the value of their work to leadership, showing how internal messaging contributes to employee engagement, operational efficiency, and business outcomes. This evidence supports investment in new tools, strategies, or channels, ensuring communication is recognized as a strategic driver of success.
Unlock the full potential of your internal communication efforts with our free Internal Comms Metric Guide.
Benchmarking relies on metrics that consistently reflect how employees are receiving, engaging with, and acting on internal communications. The right measures provide a clear picture of performance, reveal trends over time, and highlight areas for improvement. While organizations may tailor metrics to fit their goals, some are widely used across industries because they offer reliable, comparable insights.
These metrics indicate how many employees are opening your messages and taking the next step by clicking on the included links. High open rates suggest subject lines and send timing are effective, while strong click-through rates point to relevant, engaging content. Tracking these figures over time helps refine email strategy and identify opportunities for personalization.
Engagement metrics measure the degree to which employees are interacting with content and feeling connected to organizational goals. This can include participation in surveys, responses to feedback requests, contributions to forums, or involvement in company initiatives. Higher engagement typically signals that communications are resonating and motivating action.
Channel effectiveness evaluates which platforms, for instance, email, intranet, mobile apps, or collaboration tools, are most successful in reaching and engaging employees. Measuring readership, time spent, and interaction levels across channels helps determine where to focus efforts and resources. Optimizing channel mix ensures that messages are delivered in the most accessible and impactful way.
Benchmarks become even more meaningful when they’re examined within the context of a specific industry. Each sector faces unique communication challenges shaped by its workforce structure, regulatory requirements, technology use, and organizational culture. Understanding these nuances allows communicators to set more relevant goals, select the right channels, and interpret metrics in a way that reflects the realities of their environment.
Manufacturing companies often have dispersed, shift-based workforces with limited access to desktop communication tools. This makes it challenging to ensure consistent messaging, particularly to frontline employees who may rely more on mobile devices, noticeboards, or team briefings. Safety updates, production goals, and operational changes must be delivered clearly and frequently.
Cerkl’s experience with clients in the manufacturing industry is that the average open rate of Broadcast News Digests is 82.95%, which is the highest metric across all industries. The top-performing topic in this industry is employee experience (21.5%), with brands being the least engaging topic (13.51%).
In healthcare, timely and accurate communication is critical, not just for employee engagement but also for patient safety and compliance. The workforce is highly diverse in role, location, and schedule, with many employees lacking regular computer access. Communicators must navigate strict privacy regulations while ensuring messages reach all staff effectively.
The Cerkl experience indicates average open rates of 48.4% and 47.02% for Email Blasts and News Digests, respectively. The top-performing topic in this industry is associate news and engagement (31.4%) with health and wellness oddly being the least engaging topic (24.5%).
Software and IT organizations typically operate in fast-paced, innovation-driven environments. Teams are often geographically dispersed, working across time zones, and dependent on digital tools for collaboration. The challenge lies in keeping communications concise, relevant, and aligned with rapidly changing priorities while fostering a strong culture in hybrid or remote setups.
Here, the Cerkl experience shows average open rates of 55.48% for Email Blasts and 49.39% for News Digests. Ironically, in this industry, the delivery rate of Blasts is, at 99.98%, the highest across all industries, while the delivery rate of News Digests is, at 98.72%, the lowest across all industries. However, that shows just how high Cerkl Broadcast delivery rates are!
In this industry, the top-performing topic is employee news (48.39%), with leadership being the least engaging topic (25.45%).
Higher education institutions serve a unique audience that includes faculty, administrative staff, and, in some cases, student workers. Communication has to balance institutional updates, academic schedules, policy changes, and community engagement, often across multiple campuses or departments. Seasonal fluctuations in activity also influence when and how messages are most effective.
In the higher education industry, the open rate (at 56.7%) is the highest across all industries, while the open rate of News Digest (36.89%) is the lowest. The top-performing topic is university events (30.9%), with faculty news being the least engaging topic (5.75%).
Cerkl Broadcast equips internal communicators with the tools to track, analyze, and act on the metrics that matter most. Its real-time analytics dashboard consolidates data across all channels — email, intranet, mobile, and collaboration platforms like Slack and Teams — so you can see exactly how employees are engaging with your messages.
With AI-driven segmentation and behavioral data, Broadcast goes beyond surface-level numbers like open rates to show who is engaging, how, and why. You can drill down into performance by role, location, or department, compare results over time, and benchmark against internal targets to identify trends.
Because Broadcast updates automatically through HRIS and payroll integrations, your audience lists are always accurate, ensuring benchmarks reflect the current workforce. This precision makes it easier to set realistic goals, refine content strategies, and demonstrate the value of communications in driving engagement and business outcomes.
Are you ready to track the metrics that matter most? Download our free Internal Comms Metric Guide to learn exactly which benchmarks to measure and how to use them to improve results.
Unlock the full potential of your internal communication efforts with our free Internal Comms Metric Guide.
What is benchmarking in communication? Benchmarking in communication is the process of comparing your organization’s communication performance against industry standards, sector averages, or your own historical data. It helps identify strengths, pinpoint areas for improvement, and set realistic, measurable goals.
What is a good open rate for internal communications? A good open rate for internal communications typically falls between 60% and 80%, though this can vary by sector, audience size, and channel. Higher rates often indicate relevant content, effective targeting, and strong subject lines.
What are the most common internal comms metrics and KPIs? Common internal communication metrics include email open and click-through rates, employee engagement scores, intranet visits, and channel usage statistics. KPIs often focus on reach, participation, content effectiveness, and the impact of communications on organizational goals.
Unlock the full potential of your internal communication efforts with our free Internal Comms Metric Guide.
All Cerkl products are 100% built (and supported) with ❤️ in Cincinnati, Ohio, USA.
Copyright 2025, all rights reserved.
Want to boost employee engagement by at least another 23%? This white paper reveals the proven pathway to supercharge your internal communications and unlock the secrets to powerful, lasting employee engagement.
Claim your free copy now!
