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Millennial and mom watching TV Driving people to act—even in their own self-interest—takes persistence. Getting someone to binge on Netflix doesn’t. (Photo: Shutterstock)

A year ago, a colleague at a Fortune 500 company started using MailChimp for internal communications. He eventually canceled the service because too many employees were unsubscribing. It raised an interesting question: should we treat internal communications like marketing? After all, don’t we use technologies like mass email, social platforms and personalization in both disciplines?

While I’ve encouraged HR teams to think like marketers, internal communicators should go beyond their marketing relatives in relevance, response rates and impact. Here’s why.

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