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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?

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