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This is a practical follow-up to SharePoint, Teams, or Viva Engage? A Communicator’s Field Guide. You already know how to choose a channel based on purpose and audience; now we’ll take that thinking up a level. This guide will show how modern comms teams can run campaigns, not just individual posts, by pairing Viva Amplify’s campaign engine with targeted email for cadence, clarity, and measurement.
TL;DR
Viva Amplify helps you plan, author, schedule, and publish a single campaign across Outlook, SharePoint, Teams, and Viva Engage while giving you analytics and approval control.
Email remains the right tool for formal, high-impact broadcasts and complements Amplify’s multi-channel approach perfectly.
Why Combine Viva Amplify + Email?
Create once, publish everywhere: Amplify centralizes campaign briefs, authoring, and distribution so you don’t rewrite the same message for every channel. This saves time and keeps voice and facts consistent.
Email gives permanence and attention: Perfect for formal, time-sensitive notices (policy changes, executive priorities, benefits) where recipients need something stable to reference. Amplify can deliver email as one of its channels for the best of both worlds.
Analytics for smarter decisions: Amplify’s reporting compares engagement across channels, audiences, and time. Combine email open/click metrics with Amplify analytics for a complete performance story.
When to Choose Amplify-First vs Email-First
Think of two archetypes:
Amplify-first (campaign/ongoing change): For multi-touch campaigns (launches, pilots, seasonal programs) that need coordinated posts, social discussion, reminders, and measurement. Start in Amplify to plan, assign roles, and publish customized variants across channels.
Email-first (single, formal broadcast): For formal, auditable messages that must land in inboxes (e.g., regulatory updates, payroll changes). Compose for email clarity, then feed it into Amplify for follow-ups or cross-channel reinforcement.
A Practical 7-Step Workflow You Can Use Today
Campaign Brief (Amplify): Define objective, success metric, audience segments, tone, and channels. Keep it under 3 bullets. Amplify provides a campaign shell for this.
Author Primary Content: Draft the canonical message in Amplify so you can preview it for email, Teams, and SharePoint simultaneously.
Channel Adaptations: Customize for each channel, short subject + lead for email, 2–3 bullets for Teams, richer detail for SharePoint.
Approval & Scheduling: Use Amplify’s workflow to assign approvers and schedule publication windows to avoid message collisions.
Publish Multi-Channel: Send email via Amplify to targeted segments and publish supporting content to SharePoint/Teams. Amplify can set leader senders where governance allows.
Measure Within 24–72 Hours: Review email opens/clicks + Amplify engagement metrics. Compare channel performance and audience groups.
Iterate & Close the Loop: Fill gaps with follow-ups (Teams nudge, leader reinforcement, reminder email). Archive campaign assets and post-mortem in Amplify for reuse.
Channel Optimization: Rules for Each Medium
Email: Use for official, static information. Clear subject line, 1–2 action items, links to SharePoint content. Avoid attachments—link instead.
SharePoint: Host the full story, resources, FAQs, and evergreen content for reference.
Teams: Short attention drivers and discussion prompts. Pin follow-ups in channels.
Viva Engage: Narrative and storytelling. Enable leaders to respond conversationally for two-way dialogue.
Measurement: What to Track
Pick 3 KPIs per campaign. Here's a few suggestions we recommend.
Reach: Unique viewers/recipients.
Engagement: Email opens, link clicks, SharePoint reads, Teams replies.
Action Completion: Policy acknowledgment, training enrollment, etc.
Use Amplify to compare channel lift and spot audience gaps for re-targeting. Combined analytics give you a defensible ROI story for leadership.
Implementation Tips
Licensing: Amplify is part of Viva. Verify your org’s licensing before designing campaigns.
Permissions: Ensure publishing accounts have proper access to Exchange, SharePoint, and Teams.
Pilot Smart: Start with leader comms or HR announcements for predictable metrics.
Common Pitfalls and How to Avoid Them
Publishing collisions: Use Amplify’s campaign calendar to avoid overlap.
Over-emailing: Reserve inbox space for formal updates; use Teams/Viva for reminders.
No post-mortem: Archive campaign briefs and A/B results in Amplify for smarter future campaigns.
Closing Thoughts
Viva Amplify isn’t a magic shortcut. It’s an operational model. It moves you from scattered, one-off messages to orchestrated campaigns with measurable outcomes.
Pair that orchestration with smart, sparing use of email for formal notices, and you’ll reduce noise while increasing clarity and action.
Ready to transform your internal communications strategy? Contact 2toLead today to learn how Viva Amplify can help you deliver campaigns that drive engagement and measurable results.
