The basics of email signature marketing

Email signature marketing is a business-to-business (B2B) email marketing strategy that uses your employees’ email signatures to promote your organisation’s products and services. Email signature marketing is typically enabled by clickable call-to-actions (CTAs) or banners below an employee’s name and contact information. These banners promote products, content, and offers by driving traffic to them.

What is an email signature?

An email signature is a block of text used as a sign-off at the end of emails. It typically includes the sender’s personal information like their position and contact information. Email signatures can also include company information and a disclaimer.

Companies often have email signature management policies that ensure all a company’s email signatures are consistent, on-brand, and compliant. An email signature management platform lets you roll out automatic signature updates from a central hub without IT support. These updates could include a change in the company’s address, an employee’s new title following a promotion, or a business rebranding.

Implementing email signature marketing

Any company looking to amplify its existing marketing efforts in the business-to-consumer (B2C) and business-to-business (B2B) spaces can use email signature marketing. However, to be most effective, email signature marketing should be integrated into your comprehensive omnichannel marketing strategy, drawing attention to your most important activities.

However, larger businesses are more likely to see a higher ROI from email signature marketing. After all, the more emails you send, the more impressions, click-throughs, and conversions your signature banners will receive.

Advantages of email signature marketing

Email signature marketing makes money. It costs almost nothing to set up this marketing channel, and it serves as a continuous running campaign that takes advantage of the activity you are already doing. As a result, it is a low-cost, high-potential marketing channel that assists you in selling with every email you send, whether you intend to or not.

Reaching high volumes of people. Every year, employees send many emails. And each one represents a chance to convert a customer using a relevant email signature marketing banner.

Cost-effective. Email signature marketing gives you ownership of a channel. No one can raise ad space prices, and no one can compete with you.

It’s easy to control. Email signature marketing platforms provide centralised access to each employee’s email signature. This eliminates the need for employees to set up and update their signatures individually. As a result, you can achieve complete brand consistency.

Highly targeted communication. Email signature marketing allows various departments within your company to send relevant CTAs to their contacts. This increases the likelihood of nurturing and converting customers.

It can be measured. Marketers can measure the effectiveness of their email signature marketing campaigns. This can be done by analysing impressions and click-throughs.

The purpose of email signature marketing

Email signature marketing can be used for various purposes, including:

· Sharing content like white papers, eBooks, case studies, videos, and podcasts.

· Announcing important company news like a product update, award wins, or website relaunch.

· Upselling existing customers on new products and features.

· Increasing webinar and event registrations.

· Highlighting special offers and deals.

· Testing paid ads before launching them live.

· Communicating with your staff internally about internal job openings, charity drives, employee workshops, etc.

KPIs for email signature marketing

Email signature marketing makes use of your signature block as an advertising space for your business. And, of course, you’d want to track the effectiveness of your ad or campaign. To accomplish this, you should use proper tracking and send the data to your respective analytics platform for measurement and analysis.

Primary email signature marketing metrics include:

· Email signature impressions

· Email signature clicks

· Email signature click-through rate

You can also create your own metrics based on your business needs, including purchases, demo signups, and pageviews generated by your email signature.

Contact Bizam for details

Emails have long been used as a form of advertising. However, email signature marketing remains an effective way to get noticed, whatever the purpose of the mail. A survey found that 62% of businesses already use email signature marketing. So, if you don’t want to be left behind by your competitors, now is an excellent time to get started.

Bizam can help you create measurable email signature marketing campaigns with the necessary Google Analytics parameters to ensure you can track the success of your email signature marketing efforts and adjust the essential elements for improved results. Contact our team today for more information.

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