Unlike email marketing, your employees' emails reach and invariably get more responses from customers, prospects, colleagues, and partners. Being more authentic and personal, they instill a sense of trust and commitment rarely achieved in digital marketing.
Therefore, the email signature is an ideal advertising space to reach a target audience and avoid the saturation of traditional channels.
By integrating communication banners into your signatures, the target audience is far more likely to buy or act when presented with offers, product information, content, webinar invitations, demonstrations, etc.
In this article, we explain how to determine the real value of email banners and your ROI by calculating the advertising equivalency of your email signatures.
While there are similarities in terms of contacts, clicks, and impressions, it's crucial to acknowledge the differences. The value of your email signature marketing campaigns may be higher than that of other digital marketing activities. Thus, it's essential to apply the correct calculation method to know your actual costs and returns.
So, what is ad equivalency?
Advertising value equivalency (AVE) quantifies the value of advertising placed in a company's email signatures across all professional emails.
Simply put, the value of your communication banner'sad equivalency is calculated by multiplying the number of emails sent by your company by a determined CPM (cost per 1,000 impressions or views).
To apply ad equivalency relative to the number of impressions (views) of your signatures, this is calculated based on:
Let's take an example: we will determine the weekly AVE of email signatures for a company with 1,000 employees.
Average emails sent per day per employee: 33 (Radicati Email Statistics Report, 2015-2019)
CPM: $8.00 (Global social media ads CPM 2022 |Statista))
AVE multiplier: 0.008 (CPM/1,000)
Formula:
AVE multiplier x (# of emails X # of employees X # of days) = total AVE value
($8/1,000) x (33 x 1,000 x 5) = $1,320 ad value equivalency from your employee email signatures.
We used the $8 CPM figure as a default value(worldwide average across various channels), but you can adjust it to match your company's averages.
We strongly recommend evaluating the AVE multiplier sat a higher level than standard advertising CPMs. Keep in mind the dual advantage of trust and deliverability brought by person-to-person email communications.
The AVE multiplier could potentially be set around$0.08. Using the above figures, the total AVE value would be $13,200 per week.
Following the previous calculation, we can determine the AVE for clicks on your banners.
As mentioned earlier, the value of your communication banner's ad equivalency is calculated by multiplying the number of emails sent by your company by a determined CPC (cost per click).
Example:
CPC is $2.50 and the CTR is 3.17% (average observed on Google Ads in 2023) for 33 emails sent daily by employees in a company of 1,000employees.
(# of emails/day X # of employees X # of days) = total impressions (as calculated above)
Total impressions x CTR % = total clicks per week
Total clicks per week x CPC = total weekly AVE value
Example with the above scenario:
(165,000 x (3.17/100) = 5,230 clicks per week
5,230 x $2.50 = $13,075 AVE value
Thus, by equipping all its employees with communication banners in signatures, the company could generate $13,075 of advertising value.
If we finally combine the ad equivalencies (impressions + clicks) for this example company, then we can estimate the total media value of email signatures at $14,395 in just one week.
To optimize the advertising value equivalency of your email signatures, it's crucial to give them some attention. Indeed, for a significant impact, it's imperative that your employees have:
Without a tool for centrally harmonizing the email signatures of all employees, it's challenging to implement these features in all your company's email signatures.
This is Letsignit's promise: to allow communication marketing departments to regain control over all employees' email signatures and turn them into a powerful engagement and broadcast medium.
From a single platform, managed by an administrator, the communication & marketing departments can control the visual aspect sand information in all email signatures, while setting up communication campaigns according to the company's news.
It's all automated, simple, and offers unmatched ROI.
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