With a plethora of competing brands in every market segment, having a consistent and recognizable identity is one essential ingredient to marketplace success. Establishing an authentic brand image takes time and resources, though it pays dividends in customer loyalty, the ability to charge premium prices, and in differentiating your solution from the competition.
The Brand Manager’s role is tough. Backed by a “brand guideline” playbook, it is an immense challenge to regulate brand consistency across various marketing and communications channels, across departments, and across different functional elements of the business.
There is one place we help make this monumentous task easy – by standardizing and centralizing management of the most commonly used communication channel in business – email and, more specifically, the email signature.
Brand Managers need to guide and control what is being seen on all channels.
To keep up with growing content needs and to maintain brand consistency, most marketers rely on Marketing Resources Management (MRM) to help organize their marketing initiatives. MRM helps centralize brand resources, but each activation of these assets depends on a specific tool;
Inevitably, within each of these solutions inconsistencies are possible – too often branding takes a backseat and lacks consistent messaging across channels. In today’s fast-paced world, content and daily communications with clients can often feel rushed. For example, using too many stock photos in content because of ease of access can really water down your visual narrative. It can be worth the time to ensure your branding is driven by your brand tone of voice, personality, and visual library.
Out of all the communications sent by your company, the most visible is the email. No, we are not talking about curated newsletters sent by the company, but regular everyday emails. Those sent by employees to clients, customers, prospects, and partners. Too often, emails carry an artisanal style signature with inconsistencies such as color, font, and inconsistent or even inaccurate information.
According to the Adobe Email Usage Study, Americans spend up to 5 hours a day checking their email (work and personal).
Should the email signature really be overlooked when it plays such a big part in daily communication?
Email is anything but a secondary channel. But, paradoxically, the email signature is not always on the radar of brand managers. Too often companies let employees create their own email signatures, without thinking about how it might appear to others. The scope for brand managers continues to expand, especially as companies embrace digital transformation to survive in today’s business world.
Good news, it is easy today to ensure the conformity of an email signature with the identity of a brand. A centralized signature management solution like Letsignit makes it possible to provide employees with different models and to adapt them according to their subsidiary, team or function. One of the easiest ways for a brand manager to defend the brand is by involving the first stakeholders: the employees.
Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.
You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.
If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.
With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.
And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.
It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.
This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.
It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!
A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.
With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.
What is the user experience like for our employees?
In both cases:
In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.
With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.
Regarding the creation of email signatures, you can make several variations such as:
Everything has been thought of to go further in the personalization process based on the recipient of your emails.
If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.
As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.
As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
