Marketing
March 2, 2021

Digital Campaign Manager: how to integrate email signatures in an automation logic

By
Amandine Fernandez
Head of Acquisition
The job of the digital marketer is tough. Often under pressure for high campaign performance on tight budgets, they have the additional expectation to provide end-to-end campaign tracking and performance insights on omnichannel campaigns. Here’s how Letsignit can help.

Today digital campaigns are happening in an omni channel environment and can be very complex. A typical marketing activation might include social media marketing, paid advertising on Google, gated content on a website, and email marketing automation. And to make matters worse, each of these channels requires specialized knowledge, their own set of marketing tools, and interpretation of different reports and analytics.

Luckily, there is one marketing channel where tracking and insights are quite simple – the email signature.

A high-yield and under-used channel for every marketer

Which organic marketing channel is highly visible, conducts a huge volume of interaction with your key stakeholders, and often offers the highest levels of engagement without being intrusive? The one that all employees use in their daily lives: the email & email signature.

The email signature carries the company's brand identity and is visible in every single email. In a company of 100 employees with an average of 40 emails being sent per employee per day, the channel of email represents a potential volume of 80,000 free organic impressions. This is a channel that needs to be front and center in every digital marketing campaign to amplify the value of your efforts at zero additional cost.

With Letsignit, not only does your email signature contain relevant information like job titles and contact information, you can also leverage this invaluable space for promotion of current marketing campaigns. We call this part of an email signature the “banner”.

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Tracking campaign performance with email signatures

Email signatures are a great and often underutilized tool for every marketer. And with Letsignit’s email signature management solution, tracking campaign performance has never been easier.

And one of the great things about email signatures? Because all signatures are centrally managed for your organization through Letsignit’s simple application, you have access to insightful internal data including who sent the email that received banner engagement, you’ll know when that email was sent, and you’ll have insight on which particular segments of your employees (such as the sales team) are receiving more engagement in their email signatures than other segments.

And this data can enhance the overall performance of a much broader marketing campaign. Since the expectation of the digital campaign manager today is for omni channel campaigns, the great news is that vital data from email signatures, like views and clicks, can be fed into your broader analytics through UTM tracking.

The best kind of automation happens at scale

Email is a channel for scale. With over 300 billion emails estimated to be sent each and every day, just think of the exposure the email signature receives. This is true automation – a marketing banner presented to an often engaged audience that scales effortlessly as it’s included in every email communication your company sends.

Letsignit requires no code and is a highly visual, easy-to-use interface. You can create marketing banners with little effort and have them disseminated across your entire organization with consistency.

The marketer’s essential tool – the email signature

Be sure to include this essential organic channel in your next digital marketing campaign. With easy tracking and full integration to your omnichannel flows, this is a must for every marketer.

About the author
Amandine is the Head of Acquisition at Letsignit! Initially a content specialist, she now actively contributes to the profitability of acquisition channels: SEO, SEA, SMA, SMO... Amandine is also one of the pillars of Marketing at Letsignit! For more than 5 years, she has been participating in and initiating marketing projects and campaigns that systematically reflect her vision, writing style, and creativity (which can also be seen in all of her colorful outfits that brighten up the day of everyone she meets).
About Letsignit
With Letsignit email signature manager, connect with your audience in a way that's on-brand and personal, while driving quality lead generation.
Frequently
asked questions
1
Is it possible to track the number of clicks on email signatures?

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.

2
Can we add links to social networks, our website, and appointment-setting applications such as Calendly?

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.

3
Can employees update their signature information themselves (number, function, etc.)?

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.

4
Why it is important to standardize our email signatures on a large scale to ensure our identity and brand image?

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.

5
What is the user experience like for our employees?

What is the user experience like for our employees?

  • If you opt for the Letsignit Add-in for Outlook, they will have a dedicated space in their Outlook account where they will be able to view the signatures and campaigns assigned to them.
  • If you opt for the Letsignit Desktop APP, they will be able to preview all their signatures and campaigns in this space. If they want to change their default signature to another one when sending an email, this will be done in their signature library in Outlook.

In both cases:

  • They preview their signature before sending an email and choose from signatures assigned to them.
  • Based on the permissions granted, they will also be able to modify their personal information such as their name, position, or address in these spaces.

In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.

6
Can my employees have multiple signatures available to them?

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.

7
Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

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:

  • Optimization of the weight of signatures and campaigns in emails.
  • Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
  • Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.

8
Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

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:

  • Optimization of the weight of signatures and campaigns in emails.
  • Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
  • Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.

Frequently
asked questions
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Looking for a tool to manage your email signatures?

Letsignit allows you to create, manage, and deploy email signatures for all your employees in just a few clicks.
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