https://www.letsignit.fr/blog/conseil/campagnes-email-inapercues/Email is by far the most effective communication channel. The numbers speak for themselves.
According to the 2019 EMA B2C study, email is the preferred medium for consumers in branded communication (32%), ahead of personal mail (31%) and texts (14%). This is partly what explains such high performance. Usually, a consumer knows the brands that send them emails because they have subscribed to them in one way or another. But they don’t consider these emails a priority. A prospect will see them as less important and won’t necessarily take the time to open them. This explains an open rate that often tops out at 25%. What's the solution? Design email campaigns that don't give themselves away.
A classic scenario. You open your mailbox. You quickly browse its contents. You automatically sort out the emails you perceive as marketing content—into the “Other” folder for Outlook users or “Promotions” in Gmail inboxes. You'll go through them later. But you read through the emails sent by the media, friends, colleagues, prospects, customers...
So the challenge for brands is to slip through the cracks in order to find themselves in this second category, the one that their audience sees as a higher priority. It's easier to open an email sent by someone you know...and you click links inside more readily.
But beware: if there's one thing consumers don't like, it's feeling like you've tried to deceive them. It's out of the question, then, to send emails that seem friendly or professional but are, in reality, loaded with marketing content. There's no better way to end up in junk mail. A spam rate greater than 0.1% is enough to be classified as spam for some ISPs... which should make you think twice.
Instead of tricking prospects, you might be able to find a solution within your email signatures. The space at the end of professional emails of course allows you to give your name, title, and contact details, but it doesn't end there. Thanks to email signature management solutions like Letsignit, your email signature can also serve as a communication channel. By integrating a banner, you can present a new offer, a prize, an after-sales service…or even deploy a real marketing campaign.
Why is this a good idea? Because a company of 100 employees sends an average of 80,000 emails each month. Because a brand's best ambassadors are its employees—as evidenced by the growing trend of employee advocacy. And finally, because professional 1-to-1 emails have close to a 100% open rate!
A good marketing campaign that involves an email signature represents the brand's graphic and semantic identity, presents something new,and displays a well-placed CTA. By meeting these conditions, you can create a disguised marketing campaign that can be personalized for each sector using a management tool. A campaign that will have a powerful impact, with click-through rates well above the average for regular emails.
So now you know why and how to create a marketing campaign driven by email signatures. All you have to do is implement! This channel can be one element of your marketing strategy, alongside traditional emails, social networks, print, TV, etc. An under-exploited channel, with important ROI and simple management—what more could you ask for?
Sources: https://www.letsignit.fr/blog/marketing/email-pilier-strategie-communication/
https://services.message-business.com/v3/front/contents/2/695/43695/Files/Infographie%20EMA%20BtoC-2019.pdf?e_eE3EravRAKEMjlmhttps://mondedumail.com/statistiques-emailing/
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.
