How much traffic does an email signature bring? What's the quality of this traffic compared to other channels? These are legitimate questions that apply to email signatures as to other channels (SEA campaigns, social ad campaigns, SEO…).
And for good reason: in digital media, we can only take advantage of what we can measure. Good news — email signatures are very trackable! No algorithm transforms this channel into an indecipherable black box. Everything is out in the open.
A centralized email signature solution like Letsignit immediately gives you the tools to analyze the contribution of signatures. A summary view shows click-throughs and links clicked, while a detailed view lists clicks by user, signature, and link clicked. In short, the basics.
The advanced search brings you a more nuanced analysis with a few bonus features. Select a period, signature, or campaign and receive a breakdown of the corresponding performance. You can export the data to run personalized filters — for instance, to see the performance of a group of users.
But a digital campaign manager will want even more. In particular, to compare the performance of an email signature to other channels for the same campaign. Here, the solution is rigorous use of UTMs.
Remember that UTM parameters allow you to track referring traffic from third-party channels (emails, social posts, content hosted by third-party sites, etc.). These parameters can carry the name of the campaign, source, and medium. You can retrieve information classified according to this system in Google Analytics, which opens a lot of possibilities...
Specifically, you can use the Google Analytics "acquisition" menu to visualize your campaigns and the contribution of each lever used. Take advantage of Google Analytics 4 to refine your analysis strategy. With the new version, it's easy to measure the traffic acquired by each channel, "engaged" sessions (those that triggered a specific event), and those that triggered a conversion.
How can you summarize performance in a comprehensive report? By keeping "click cost" in mind and calculating "CPC equivalence."
For example, in an organization that invests a lot in SEA, the traffic generated by email signatures can be translated into the “Google Ad CPC equivalent.” If the signatures associated with a campaign generate 300 clicks, and an average Google Ad CPC is between $0.10 - $2, the value of a campaign in “Google Ad Clicks” is $867. The same calculation can be performed with Linkedin CPCs, if it's more applicable.
These equivalences can be combined with the value of conversions generated. You must assess the value of a captured contact that will then be qualified as a lead by marketing and sales teams. After a few months, this value can be weighed with the medium's ability to generate qualified contacts. If the conversion rate from contacts to leads is 20% higher for email signatures, you might take this into account when calculating the conversion value. Again, this accurately assesses the business contribution and not just traffic generation.
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.
