Three simple letters and a whole program: KPI, or Key Performance Indicator. A digital marketing campaign is based on a strategy around clear and measurable objectives. The first steps, then, are establishing goals and measuring progress toward them.
The good news is that evaluating the effectiveness of a marketing campaign is much easier in the online world than offline. Traffic, numbers of new visitors, leads, shares on social networks, and sales are all good indicators to be aware of, but they're typically scattered across many tools. Compiling them manually would thus become tedious and time-consuming. Therein lies the usefulness of solutions capable of uniting all the KPIs to give them broader meaning.
It all starts with the key question: what do you want to measure?
Before you can achieve your marketing goal, whatever it may be, you need to attract visitors to your site and then get them to act or become interested in your products. The main indicators are as follows:
Your main goal is to grow commercially, so the KPIs are as follows:
Is your company well known? Does it have a good reputation? Measure: brand awareness and share of voice through mentions (in the media, on social networks, in search intentions). Are your customers so satisfied that they recommend you? Regularly evaluate your net promoter score (NPS).That's about it for the main KPIs, but the Content Marketing Institute goes even further and lists many more:
Gathering so many KPIs implies aggregating data from many sources and solutions: web and social media analytics, SEO tools, marketing automation, CRM... To make this data "activable" (i.e., sufficiently intelligible to inform management), it must be collected, aggregated, correlated, and visually displayed. This is complicated to do by hand each month in spreadsheets or in a presentation. That's why SaaS-based data visualization tools have multiplied.
Firstly, there are tools that are similar to dashboard construction workshops. They require technical knowledge to connect the data as well as to elaborate the restitutions.
Widely adopted because it's free for the most part, Google Data Studio allows users to aggregate, visualize, and share data—directly when they come from the Google environment (Google Analytics, Adwords...), but less directly for third-party sources such as social networks, marketing automation solutions). That said, many paid "connectors" are available. These options vary in the wide variety of visual outputs they offer, including tables, maps, and diagrams) and in the simplicity of access rights management.
This is like the alter ego of Google Data Studio in the Microsoft environment. Here too, the solution offers a wide range of visual representations. But, here too, technical skills will be required to connect data sources and prepare them to obtain the most readable results. Not surprisingly, Power BI easily interacts with Microsoft's offerings. Note that a partnership with Adobe facilitates access to analytics of Adobe marketing solutions.
There are other solutions on the market like Databox that are more ready to use and require less technical expertise. They offer direct integration with third-party solutions or restitution models and layouts that accelerate dashboard design.
While all companies (within their resources) can find a SaaS marketing solution for a global view of performance, these solutions must agree to share their data. A selection criterion that is sometimes underestimated. Every solution—from a complete marketing automation platform to a simple email tool—includes a dashboard. Beware, as not all martech solutions define "sharing" in the same way. Some are even like "black boxes" from which it is very difficult to extract data.
The ideal scenario is a specific dashboard within each solution, while keeping the possibility of integrating this data when needed. This is the scenario Letsignit offers to measure performance of email signature campaigns. Within the solution itself, it is possible to analyze the performance of the current campaigns, to identify the best performing signatures or the groups of users for whom the signatures are the most clicked.
Moreover, Letsignit also proposes to rely on UTMs (parameters inserted in the URL) to read the performance of email signatures through web analytics and thus integrate these data in a dashboard produced with a specialized tool. Useful for example to compare the performance of your email signatures to other channels used for the same campaign (emails, posts on social networks, content hosted by third party sites, sponsored links).
The data from your martech solutions can therefore "speak" as long as you are able to aggregate it and render it within a global performance measurement system.
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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.
