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So how and why did MICHELIN Connected Fleet decide to use email signatures?
Marketing needs, fluidity of internal communication, rebranding strategy... Discover the multiple benefits of the email signature through this unique testimony!
Sometimes, all it takes is an exchange with an employee to identify a need. This was the case for MICHELIN Connected Fleet.
Initially managed manually by the IT department, email signatures were taking time to be deployed to all employees.
That's when Elodie Mescam, Senior Digital Strategy and Marketing Manager, and one of her colleagues came up with the idea and realized that there was a loss of image and marketing opportunities.
One question arises: How to manage hundreds of email signatures and deploy campaigns?
« With our old signatures, we couldn't add banners, we couldn't do anything. Everything was complicated. Some things were possible, but it took a lot of IT time to create all the signatures » explains Elodie.
That's when the need for an email signature management tool became apparent.
In addition to the desire to automate the management and deployment of signatures, the marketing department also wanted to take back control of the subject. The team wanted to be more creative, to be able to add banners and use email signatures as a real communication channel.
The MICHELIN Connected Fleet marketing team had to find a tool adapted to their needs to capitalize on their email signatures and deploy large-scale campaigns.
The Letsignit solution quickly emerged as the favorite, as it met all their criteria:
« We really chose the Letsignit solution with IT to be sure of the synchronization with our tools and our internal directory. We also wanted a solution that was easy to implement and use so that we could have fun from a creative point of view. The other advantage is that we can also have visibility on the number of clicks made on the signatures, something that is not possible to measure without a tool. » Elodie says.
Thanks to Letsignit, Elodie was able to easily and quickly create country-specific email signatures. The platform has a space dedicated to the management of subsidiaries and groups of people.
Whether they are in Europe or Australia, all employees have the same email signature, only the language differs.
To illustrate her point, Elodie took her own example. In charge of all digital marketing for MICHELIN Connected Fleet Europe, she has an email signature for each country.
This ensures the inclusion and commitment of employees from one country to another.
In 2022, the company underwent a major rebranding strategy to move from Masternaut to MICHELIN Connected Fleet. As with any rebranding, the task is difficult. The new corporate identity had to be applied to all communication channels and media, including email signatures.
This is where the tool becomes even more meaningful. In just a few clicks, the marketing team was able to deploy new signatures in line with the new corporate identity across all subsidiaries.
The creation of new email signatures in the MICHELIN Connected Fleet colors also made it possible to raise awareness and support all employees and customers in the change process. As email is the primary communication channel used by employees, the new email signatures and the new graphic charter were distributed in an optimal banner.
The brand also took advantage of these new email signatures to deploy communication campaigns in all its subsidiaries. The marketing team is now completely independent in the management of email signatures. It can assign banners to the email signatures of its employees without any intervention from the IT department.
« Today, with Letsignit, I can create a banner for the UK signatures in 30 minutes and deploy them to all employees easily », says Elodie.
MICHELIN Connected Fleet's objective is to use email signature campaigns to relay its news, assert its expertise and share its events and highlights of the year.
« In 2023, we will be able to use the tool to its full potential by deploying more email signature campaigns. For the moment, we have only used 60% of the solution out of what is possible. It would also be interesting to use this solution at the group level », says Elodie.
In view of Elodie's determination to make full use of the marketing potential of the MICHELIN Connected Fleet e-mail signature, future communication campaigns look promising!
We can successfully say that the MICHELIN Connected Fleet email signatures have become a real communication channel and a focal point for all employees.
For Elodie, the real added value of Letsignit lies in its flexibility, ease of use, and autonomy that can be demonstrated.
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.
