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What is email signature marketing?

Mailtastic
10 July 2020

You might be an email signature marketing expert.

You might have heard of it but want to learn more. 

You might have absolutely no clue what it is and what it's about.

But no matter what your level of knowledge is, we're here to help.

In this blog, we'll be going right back to basics, debunking myths and showing you exactly what a little ad under your employees’ contact details could do for your business. 

So let's get stuck in.

email signature marketing ultimate guide

FAQs

What is an email signature?

An email signature is a block of text used as a sign-off at the end of emails. It contains the sender's personal information, including their position and contact details. Email signatures can also include information about the sender’s company alongside a disclaimer. On the whole, they tend to be managed and updated by the sender themselves.

What is email signature management?

Email signature management is the process of ensuring that all of a company’s email signatures are consistent, on-brand and compliant. The technology that supports this process is an email signature management platform, which allows you to roll out automatic signature updates from a central hub, without IT support. These updates may include a change of company address or a rebrand. 

What is email signature marketing?

Email signature marketing is a B2B email marketing tactic that uses employee email signatures for marketing purposes. Typically, email signature marketing is enabled by clickable call-to-actions (CTAs) or banners below an employee’s name and contact details. These banners showcase products, content and offers, helping drive traffic to them. 

The technology that supports this process is an email signature marketing platform.

What does an email signature banner look like?

This is what a signature banner plugging a white paper might look like:

Signature banner 1

This is what a signature banner plugging an event might look like:

Signature banner 2

And this is what a signature banner plugging services might look like:

signature banner 3

Who can use email signature marketing?

Email signature marketing can be used by anyone looking to amplify their existing marketing efforts in the B2C and B2B spaces. To work most effectively, email signature marketing will form part of your omni-channel marketing strategy, drawing attention to your most significant activities. 

That said, larger companies are likely to see greater ROI from email signature marketing. After all, the more emails you send, the more impressions, click-throughs and conversions you’ll get on your signature banners. 

What are the benefits of email signature marketing?

  1. High volume
  2. Cost-effective
  3. Controlled
  4. Targeted
  5. Measurable
  • High volume 

Employees send a lot of emails every year. And each one is an opportunity to convert a customer with a relevant email signature banner.

  • Cost-effective 

Email signature marketing gives you control over a channel you own. No one can hike the prices for ad space and no-one can compete with you.

  • Controlled 

Email signature marketing platforms give you centralised access to every employee email signature. That means employees don’t have to set up and update their signatures individually. As a result, you can achieve total brand consistency.

  • Targeted

Email signature marketing allows different departments in your business to send relevant CTAs to their contacts. This increases your chances of nurturing and converting customers.

  • Measurable 

Marketers can track the effectiveness of their banner campaigns. They do this by reviewing impressions and click-throughs in their email signature marketing dashboards.

What can email signature marketing be used for?

  • Plugging content including white papers, eBooks, case studies, videos & podcasts
  • Announcing major company news such as a product update or a website relaunch
  • Upselling new products and features to existing customers
  • Generating webinar and event sign ups
  • Highlighting special offers and deals
  • Testing paid ads on your contact database before setting them live
  • Communicating internally, for example advertising internal vacancies or a charity bake sale

How much could email signature marketing be worth to your business?

On average, people send 34 emails per day.

An email sent to a known contact gets 2.5 opens per email on average.

As the B2B email marketing stats tell you, that’s miles above the average of 0.29 opens per email across industries.

So let’s take these figures and apply them to big business, say with 100 employees...

There are 250 working days per year. So 100 x 34 x 250 = 850,000 emails per year.

850,000 emails multiplied by an open rate of 2.5 is 2,125,000 impressions.

With a modest CTR of 1%, that’s 21,250 clicks.

↓ 

And with a typical B2B cost per click (CPC) of £3 in Google Ads, that's £63,570-worth of marketing value.

What results are businesses like yours getting with email signature marketing?

To give you an idea of how this looks in reality, we’ve broken down some of our customers’ results with Mailtastic.

  • Desoutter used Mailtastic to drive traffic to a service portal where customers could reorder spare parts. 90% of traffic to it came through email signature marketing.
  • Spindler used Mailtastic to achieve 106,000 email banner impressions in a month.
  • Suthor’s signature banners overtook their traditional email marketing efforts in terms of ROI.
 

What are email signature marketing platforms?

Email signature marketing platforms have all the functionalities of email signature management platforms. However, they also allow users to create banner campaigns for multiple audiences and measure their effectiveness through impressions and click-through rates (CTR). As a result, users can optimise their ad messaging and better serve their target personas. 

What are email signature tools?

Email signature tools allow users to manually create and change banners and ads. However, you can't create targeted campaigns, or review impressions and CTR. All of this makes email signature tool unscalable, while demonstrating ROI on them is also complex. Further limitations include:

  • Poor usability. Technical expertise is required to update email signatures. 
  • Single system functionality. Tools don’t work with multiple email systems.
  • No focus on customer success. Email signature tool providers just focus on tech support.

Book a demo to see how email signature marketing can work for you

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