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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. 

Do you want to learn more about how your business can use email signature marketing to uncover £63,570 of hidden marketing value? Then read our comprehensive guide below, including email signature marketing benefits, use cases, real-life examples, and more. Scroll through or use the menu below to help you navigate 👇

Contents

Email signature definition | Email signature management definition | Email signature marketing definition | Email signature banner examples |  Email signature marketing in B2B and B2C | Email signature marketing benefits | Email signature marketing use cases | Email signature marketing case studies | Email signature marketing platforms definition | Email signature tools definition

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?

01-email-signature_2_gif_en

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.

Email signature marketing ultimate guide banner

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

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 tools 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.

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