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How to easily drive conversions with email signature marketing

Your email signature is an ideal place to implement marketing messages for lead generation and to promote your brand initiatives. Mailbutler explains how to write a great signature.

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    By James

    James has five years' experience as a Content Marketer, bylines on Left Foot Forward, Submittable, and INOMICS, and a Master's in History. In his free time he likes to read, play guitar, and write for his personal blog.

    The email signature is one of the most untapped marketing and lead generation tools. Signature marketing has one of the highest impression rates, offers high volume at extremely low cost, and is built on trust and valued communication . Yet most businesses fail to properly track their email signature marketing campaigns, or don’t even use email signature marketing.

    Each time you send an email without making use of an email signature, you’re losing a chance to tell your story. This is why in this article, we’ll guide you through the key essentials of signature marketing, why it works, and show you the quickest way to implement your next signature marketing campaign.

    Register with Mailbutler now and start using email signatures

    What is email signature marketing?

    We have all come across an email signature, and you might already be using one. A good email signature will be rich with key information like name, title, business, and other contact information. (For more information on this, check out our guide on how to create a signature that drives brand awareness and shows off professionalism.)

    But let us clarify this upfront: Simply having an email signature does not necessarily mean you are doing signature marketing right!

    Signature marketing goes one step further with links and banners that generate conversions. Designs that are optimized for marketing includes clear call-to-actions and visual campaigns containing banner and tracked links.

    Your team is most likely spending a great amount of time and effort creating engaging content for your audience. So why would you waste the space in hundreds (or even thousands!) one-to-one business emails your employees send to promote your company initiatives?

    Why email signature marketing works

    Despite popularity of social media and influencer marketing, email is nowhere near its ending days. Email remains the top channel of communication for over 86% of professionals and is the 3rd most influential source of information for B2B audiences.

    Moreover, 91% of 2.6 billion email users check their inbox daily, compared to Facebook (57%) and Twitter (14%). While most users don’t like receiving marketing messages on social media, 77% of users prefer emails for permission-based promotional messages. And not only that: this study also shows that email reaches 79% of the people you send it to. Email has a clear advantage, when compared to only 1–6% organic reach of Facebook and <1–30% for Twitter. Most importantly: the average open rate (18%) and CTR (3.7%) of email prove its effectiveness compared to Facebook (0.07%) and Twitter (0.03%)! This is even more relevant in B2B marketing, where email remains the most personal and high-touch form of communication.

    Phew – lots of numbers. We can go on and praise the effectiveness of email marketing, but let’s stick to our focus: the importance of email signature marketing.

    Signature marketing is for everyone

    The name ‘signature marketing’ is misleading because it’s definitely not only for marketing teams. Everyone in your whole company sends and receives emails. Signature marketing, compared to other channels of campaigns, therefore delivers high volume at a very low cost. (Very low cost.)

    What does this all mean? Well, no matter the size of your team – from a company of one to a large enterprise of thousand employees – the power of signature marketing is in the hands of every single department, team and person in your business.

    Need more convincing? Here are five solid reasons why you should start email signature marketing yesterday:

    1. Email outperforms social media on all key metrics
    2. One-to-one email is personal and trusted, offering high authenticity to your marketing materials
    3. Signature campaigns are low cost with high delivery volume
    4. It’s a well-controlled ad display location
    5. Everyone in your team can contribute!

    Finally, one of the key differences between a signature and a PPC campaign is the level of control. With your signature, you and your team can fully monitor the ad placement, location, recipient and deliver frequency.

    Pain points of starting a signature campaign

    All that being said, there are plenty of reasons why businesses are neglecting the importance of their email signatures. One is that there isn’t necessarily an easy way to implement an email signature across a whole company which looks great on different email clients. On top of that, the more employees your company has, the more time-consuming it is to manually monitor the effectiveness of campaigns, or to keep everyone’s signatures compliant and on-brand.

    It’s also easier said than done to create a performing signature. Without knowledge of coding or at least HTML, your marketing team might be reluctant to take on the task to design a good looking and converting signature. At the same time, designers can find it difficult to keep track of marketing ROI’s that are crucial to measuring the success of your signature campaign.

    This means to successfully start a signature campaign, your business needs a single solution that lets you:

    1. Easily create professional designs that fits your brand
    2. Implement, sync, and share trackable marketing materials for everyone in the team
    3. Monitor campaign ROI’s to help you adjust marketing message and allocate resources effectively.

    But guess what? That solution exists.

    Design, share and monitor your signature campaign effortlessly with Mailbutler

    Luckily all of the above can be easily resolved by an intuitive solution. Mailbutler is a feature-rich email productivity plugin for Gmail, Outlook and Apple Mail. It offers a highly customizable signature generator with built-in designs that help any team kick start their campaign, with no HTML or design knowledge required. After a template is created, signatures are automatically generated for your team and ready to be used in your next outgoing email.

    Paired with Mailbutler’s built-in email tracking and link open tracking, your team can easily monitor click-through rates and impressions, and quickly optimize communication and next steps based on the effectiveness of your campaign.

    Are you ready to take email signature marketing to the next level? We’re here to help. Find out more about Mailbutler’s Email Signatures feature, or contact us here to schedule a free demo on our signature marketing solution.

    Register with Mailbutler now and start using email signatures

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