Why Business Email Signatures Are Marketing’s Untapped Channel

In this article you will learn:

• How to build brand consistency
• How to turn signatures into marketing opportunities
• How to drive engagement and measure results

Email is a critical communications channel. Your company sends emails to customers, colleagues, and suppliers, but also to potential customers, colleagues, and suppliers. Every message your company sends has the potential to say something about your brand. But without standardized email signatures, that message can be inconsistent, off-brand, or easily missed. Every overlooked email signature is a missed opportunity to turn daily communication into a powerful marketing tool.

Are you overlooking the marketing potential of your signature?  

How to build brand consistency

Your email signature can be an influential marketing channel, but it needs to reflect your brand accurately and consistently. Maintaining a consistent brand across all platforms – including email signatures – is a proven revenue driver and trust builder.

Centralized email signature management makes it simple to build brand consistency. Instead of relying on designers or IT teams to make updates, marketing can take control to ensure that every employee’s email signature is always on-brand.

A well-crafted email signature means that you have your own personal brand ambassador in every email you send, ensuring that you leave a lasting impression.

How to turn email signatures into marketing opportunities

Email is where you already communicate, so it’s a no-brainer to include calls to action at a time when your audience is already engaged and interested. Use a banner (a strip of graphical detail often placed under the rest of the signature) to communicate your current campaign or encourage upsell or cross-sell of your products or services. As your emails are sent to specific stakeholders, you can personalize the banners and update them depending on your current offers or events.

Include social media or blog links in your email signature to encourage your audience to follow and share. Your email signature is a great way to generate many more fans or readers for free!

How to drive engagement and measure results with an email signature manager

You might have the snazziest email signature out there, with a compelling call to action for your latest campaign, but how useful is that if you can’t see who clicked through and the journey they followed?

Use an email signature management solution with built-in analytics to track clicks across campaigns, see how signatures perform over time, and pinpoint which designs drive the most engagement. Add urchin tracking module (UTM) parameters to banners and calls to action, and you’ll be able to trace every interaction through your analytics or customer relationship management (CRM) platform – right down to conversions, registrations, or survey completions.  

Did they end up converting to a buying customer? Did they attend your seminar? Did they fill out your survey? Measuring results gives you insights into the most effective email signatures and the power of your campaigns.

Finding out more

Your email signature can be so much more than simply your name and role – maximize its potential to reinforce and promote your brand, support campaigns, and drive engagement.