The amount of email flowing over the internet is staggering. 306.4 billion emails are sent each and every day (source: Statista). And yet, despite its prevalence as a communications channel of choice, marketers often shortchange the full potential of this powerful direct-to-consumer medium.  The secret sauce is your personal signature – an ingredient entirely missing from most other types of emails that routinely inundate our inboxes.

We are all painfully familiar with marketing email blasts and, as marketers, are aware of its inherent dangers. Some estimate that almost 85% of emails (source: Talos Intelligence) are actually spam. But what about routine business correspondence from trusted sources such as your accountant or other business advisors? Those business emails are often overlooked as a marketing opportunity to reinforce your brand message with clients, prospects, referral sources and others.

In 2018, the average office worker sent 43 work-related emails per day (Radicati). Last year alone, Skoda Minotti employees sent out a whopping 3,281,548 emails! The content of most business emails may be routine – sharing ideas and proposals, passing along documents, scheduling and rescheduling meetings – but they are read, processed and often acted upon. They are a far cry from the unsolicited email blasts that end up in your spam folder.

What is email signature marketing?

This is where email signature marketing comes in. It is a way to turn every email sent from your company’s server into a targeted marketing campaign –with minimal cost and effort. You’ve probably seen it before. Look just below the signature block and you will find calls-to-action, event promotions or special offers. The messages rotate over time.

Our current email signature looks like this:

email signature example

Ten clever ways to use email signature marketing

Here are just a few ideas to promote via email signature marketing:

  1. Promote an upcoming event or webinar
  2. Share thought leadership –a blog post, an e-book or industry research
  3. Disseminate a case study
  4. Share product offerings or discounts as a tool for business development
  5. Raise awareness for new offerings
  6. Set up demos or sales meetings
  7. Share video content
  8. Drive engagement on social media
  9. Direct traffic to your website or blog
  10. Share recent news or wins

As you can see, this tool can work wonders for building awareness and cross-selling your existing clients to new products and services.

How to manage an email signature campaign

So now that you’re sold on the idea of harnessing the power of email signature marketing, how do you manage the campaigns from a technical standpoint? There are three general approaches:

  • You can ask your employees to manually update their email signatures with pre-made HTML code. This approach, unfortunately, leaves a lot of room for human error and inconsistencies, so we recommend automating the program, if possible. However, if cost considerations are strong, this approach may be your best bet.
  • You can go it alone, building a tool in-house. This requires strong coordination between your IT and marketing teams to allow for easy updating, segmenting and more. This approach allows your marketing team full control without incurring the licensing costs of vendor software.
  • Or, you can select a turnkey marketing solution like Opensense, Templafy or Terminus’ Sigstr tool. You can use Capterra to compare features and functionality.

Whatever approach you take, you’re bound to see results. As emails get slung back and forth across the cyber-landscape (which we know they do with increasing speed), you’ll be steadily growing your marketing impressions.

Good luck, marketers! Let us know how your email signature marketing journey unfolds. For additional guidance on how to set up or run an email signature campaign, reach out to Marcum’s Strategic Marketing team.

This blog post is the second in a series of blogs focused on marketing innovation. Stay tuned for more!

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