Why take back control of email signatures in your business?
Some metrics on email.
The difficulty in managing company email signatures often makes this space “the poor parent” of communication. However, email remains the first point of contact with the brand. Email signatures are an essential space for the brand. And a real asset for your communication strategy.
Plenty of opportunities.
In terms of career path, your teams represent the first point of contact with the brand. Especially in BtoB. Email signatures are the direct relay of your brand in all email exchanges.
And in terms of volume, it is the space where your professional contacts spend the most time. Much more than on social networks.
It is therefore urgent to get back in control and do:
- a tool at the service of the brand.
- a powerful relay for targeted communications.
- an effective and measurable media.
Key metrics:
- An employee sends +2000 emails per year outside.
- 2:23 is the average time spent by your interlocutors in front of their email, each day of the week.
(Source: Adobe email study 2019)
How do I take advantage of email signatures with Signitic?
5 key uses:
Promote the employer brand.
Here are some examples of the use of email signatures to promote the employer brand. And a few points to remember, for a dynamic and attractive employer brand. Our 5 tips:
1. It's not just a subject for HR...
To recruit profiles who are committed to your business, they must understand and adhere to your values. Wearing them is a topic that concerns all teams. And each employee is the best ambassador of the company for the interlocutors in his field. Email signatures are an excellent relay for this, and do not require any particular action from your teams. Updating email signatures is automated with Signitic.
2. Valuing available offers.
In this recruitment phase, relay your job offers, and the links to the dedicated pages on Welcome to the Jungle, Glassdoor or other.
3. Sharing corporate culture.
Relaying messages that reflect your corporate culture is a good way for your interlocutors to understand how your values are embodied. And allows you to know more about you during the recruitment phase.
4. Highlight a ranking.
Email signatures are an excellent relay of your position in employer rankings, such as Great Place to Work or Happy at Work.
5. Support its positioning.
Certifications and labels such as B-Corp or Ecovadis are real commitments that speak to your candidates. Relaying them in your signatures is a message in itself, which positions you de facto.
Take advantage of email signatures in prospecting.
1. Personalize your email sequences.
During the prospecting phase, personalization is key to giving value to your proposal. While the content of the message must be concise and effective, the signature provides a human touch and a related targeted message. Taking advantage of it stands out from the crowd, it is a significant asset.
2. Make your offers known.
Relay banners presenting new offers on your products or services! Email signatures are an excellent way to relay your offers, even if the subject of the exchange is not focused on this.
3. Relay customer reviews.
78% of decision makers take customer testimonials into account for their B2B purchases. In the “nurturing” phase, reinsurance messages such as customer reviews are extremely beneficial and effective.
4. Rely on your certifications.
Certifications are a key to differentiating themselves from the competition, value them. They position you.
5. Facilitate the booking of appointments.
Your email signatures are a key space for offering direct actions. Making it easy to book appointments has become simple, obvious, and almost the norm today.
Relay content from existing customers.
Expand the shopping cart with more offers.
relay related offers, email signatures, to expand the average shopping cart with your existing customers.
Show your dynamism.
Email signatures are an excellent medium for sharing your news with your customers. And value your dynamism or your results. Example: product news, the roadmap, events, new partnerships, etc.
Valuing the human.
Over the long term of the BtoB sales cycle, valuing the human relationship is key. Displaying portraits in email signatures is a simple way to personify the relationship.
Internally
Whether or not you have dedicated internal content, the very fact of automating the management of email signatures is a real revolution. Relaying content dynamically transforms the perception of the company by your teams.
Here are 3 customer feedback:
Unite teams around content.
By transforming email signatures into an effective and measurable communication space, teams become drivers for pushing targeted content related to their business or brand.
A ripple effect around the brand.
The teams are always proud to convey a quality brand image. And to belong to a collective and to a promising brand. And for everyone to be “part of the family” is important. They then become volunteers to relay the company's news and offers. Especially if it doesn't require any effort! The feedback from Signitic customers is indisputable on this: automation is key.
An active relay of internal dynamics.
As you know, your teams (almost) never go to intranets or content libraries. On the other hand, they read their emails daily. At D-Edge, experience shows that email signatures are the best relay of the activity of each entity in the group.
With partners and your network
Email signatures are a great way to relay new partnerships, recognition, and positive news. Here are other effective actions you can take inspiration from:
Capitalize on customer relationships.
Do you have customers who are satisfied with your services and products? Capitalize on this community of users and ambassadors to increase your visibility. For example by asking them to write customer feedback or by voting for you.
Engage your interlocutors in non-business actions.
While many businesses take advantage of signatures to promote their commercial offers, associations use Signitic to engage their community, and raise funds, through calls for donations.
Sharing its dynamics and values.
Email signatures are also a good way to recall values and to engage your interlocutors in concrete applications. In the example of TIME, each collaborator reminds his interlocutors of the importance of supporting quality journalism, by giving priority to paid information. A common-sense argument, with direct implementation!
