Bouygues Telecom harmonizes its signatures and optimizes its messages with Signitic

About

Bouygues Telecom Entreprise offers telecommunications solutions to professionals under the Bouygues Pro and Bouygues Business brands.
In full transformation, with a major identity change, the company had to meet a key challenge: to structure and effectively exploit email signatures to make them a real communication tool and a marketing tool.

The company wanted to automate the management of email signatures, ensure consistent communication between its various divisions, and measure the impact of integrated campaigns.

‍

4 challenges

• An underexploited channel and a lack of uniformity: Email plays a central role at Bouygues Telecom Enterprise Division, with thousands of exchanges every day between salespeople, technicians and customers. The signatures lacked consistency: some were absent, others displayed inconsistent formats or old logos, which damaged the brand image.
• ‍A brand change: Bouygues Telecom Enterprise Division has evolved into two new brands: Bouygues Pro and Bouygues Business. It was essential to update email signatures instantly across all communications to ensure a smooth and seamless transition.‍
• A need to monitor and optimize campaigns: some signatures already included banners, but no performance indicator (click rate, engagement) made it possible to measure their impact. The communication team was looking for a solution that could automate campaign management and provide accurate data on their effectiveness.
• ‍A simple solution that can be adapted to the IT environment: the tool needed to integrate with Microsoft Active Directory in order to automatically synchronize and manage signatures. The need for automation is key, especially to manage the departure or arrival of an employee without manual intervention.

‍

Solution

In-house deployment and adoption

A POC to test and refine needs: before full deployment, a 3-month POC (Proof of Concept) was carried out with a hundred testers, spread over different entities. This phase allowed:

• To assess the impact and ergonomics of the tool.
• To adjust the signatures according to the feedback.
• To validate the integration into the company's IT environment

A smooth and efficient deployment: in February 2024, 2000 licenses were activated simultaneously. A lightweight version of the signatures has been put in place for internal exchanges.

Centralized and scalable management: currently, two people manage signatures for the entire company. Ultimately, each division could have its own project manager for more agile campaign management.

‍

Concrete advantages

Harmonized communication and a reinforced visual identity.
Each group and division has a coherent and representative signature. The brand image is strengthened on all emails sent.

An exploitable and measurable marketing lever.
Email signatures now include effective and monitored banners. The communication team can measure results and adapt campaigns based on performance.

Time savings and simplified management.
No need for IT interventions to update teams' email signatures. Automation has reduced the workload on internal teams and the number of support tickets generated.

A winning partnership with Signitic.
Signitic's support and responsiveness were decisive for the success of the project. The Bouygues Telecom teams appreciate the simplicity and transparency of the service.

‍