How D-edge uses email signatures to improve business performance

About

D-EDGE, the tech subsidiary of the ACCOR group, is the publisher of a suite of technological solutions, which helps hoteliers improve their online visibility, and their actions at each point of contact with the customer or future customer. The platform allows hoteliers to optimize the occupancy of their establishments and maximize their revenues.

The group now has 450 employees and is present in 23 countries where it supports more than 12,000 hotels. The teams are mainly distributed in Europe and Asia.

The head office communication team set up Signitic in 2017, with the aim of taking back control of teams' email signatures. And to make it a centralized communication channel. This was not the case previously, where everyone did what they could, according to their skills and availability.

Background and challenges

The need to take back control represented several important challenges for the marketing and communication team.

2 main objectives:

1. Branding: unify the brand image among all employees. (have up-to-date signatures based on a common template...)
2. Business: make it a communication lever that is centralized, effective and measurable.

Unifying email signatures in two different email parks
While all D-EDGE employees use Gmail as their main email, the 2 entities that make up the group were one entirely on Gmail, the other entirely on Outlook.

Being compatible with the various messaging systems on the market allows Signitic users to have unified email signatures, in a heterogeneous environment.

Managing heterogeneous parks
☝️ Today, and even more so with remote working, it is not uncommon for many users to choose the work tools they are most comfortable with. For example: Mail for Mac users. Outlook for those who were already used to it. Or webmail for those connected remotely.

See integrations

challenge 1:

Managing the strategic change of brand identity

D-EDGE is the combination of two entities with complementary businesses: Fastbooking and Availpro. The launch of the new identity in all countries was a strategic step. And the transition was a two-step process.step 1: switch to a common email signature template, combining the two brands.step 2: automatically switch all employees to the new brand image on the official launch day.Direct benefit: a seamless transition for the user, who did not have to do anything. And which allowed, in line with the official campaign, all employees to relay this major change directly to their professional contacts.

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Challenge 2:

Deliver targeted communications in 22 countries

Another challenge for D-EDGE's communication and marketing teams is to be able to relay targeted communications, according to markets. With a presence in 22 countries, message segmentation is key to easily dispatch a different banner depending on the area or countries concerned.

Segmenting communications

This Significtic feature is widely used by D-EDGE teams. The segmentation of teams, by location or by profession, makes it very easy to define who relays which communication.

Concrete use cases:

• events: Webinars and in-person events are not the same across countries.
• dates and culture: New Years are not on the same dates in China and in Europe.
• language: global messages are written in English. Locally they are in the language of the country concerned.

Challenge 3:

Be able to easily delegate the management of email signatures

To explain the simplicity of the product, Lou Rondy says that today she can delegate the creation and deployment of a banner to anyone on the team at any time. Even a new intern, without knowing the platform, has the ability to take control of the tool and deploy communications in the teams' email signatures.

Define the scope of admin access: local and global

On the Signitic platform, the marketing team at D-EDGE headquarters has two possibilities to share administrator access.Share global administrator access, to supervise the entire account.Share local administrator access, where the person in charge can intervene only on the perimeter assigned to him.

Challenge 4:

Generate qualified traffic to its offers.

Another major challenge related to email signatures: taking advantage of this external (and internal) communication space, to relay targeted messages to your contacts and prospects.

And these are very concrete cases that Lou came to share at the BtoB Summit. The recurrence of email exchanges (an employee spends an average of 2 hours and 23 minutes behind his email every day) and the fact of having the attention of his interlocutor, make the email signature essential to relay company news.

Measuring concrete business results.

During her speech, Lou Rondy shared 3 examples of campaigns. Below are the results obtained, and some lessons learned.

Average traffic recorded. The communications deployed generally last 3 weeks. And a banner receives an average of nearly 500 clicks, from interlocutors who want to know more.

Long-term campaign. Over the year in which it was relayed in email signatures, the D-isplay campaign generated +5100 clicks to dedicated pages on the site.

One-off campaign. Relaying a link to the D-EDGE newsletter helped generate +400 new subscribers in just 10 days. An effective way to gather a captive audience and leads around product news and news.

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