About
Espaces Atypical is a French group made up of a network of agencies, experts in contemporary real estate.
It now has 95 agencies spread across France, and numerous partners around the world.
The jobs of the 600 employees are those of sales and rental. The agencies are both independent, with a highly appreciated approach and local expertise and benefit from the image of excellence conveyed by the brand. Atypical spaces.
Since there are numerous direct email exchanges with the customer, it is essential to take care of the image conveyed, as well as the messages sent by each agency. So many reasons to switch to centralized management of email signatures with Signitic.
Challenge 1: Automate email signature management
Initial state of affairs
- Until then, the communication team manually created a signature in the form of an image, for each new user.
- The limit: the time allotted! Especially with regular recruitments and the need to regenerate each signature during the evolution of an employee or to add a specific event message.
- Management being time-consuming, adding a message to email signatures became a real constraint and this media was underused (a few times a year) because the installation and the update required to be (very) voluntary for it to work.
Solution and implementation
The first objective was to identify a solution to manage email signatures centrally, with native integration with Gmail. Hence the choice of Signitic. Then to deploy it:
- Prior to deployment: during the initial import all signatures and segmentation were generated. At launch, each user was able to preview their new signature and verify their contact details.
- D-day: the deployment was carried out automatically in all Gmail mailboxes, a transparent implementation for the teams.
- Users who are used to using their Mail or Outlook email (rather than Gmail) were also able to benefit from synchronized signatures and keep their usual email. This is a real asset for a network of agencies with disparate uses!
Benefits for the Head Office
Communication side
- a considerable gain in management time
- the transition to dynamic HTML signatures
with differentiated relationships - campaign planning
- the automatic deployment of messages
- segmentation by agency Communications
- the measurement of returns: the traffic generated
HR side
- automatic onboarding of new employees: For each new collaborator created on Google Workspace, a signature is automatically added. He has a signature directly available from his first hour of work.
Benefits for each agency
The move to dynamic HTML email signatures
- Differentiated relationships (static image before)
- The valorization of news and targeted offers
- Customer recommendation: each agency can promote its customer reviews, which can be consulted directly.
- Integrated appointment scheduling: to engage contacts from the email signature
Challenge 2: Deploy the new identity
Switch to the new brand image
The 4uatre agency, in charge of creating the new identity of Espaces Atypique, has imagined a new email signature model.
The simplicity of the design allows adaptation to uses (fields with varying lengths depending on the users) and to messaging (technical compatibility).
Thanks to Signitic email signatures it was possible to:
Design side
- To easily switch from a static model to a dynamic template
- To test the rendering of a new template, while continuing to use the old one by the whole company.
- To finely predict the typographic rendering according to the interlocutor. The font designed by the agency is not always installed by default on the workstations of the interlocutors. Signitic also made it possible to define a replacement policy.
Deployment side
- To plan the switch to the new identity on D-Day.
- To deploy the new signatures transparently for the 90 agencies: On the morning of the launch, all users were able to have the new email signature up to date and ready to use in their inbox directly in their inbox.
Marketing side
- To manage communications according to the agencies.
- To measure their visibility, the engagement generated and the traffic brought to the pages of the site by the messages of the email signatures.
- To find this Google Analytics traffic, in order to be able to follow the routes.
