Email Signatures: Your Untapped Marketing Opportunity
Don’t miss out on this unique marketing opportunity.
When thinking about how to market your agency, it can sometimes be helpful to take stock of your “digital real estate.” It’s simple. Every company has a certain amount of media that they “own.” Some well-known examples include social media feeds, websites and blogs. In any marketing campaign, maximizing your digital real estate is key, and that includes looking for marketing opportunities in unexpected places.
One opportunity that often goes overlooked is email, specifically your firm’s professional email signatures. More than 330 billion emails get sent every single day[i], and each one of these represents a chance to create a unique touchpoint with potential customers. Here is how you can start optimizing this part of your digital real estate and get your key messages in front of more people.
Make them complete and unified
The first and easiest way to optimize your staff email signatures is simply by including all relevant contact information. Typically, this includes:
- Full name
- Professional title
- Email address
- Work phone number
- Company website
- Company logo
- Company social media feeds
Of course, it is not enough to merely include all relevant information; you also want to ensure that each staff member’s email signature is formatted uniformly. To achieve this, document each element of your agency’s email signature format and circulate it accordingly. Consider working with a graphic designer on a mockup that new employees can refer to as they onboard.
Fold this mockup into your firm’s style guide. Like any other piece of digital collateral, the signature needs to be aligned with and reflective of your overall brand.
The rationale for taking these steps is two-fold. You convey a stronger sense of professionalism. You also verify that interested prospects will have all information they need to connect with you and perhaps do business in the future.
Promote, promote, promote!
While completing your signature is a great first step, it is only one part of a larger process. Email signatures can be much more than basic contact information. They can also be a place to promote your events, products and special deals.
The best way to do this is by deploying a visual element like a logo, image or GIF. Typically, these visual elements appear in a long, rectangular format, often around 700×200 to be precise. Once again, working with a graphic designer can be helpful here, as they assist you in making sure your graphic is attention-grabbing, branded and sized correctly.
Get those clicks
Perhaps the best part of optimizing your email signature is that you can embed hyperlinks to achieve key marketing objectives. For example, if growing your social media following is an important goal for your agency, include logos for each social media site where you have an account and link them back to your firm’s profiles.
Repeat this process for other objectives. Want to expand your newsletter distribution list? Place a link in your signature. Running a promotion? Include a banner image and hyperlink it to a special landing page on your website.
The data suggests that taking these simple steps can pay off handsomely – with some figures showing an increase in your email marketing CTR (click-through-rate) of up to 10%.[ii]
Don’t leave money on the table
These days, every company must be on the hunt for untapped marketing opportunities. After all, finding innovative, appealing and unobtrusive ways to message your initiatives is essential to standing apart from the competition. Your firm’s email signature represents a golden opportunity to reinforce your brand’s professionalism and competency, and message your products and services. Doing anything less is leaving money on the table.