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Content marketing campaigns are great for connecting services and products to target audiences, and the more exposure the content gets the better. Regardless of the type of content, the methods used for sharing it are key for increasing web traffic and conversions. Let's examine three ways email signature marketing can promote and extend your content marketing campaigns.
1. Expands Content Exposure
Including content in your email signature is a great way to expand the lifecycle of your content marketing campaigns. It makes every employee a marketer - and puts your marketing content in front of everyone who receives an email from almost everyone in your company. This is great for those people who've opted in to your marketing materials, as well as for those who may not have subscribed yet (prospects, partners, job candidates, vendors, etc). There's a ton of content that can be shared through your email signature, and here are some of the most popular types:
- blog posts
- eBooks
- videos
- podcasts
- webinars
2. Reinforces the Message in a New Channel
Properly managed email signatures are relatively new. Many companies still allow employees to create their own, which leads to a potpourri of brand expressions, current and outdated promotions, and other careless mishaps. But email signatures offer so much more. Email signatures are a great way to reinforce a message, beyond the initial email marketing campaign (where stats show an average open rate to be only 34.1%).
Even after the initial marketing campaign is over, marketers can continue to push the content where relevant through company email signatures. Considering how many emails are sent and received each day -- more than 280 billion emails sent each day worldwide with 124.5 billion of those being business emails, using email signatures to extend your content marketing campaigns and reinforce your message should be an effective tactic.
3. Adds Related Value to the Email Message
We know email signatures are a hidden gem in the marketers toolbox. Above, we talked about some of the most popular pieces of content to include in your signature, and our integration partner HubSpot runs through some great examples on the HubSpot blog in the post "7 Examples of Email Signatures That Drive Conversions" as well. Essentially, these examples use content to add related value to the email message. And adding value leads to greater trust, higher conversions, and more business. You can see more examples on how to drive conversions from email signature banners and more throughout the Opensense blog.
Modern marketing teams are turning to email signatures as a untapped and potentially huge resource for generating new sales. Email signatures offer a quick, relevant, easy way to add value to an email, and it starts with sharing valuable content.
Email signature marketing can be used to promote and boost content marketing campaigns by expanding and extending their reach, reinforcing the overall message, and adding value to company emails. Got an upcoming content marketing campaign and want to see how email signatures can help? Go ahead and contact us today!
