Over the years, we've had great visibility into the performance metrics across various enterprise marketing campaigns using our email signatures. Many customers ask us for tips on how to create a great performing banner - something that's simple yet impactful, informative, and inviting.
Below are 3 tips to maximizing the performance of your email signature marketing campaign.
1. THE “PLAY” BUTTON
It's no secret that people love videos -- the YouTube statistics alone prove that. But videos are everywhere: we watch them on our phones or when we're browsing Facebook or other social platforms; we share them with our family or friends. Marketers are (and should) take note: whether it's a simple how-to video, a customer testimonial video, or an interview with a favorite celebrity, video marketing is a great way to engage customers. And email signatures are a great place to distribute your latest video content. In fact, video performs extremely well in the email signature. We found that video content distributed with a banner that contains a Play button performed an average of 62% better than banners without the Play button.
Think about the success of video marketing in general. Now imagine boosting the performance of your email signature marketing banner by 62%?
2. ALWAYS INCLUDE A CTA. MAKE IT STAND OUT.
Banners are a great way to take your email signature branding to a new level. Aside from being aesthetically pleasing, banners offer a professional and memorable way to promote your brand. You can amplify these branding efforts even more with a clear Call-to-Action. Email signature banners can complement any number of marketing campaigns and offer a super easy and clean way to invite recipients to your website or to an event, or ask them to participate in a survey, download a whitepaper, or refer a friend. Regardless of what you include in the CTA, what's most important is that you have one.
This IPSWITCH email signature banner ad generated close to a 5% CTR with its clear CTA highlighted in yellow:
3. DIMENSIONS SHOULD ALIGN WITH YOUR EMAIL SIGNATURE DESIGN, AND SHOULD BE OPTIMIZED FOR DIFFERENT VIEWING DEVICES.
Banners certainly come in all shapes and sizes, and we give customers the flexibility they need to use their own design elements. We’ve found that an optimized banner size is 400px by 80px. These dimensions look great in the context of your email signature, and also scale incredibly well across all devices.
Want to learn more about how you can easily add banners to your digital marketing strategy? We'd love to show you a demo and get you signed up!