Email marketing is one of the best ways to engage audiences. It can be highly targeted, personalized, and has an incredible ROI (in fact, according to DMA, for every $1 you spend on email marketing, you can expect an average return of $32). So how can you make those results even more impressive?
One of the best, and often underused, ways to get more out of your email marketing is to include a compelling email signature. Using the right email signature management software can make the difference in winning a new customer or losing an opportunity. When evaluating email signature management and email signature marketing software, here are five must-have features to consider:
Email signatures should grab your readers' attention and motivate them to click on your links. To create a perfect email signature, you need to design attractive and eye-catching signatures. It helps if you can easily insert logos, graphics, videos, and social media buttons. You should be able to customize colors, layout, and fonts. You may want a slightly different look for your signature depending on the type of email you're sending. Look for email signature software that gives you a wide range of capabilities for designing the most targeted and compelling signatures (hint: Opensense does this!). When you can customize your email signatures, you'll find that you get a much higher response rate.
In order to get the most out of email signatures, it's important to have everyone in your business on board. It's not easy to do this without the right software, as employees can set their own signatures (or none at all). There's a big risk with not managing company email signatures - including the potential for an employee to use something inappropriate or unprofessional that ultimately can butcher your brand.
At a minimum, email signature management software allows you to create a standardized email signature. More advanced technology platforms like Opensense allow you to customize the message and style from one department to the next. This functionality allows you to maximize brand-building value from email signatures.
If you're like most businesses today, you use a number of services, apps, and platforms when you communicate with customers, partners, and others. You want to be able to create optimized email signatures that integrate with many different platforms. For example, if you use HubSpot or Salesforce, you'll want to be able to easily set up email signatures for your campaigns with these services. Opensense integrates with many marketing automation, sales enablement, and productivity platforms including GSuite, Office 365, Zendesk, Marketo, Freshdesk and many others. These integrations let you seamlessly set up your email signatures no matter which service or platform you're using.
The General Data Protection Regulation (GDPR) affects every business that has a presence in the European Union (EU) (and essentially, any business that has a website). GDPR places restrictions on who you can send email to and how data is used. This regulation is important to keep in mind for email signatures, particularly with regard to what information is collected, what information is shared, and where links may take the recipient if they click. And GDPR violations carry significant fines.
To stay GDPR compliant, your email signature must identify the sender and make it easy for the recipient to click on a link to get removed from your list as well as having you remove their data from your system. Using the right GDPR-compliant email signature management software makes it easier to navigate. It also makes it possible to automatically send out legal disclaimers and notices where appropriate.
While email signatures are a powerful email marketing tool, to get the best results from your campaigns you need to implement many tactics. Designing high-converting signatures is a good place to start if you want to get better results from your campaigns (including content marketing campaigns). However, why not choose a service that also offers many other complementary features? For example, Opensense lets you schedule content such as custom links, banners, and legal disclaimers using an editorial calendar. It also provides analytics tools so you learn crucial information about your email campaigns such as open rates and which devices people are using to view your messages. Data can be exported into any CRM or other marketing tools you may be using as well.
Signatures are an often overlooked email marketing tool that can help you get more engagement from your messages. To maximize this space, make sure your signatures add value to the existing message. If you use email signature management software that meets the above criteria, you'll find that you get better results from your email marketing campaigns. We'd love to show you how Opensense can help!