Email remains the number one vehicle for business communication. Though new channels like social media and chat continue to crop up, email still dominates. Even still, with some 269 billion emails sent and received each day, there's a surprising number of people not using email signatures as part of their overall brand management strategy.
Email signatures offer a clean and non-disruptive way to break through the inbox clutter in order to promote and protect your brand. In short, this valuable piece of real estate can help drive overall engagement, conversions, and sales. Here are three benefits of using email signatures to maximize your company email:
1) Brand alignment and consistency
One of the biggest challenges we have as marketers is brand alignment. With so many different platforms and pieces of content, it can be incredibly difficult to ensure cohesiveness across the board. Social media often gets the most attention when it comes to employee engagement. However, despite the fanfare, not every employee is camped out on social each day. But you know where they are? They are sending emails (269 billion each day, in fact) to customers, partners, vendors, friends, family... all from your company domain.
The email signature establishes your reputation for professionalism. It sets the tone and ensures that recipients know exactly what your brand is about, every time. But how do you convey that in a simple, easy, and consistent manner? How can you be sure that everyone in the department or everyone in the organization adheres to the brand guidelines? Emails are personal and offer a tremendous opportunity. Are you taking advantage of this space? Are you sure your employees are representing your brand in the best possible way?
2) Promotions and campaigns
Every business looking to scale relies on some amount of marketing promotion. After all, even if you've created the Next Big Thing, it's not often the "if you build, it they will come" strategy actually works. As marketers, we have to make sure everyone knows about our Next Big Thing. And a well-designed email signature is a perfect place to promote your latest campaign or promotion - and drive credibility for your brand.
Email signatures offer a convenient, fast, efficient way to inform customers and partners about new promotions or discounts, special marketing campaigns, or other changes to the business. Whether it is through the use of your brand colors, logo placement, website links, or other key elements, you can rest easy knowing that you have a powerful marketing tool in the hands of every employee, being shared with every outbound message.
3) Easy to connect for sales, customer service, and more
Well-designed email signatures can make it easy for recipients to get in touch. Making sure the information in the email signature is accurate and consistent across departments, teams, or even geographies can have a big impact on how customers perceive your brand. Whether that's a potential customer with a question about a product, a new customer with a support or service issue, or a partner looking to add new products to her sales bag - it's important to remove barriers and make it easy for them to get in touch.
If done correctly, email signatures can have a massive impact on your marketing efforts and your bottom line. How are you using email signatures in your company email? We'd love to show you how quick and easy it is to make email signatures work for you.