Now, with the surrounding infobesity and the growing promotion to the audience, it is difficult to achieve your goal despite having excellent content. This fact seems to apply to customers and prospects as well as partners, suppliers or employees. So which channel should be used to ensure the dissemination of information to the entire ecosystem? What’s next? What are the best practices to stand out? The email and especially its signature could be THE answer to these questions. Often forgotten and neglected, it actually has great potential. We explain it to you.
Email is the number one business communication channel worldwide.
According to a study carried out by Morar Consulting for Mailjet, in 2017 8 out of 10 French people were convinced that within ten years email would be the first means of communication, ahead of SMS and social networks. Four years later, here we are: Emailing is indeed the most profitable digital marketing activity. The reason ? Easy to use and set up, this solution is inexpensive, very practical and above all not very intrusive. Today, 4 out of 10 people open their emails within an hour of receiving them and almost two-thirds are opened within 3 hours. In addition, according to Statista, no fewer than 319 billion emails were sent worldwide every day in 2021. A number that, according to the same source, is expected to grow to 376 billion by 2025. It would therefore be unfortunate not to use this notice.
Likewise, an employee sends 40 e-mails per day. So in a company with 500 employees (or ambassadors) there are 800,000 opportunities in 20 working days to communicate about your brand. Both the content and the form of the emails should not be neglected!
E-mailing makes it possible to strengthen the brand image, to convince new customers, but also to keep them “Oldest”. Typically, the conversion email allows for the distribution of a promotional offer or announcement of the launch of a new product at strategic times (e.g., special offers and holidays). This incentive advertising approach is often used in the clothing sector, for example. We’re also talking about it more and more “cold email”, which consists in sending emails to well-defined prospects to present their services or products. Note that these recipients are new to you, hence the term from “Cold Contacts” Where “cold”. The loyalty email makes it possible to restart all people who have bought a product or shown an interest in it. Targeted and personalized, it can have an advertising or informational purpose. In the second case, we are talking more about a newsletter, an indispensable tool to implement your digital strategy.
It should be noted that 4 out of 10 people go to a store or make a purchase after receiving a commercial email, and 85% of them retain the information they considered interesting, according to the SNCD. Thus, these statistics are proof that email is a good means of customer acquisition today and that it should be used intelligently.
Capucine Roche, Letsignit’s Chief Marketing Officer, adds:“Everyone thought email was dead when Microsoft Teams, Slack… came out. But the proof is that recent studies show that never before has so much email been sent in the world. It remains timeless. And that’s why it’s important to make it an impressive branding and engagement weapon. However, it should not be abused: we all receive dozens of emails every day and most of them we hardly read. We recommend using your 1-to-1 emails to build ultra-personalized, ultra-targeted relationships. Less but better, a saying to respect in life but also in these emails. »
But you still need to get your email out to the right person, at the right time, in the right place. To do this, it is necessary to identify your goals, create a plan, bet on hyper-personalization and, above all, know the position of your recipient in the funnel or conversion tunnel. Remember that this is broken down into three steps:
- TOFU (Top of Funnel): This is the first contact between your brand and a potential prospect. Generally, this step is used to introduce you, hence the importance of ” good impression “.
- MOFU (Middle of the Funel or Middle of the Funnel): At this stage, you know your prospects and have some interest in them. However, it is quite fickle: it must therefore be stimulated.
- BOFU (Bottom of the Funnel): The relationship between your company and your prospect is already stronger. Trust has been built, but these prospects need a helping hand to take the plunge.
The email signature, a marketing tool in its own right
Regarding the email signature, there are several schools: the laconic (the one that only indicates the surname, first name and position), the endless (the one that multiplies the external links and the regulatory passages of the CNIL) or even “The Disco Ball” (the one who blinks and loves gadgets and multiplies her weight by 10). Worse still, the different styles can mix within the same company, thus undermining its unique, unified and coherent image. A true artistic carnage. However, this element is essential in your emails and there are many reasons to dedicate time or cover it.
First of all, the email signature conveys your brand image. Don’t forget that your employees are your best ambassadors! Also, this signature discredits the sender of the message and their company as it is poorly done, neglected and unresponsive. Better to be simple and effective, conveying a sense of professionalism and seducing the recipient. At the same time, it embodies you and allows your prospects to easily identify you. Therefore, it is important to make it attractive and memorable through the colors for example. Then the email signature is also a way to push certain content or other interesting information. Finally, you can generate traffic on your website, social media, blog or white paper thanks to a call to action, better known as a CTA. Several studies show that when they contain a clickable banner or button, they automatically grab attention. This is therefore an opportunity to generate visits but also to measure them using UTM tags. It’s a real activation lever. Finally, from an internal perspective, the email signature is also a vector of corporate affiliation, engagement, and team spirit. It may be a detail, but it means a lot to the employees.
“The email signature offered by Letsignit is a fine mix between an attractive business card and a promotional poster that we would like to bring home. It’s not about duplicating the information, it’s simply about making the most important information available in a visible, clear and interactive way. Our advice: humanize your signature and choose carefully the campaigns you forward, they can make the difference.” recommends Capucine Roche.
Letsignit: THE SaaS solution for personalizing and automating your email signature
Let’s talk about logistics. Setting up your email signature manually can be time-consuming and complicated. Then it also needs to be automated to reach its full potential, opting for central management and thus ensuring the same signature for everyone. The brand’s graphic charter must also be respected. It is therefore important to use THE right tool. This is where Letsignit comes in.
This leading solution is intuitive and allows you to create one or more email signatures, customize them with different widgets and assign them to one or more groups, taking into account the language, the branch, the service but also the campaign . The employee can thus choose the most suitable approach depending on the content, the target group and their position in the funnel. Finally, one of the main benefits of Letsignit is the monitoring of statistics: its analytics allow you to better customize your campaigns and refine your actions.
“Letsignit is a marketing SaaS solution that converts your employees’ email signatures into powerful 1-to-1 engagement media for your brands and campaigns. Deploying in just a few clicks, our platform allows a company to deploy hundreds or even thousands of email signatures. It is very simple and allows you to acquire a new internal and external communication channel that is ultra-targeted, ultra-personalized and very inexpensive…” explains Capucine Roche, Chief Marketing Officer of Letsignit.
Conclusion: E-mail is far from going out of fashion. This lever is more relevant than ever and can even be automated to save companies time… and money! Professionals have a keen interest in utilizing this format by taking care of its content like the email signature. Finally, you must be careful not to overuse this channel as it contributes to digital pollution. Therefore, it is important to better manage this content through responsible use. Here are our last tips: If you prefer quality to quantity, clean and classify your e-mails regularly.
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