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How to use email signatures to modernize your marketing campaigns

Guest post by Christian Buckley

In today's digital era, many companies work hard to promote their brand offerings through various marketing channels like SEO, PPC, email, and social media. Unfortunately, the overcrowded market makes it difficult for businesses to stand out to customers inundated by messaging. People want personalization that caters directly to their needs.

Turning email signatures into a new marketing channel

Outbound marketing tactics often lack the personalization that customers desire from a company. In contrast, an inbound strategy focuses on content that “pulls” potential customers toward the brand message instead of relying solely on generic outreach efforts. By using targeted activities such as marketing emails tailored to specific audiences, or social media posts emphasizing your core values, businesses can achieve greater visibility amongst current and prospective buyers alike.

Building customer relationships is essential for success in a competitive market, and one of the most underutilized tools to achieve this is the email signature. This subtle addition to your communications strategy allows you to consistently promote key brand messages over corporate email without being intrusive. Instead, you offer a subtle and constant reminder of who you are, building trust while effortlessly promoting your business.

Email signatures as a marketing channel

Personalizing and amplifying your email with Exclaimer

With Exclaimer’s email signature management solutions for Microsoft 365 (Office 365), Google Workspace, and Exchange Online users can amplify every interaction made over business email. You keep your personal touch intact while leveraging consistent branding and messaging within each signature. This creates effective calls-to-action to bolster customer relationships. You then place trust at the forefront of every message your company sends, making it easier for employees to prioritize what matters most: building meaningful relationships with customers and prospects.

With Exclaimer’s expertise at ensuring your emails have consistent, professional branding and messaging in every interaction, email signatures become an invaluable resource to build trust. This is a key element for when you're looking to turn inquiries into actionable sales leads.

In this digital age, customers need to be exposed to your brand at least seven times before acting. Email signature marketing helps you speed through this journey and get them closer to conversion. And all while building the trust that’s necessary for successful buyer engagement. With email signatures placing information about your offer as soon as an exchange of emails begins, visitors become more inclined towards taking whatever next steps are required down the sales funnel.

With Exclaimer, you can easily nurture relationships, build trust, and drive more conversions. They amplify the effectiveness of email signature marketing by providing an extensive cloud environment hosted in Microsoft Azure datacenters. So, you can rely on their globally distributed infrastructure to keep a constant promise; your emails and data are always secure, so you stay one step ahead with your marketing initiatives

Boost email engagement with email signature marketing

The benefits of centralized email signature management

With Exclaimer setup in your Microsoft 365 or Google Workspace tenant, administrators utilize the drag-and-drop editor to create unified email signature templates for all users. Additionally, custom designs and messages tailored towards individual teams or departments can be built with ease. As centralized control is maintained throughout every email signature campaign, you'll always have assurance of a consistent marketing message being upheld by staff, while each user can write personalized content within the email body.

With central control established, you can take your email signature marketing strategy to the next level. With role-based templates, you can customize each message tailored specifically for customer outreach or even internal communications. For example, leverage targeted messaging in sales and marketing team emails; so potential customers get an on-the-spot promotional pitch highlighting exactly what you have to offer. Your sales team will love that they have an elegant way of getting their messages out while still making a great impression.

Then, you can give prospective buyers more product-focused content as they navigate further down the sales funnel. From a whitepaper further detailing product features, to FAQs addressing common customer concerns, arming email signatures with this kind of information helps streamline the sales process and move prospects quickly into making purchasing decisions.

Email signature marketing with Exclaimer is also a powerful tool for driving customer engagement. You can automatically change content based on user attributes, such as location, industry, or title. This ensures your messages and calls-to-action are always tailored to each individual recipient's needs. Put simply, by taking advantage of this tactic, you guide customers further down the path toward conversion.

Email signatures for different departments for marketing purposes

Offer always up-to-date content

Exclaimer ensures your business's email signatures are always up-to-date, no matter what changes you make. With real-time central management of templates, no one’s emails will ever be out of step with your latest marketing activities. Updating marketing tactics or offers becomes seamless, meaning no more manually swapping out signatures. Instead, any template changes are reflected in all emails immediately and simultaneously.

In short, Exclaimer is an invaluable addition to your marketing arsenal. Take advantage of its email signature solutions and start building successful marketing campaigns.

Learn more about what Exclaimer has to offer or register for a free demo today.

Microsoft MVP Christian Buckley

About Christian Buckley

Christian Buckley is a Microsoft 365 Apps & Services MVP and Microsoft Regional Director focusing on collaboration, productivity solutions, and marketing technology. He previously worked at Microsoft as part of the enterprise hosted SharePoint platform team (now part of Microsoft 365) and led an engineering team in advertising operations.

Christian is the Founder & CEO of CollabTalk LLC, an independent research and technical marketing services firm, providing fractional-CMO services for ISVs and SIs, and through a partnership with the Marriott School of Management at Brigham Young University, he also provides research services to tech companies. Additionally, he is the CMO for revealit TV, an AI and blockchain-powered interactive video technology company.

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