Did you know that the humble email signature is one of the greatest untapped marketing channels you have at your disposal? Or that it will give your marketing campaigns an extra boost without too much effort?
Email signature marketing offers a great way for you to broaden your social reach, drive traffic to landing pages, run banner campaigns, and maintain brand consistency across all your email communications. You also can showcase and therefore extend the reach of your key marketing communications activities.
The supposed death of email
There are now 4.3 billion email users worldwide according to the Radicati Group. That’s over half the world’s population. When you think of it like that, that’s an insane amount of email users. And with a growth rate of about 3% annually, that’s adding another 100 million users every year.
Even more staggering is that almost 333 billion emails are sent every day, according to Statista, including business and personal. And this is going to rise by an additional 13 billion emails per year and reach 376 billion by 2025.
Now does that sound like a communications platform that is on its last legs? Yes, we all use instant messaging tools like Microsoft Teams, Slack and social media. However, there are roughly four times as many email users than users of all those tools combined. You can argue that’s because email has been around a lot longer than instant messaging and social media, but it’s actually due to the fact that email is still the corporate communication tool of choice for businesses across the world.
Current research from DMR also shows that the average office worker receives 121 emails a day. That worker will then send roughly 30-35 emails in turn. Taken over one year, discounting things like annual leave, that’s over 11,000 emails that just one worker will send.
Then multiply that by the number of employees in a company and you start to see the sheer volume of emails that are flying around out there. When you take all global email users into consideration, that equals 3.5 million emails sent every second. And then you have nearly half of all these users checking their emails every few hours.
Admit it, we’ve all checked our emails while watching TV, having breakfast or travelling. It’s just what we do now particularly given the fact that almost all of us use smartphones. We’re basically drowning in a flurry of emails and we continue to use it is a medium to an extreme level.
And just to be clear, we’re not talking about marketing emails. We’re talking about the day-to-day business emails that we are all receive from colleagues, customers, etc. That’s every email sent out via your company on a B2B basis.
This information is important as it really shows you where email signature marketing comes into play.
Defining email signature marketing
Now, we all know what an email signature is. At a basic level, it’s a contact block added to an email. Essentially, it’s an electronic business card.
It gives information to a recipient on how to contact the person who’s emailed them. It’s an uncomplicated item that appears in standard corporate email.
However, where an email signature can add much more value is if it’s treated as if it’s another marketing channel. Not just as a means of communicating contact details but as part of your overall marketing strategy. This is what we term as "email signature marketing".
How many promotional emails does your company send to customers and prospects? We’re sure it’s a very large number. And you’ll get an average open rate of about 20-25%? That’s about the industry standard.
So, you’re looking at 75% or more who never even see the message you’ve put in that specific email. You’ve spent ages designing the template, getting the messaging right, segmenting the lists and choosing the appropriate time to send it to now realize that most people won’t even read it.
Now think about all the standard corporate emails that are sent from your company. The normal everyday messages that your employees send on a daily basis. You’re looking at hundreds, thousands, maybe even millions.
The majority of those emails will have some kind of value to the recipient, and will, for the most part, contain important business information.
The recipient will often trust the sender. They either already have a business relationship or they’re in the process of building one. Trust is a difficult thing to come by over email, particularly given phishing scams and the high level of spam out there. But if you trust the person you’re communicating with, you’re going to be more receptive to what they have to say.
You then take that simple contact block you’ve appended to your message, add in your brand elements, eye-catching promotional banners with a call to action, links to your social media, and award recognitions. Your email signature marketing message clearly, yet discretely, promotes your latest marketing efforts in a way that is clearly seen by your target audience.
Factor all that with the trust element we mentioned earlier, and this recipient will be much more willing to engage with your content. The email signature marketing message is not forced on them like it can be with other channels.
Using email signatures as part of an integrated marketing campaign is a great way to increase additional engagement depending on what you are trying to achieve. And email signature marketing is a low cost, yet high volume way to reach more people.