The need to give marketing ownership
As a Catholic healthcare organization, St. Joseph Health System is challenged to provide quality care and respond to the needs of their community. Email is one of the main marketing tools used by the organization, so it was decided to add campaign banners to all employee signatures in order to increase awareness of upcoming local events and initiatives.
However, with a database of thousands of contacts, the complexity of enabling this plan soon became apparent. Time consuming and resource intensive, it was clear that a dedicated software solution was required to give marketing direct control over any signature content, allowing them to automatically add new banners as and when they were required.
Choosing the right tools
A number of different products were researched and assessed on a combination of functionality and price. In the end, Exclaimer Signature Manager Exchange Edition was chosen due to the software’s unique ability to address the challenges they were facing. Also, with the marketing department not being allowed access to crucial systems like the Exchange server, a tiny change to email signatures would have been an enormous undertaking from an IT perspective.
Exclaimer Signature Manager Exchange Edition offered St Joseph Health System the ability to configure specific email disclaimers, marketing message, and the design of each email for Outlook and mobile devices. The organization was also given the ability to see the added communication banner, disclaimer, signature and marketing message after it was sent, which is not a function offered when sending through Exchange. All users would now have visual confirmation of the processed email within their Sent Items each time.
“As mail admin, I needed to find a product that was quick to install, didn’t require a system restart, was easy to configure, and simple to operate,” explained Wayne Norman, Email Systems Specialist at St. Joseph Regional Health Center, the main campus of the organization. “By all accounts, Signature Manager Exchange Edition met these requirements.” Expecting to take half a day to teach the marketing department how to use the software, IT handed over everything in less than an hour, safe in the knowledge that no further IT work was required.
Setup for success
After implemention of Signature Manager Exchange Edition, the day-to-day running of the software is now the responsibility of the marketing department. It eliminated the manual IT labor cost and simplified the design process so that all employees would be guaranteed to be using the right email signature.
Productivity rates increased dramatically once Signature Manager Exchange Edition was deployed. What would have required significant manual effort - pulling data from multiple databases, adding banners to each email, asking IT to implement new campaign banners for all employees - has been automated. This allows marketing to focus solely on the creative aspects of their campaigns.
“I will definitely be recommending Exclaimer in the future,” states Mr Norman. “The software is so easy-to-use, it is not invasive like other solutions, and taking signatures off the Exchange server provides me with so much more flexibility.”