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Why the strength of email is in the numbers

Guest post by Christian Buckley

The world of digital marketing is constantly evolving, so it's no surprise that some opportunities to maximize brand visibility and bottom-line savings get lost in the mix. But one such opportunity lies, quite literally, at our fingertips.

Email signature marketing campaigns offer a cost-effective way for companies of all sizes to build on their existing presence while reaching both internally and externally with powerful branded messaging. With the sheer amount of money invested in digital marketing, organizations can easily forget about other cost-effective methods to enhance their brand. Email signatures are a great way for companies to reach their desired audience without having to pay extra advertising costs. This is increasingly important, with many employees now working from home and the current economic outlook becoming more uncertain.

Using an email signature management solution

Looking at email growth trends

When you look at the numbers, email continues to reign supreme in digital communication. Despite many alternative forms of electronic messages like text, chat and social media platforms, nothing comes close to matching email's staying power.

According to Radicati Group Inc.'s Email Statistics Report 2020-2024, alongside Statista's recent State Of the Global Online Market report, there’s still a steady increase in both business and consumer use of emails.

  • The total number of business and consumer emails sent and received per day exceeded 306 billion in 2020 and is forecast to grow to over 361 billion by year-end 2024. (Radicati)
  • The number of worldwide email users topped 4 billion in 2020 and is expected to grow to over 4.4 billion by the end of 2024. Over half of the world’s population now uses email. (Radicati)
  • The number of worldwide email accounts is expected to continue to grow at a slightly faster pace than the number of worldwide email users. (Radicati)
  • The number of emails sent and received per day worldwide is set to grow from 269 billion in 2017 to 376.4 billion in 2025. (Statista)

Email is a timeless digital tool that continues to show exponential growth, integrating perfectly with other systems. While it remains an indispensable part of our workflow, most businesses are not utilizing its full capabilities, leaving amazing opportunities on the table.

Radicati quote on the total number of emails sent and received

Turning email signatures into the ultimate networking tool

Email signatures are the digital equivalent of physical business cards. However, they aren’t just a way to share contact information. They’re also an effective channel for promoting your business. With one professional and well-designed signature template, you can communicate key messages and consistently promote your company brand every time someone sends an email. Investing in well-crafted, branded signatures that truly capture who your organization is can be one of the most valuable investments you make into building lasting customer relationships.

Unfortunately, email signatures are often an afterthought for both businesses and employees. While companies may provide initial templates or guidelines, they have no way to centrally manage email signature layouts across the enterprise. With more staff working remotely or in a hybrid model, keeping your corporate email signatures consistent across the enterprise can seem like a daunting task. So, relying on individual employees to update their signature template often means unbranded emails or rogue messaging, leading to brand inconsistencies that make a company appear unprofessional and disorganized.

To avoid this pitfall, third-party solutions enable IT teams to reduce management overheads while offering marketing departments more control over messaging and visuals. This ensures corporate emails always appear professional even with distributed workforces.

Email signatures as a networking tool

Rely on the email signature management experts

This is where Exclaimer can help. By providing greater control over design while reducing the IT resources needed, Exclaimer empowers companies with comprehensive email brand oversight and a new personalized engagement platform.

Your employees are a reflection of your company, so providing them with polished and professional email signatures across all devices is a must. Having the same branding on every outgoing message also firmly establishes key business objectives throughout the workplace.

With real-time change management, marketing teams can quickly and effortlessly adjust templates for shorter or longer campaign runs depending on the desired outcome. And all without any help from IT!

With a centralized system, it's also easy to keep everyone in the loop. From updating customers on key announcements to giving marketing an inexpensive yet powerful advertising platform, your company gets streamlined brand familiarity on every message, making email signatures work harder and smarter. By centrally managing your signatures, your company can make sure every message has the same look and feel, strengthening your brand while providing customers with important updates in a timely fashion.

Make sure you're taking full advantage of this modernized approach to marketing and learn more about Exclaimer 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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