Include Exclaimer Cloud in your Marketing Plans
Christian Buckley - Microsoft MVP and CEO of CollabTalk LLC
Companies are constantly looking for ways to extend their brands. In the digital marketing era, every company is promoting their products and services through the common distribution channels: search engine optimization, per-per-click advertising, email campaigns, social media advertising, and so forth. This mass proliferation of outbound marketing tactics, made possible by the low cost and ease-of-use of cloud-based marketing automation services, has made it difficult for companies to achieve customer visibility through these broadcast methods. What customers want is personalization and focused communication.
Where outbound marketing focuses on “pushing” your marketing messaging through advertising channels, inbound marketing focuses on “pulling” customers toward your brand and message, most commonly through content marketing strategies. The strategy of inbound marketing is to provide value and gain permission from the customer to continue marketing to them, modifying messaging based on their unique needs.
Inbound marketing is successful when it enables a company to have a dialog with the customer, and to build trust.
One of the most over-looked inbound marketing tools for the enterprise is the email signature. When included within your overall marketing strategy, the email signature allows for consistent delivery of key branding and messaging, but as a secondary aspect of your customer interactions. In other words, when individuals in your company interact with customers and prospects through email, the primary focus should be the one-to-one relationship and conversation. Rather than dilute the trust you are developing with customers through these interactions by following your interaction with an obvious email marketing campaign message, the email signature is a way to reinforce your brand and any campaigns in a more subtle, yet consistent manner.
Consistent Delivery of Your Marketing Message
For organizations using the Office 365 platform for email and collaboration, Exclaimer Cloud – Signatures for Office 365 is the premier solution for ensuring the consistent delivering of your marketing messaging within every customer and prospect interaction. Rather than follow up a customer call with an “official” email that could undo the good will generated through your personalized interactions, the use of Exclaimer Cloud allows employees to focus on the needs of the customer. As trust is built, the consistent branding and messaging within the signature acts as a “Call to Action” for the customer.
In this digital marketing era, the number of customer “touches” required before a prospect takes action is 10 to 12 or more. That means that prospects will often read blog posts, join webinars, download whitepapers, and see your brand in online and social advertising a dozen times before responding to an offer. A consistent email signature can reduce the number of customer touches because it sits in the background of your relationship-building interactions via email. The faster you are able to build trust, the faster the prospect will move toward a conversion activity, such as a whitepaper download, a product demo, or a purchase.
Exclaimer Cloud - Signatures for Office 365 works exclusively within the Microsoft cloud environment, and is hosted within Microsoft Azure datacenters in the US and throughout the world, ensuring the highest levels of availability at all times.
Creating Your Inbound Email Signature Campaign
Once installed within your Office 365 tenant, Exclaimer Cloud provides administrators with an easy-to-use drag-and-drop editor, allowing you to create a single signature template for your entire organization, or to build customized templates for teams and business units, or even based on user role. All signatures can be personalized for the user, but the marketing value is that the administrator can centrally manage and modify each template, ensuring that the Call to Action and branding are consistently used by all employees.
By employing different email signature templates based on employee role, your strategy becomes even more personalized. For example, your sales and marketing team may have a signature campaign that is broader, pointing customers and prospects to high-level messaging around your product or service. Your Sales Engineering (SE) team, however, may have a more specific campaign strategy, with their signature messaging pointing to more technical details of your product or service, such as a technical whitepaper or Frequently Asked Questions (FAQs) around the offering. This makes sense, as the SEs generally become involved at the technical review phase of a customer discussion.
In addition, you can build intelligence into your signatures, changing the templates that are used based on specific user attributes, such as geography, company, or customer title, ensuring the appropriate message and Call to Action is always used.
By leveraging the email signature as a specific marketing strategy, you help advance the overall customer journey toward that conversion activity.
As marketing tactics and offers change, the central management of email signatures through Exclaimer Cloud means that any changes made to a template are immediately reflected on all outgoing emails, in real-time.
Exclaimer Cloud – Signatures for Office 365 should be factored into all of your inbound and outbound marketing strategies. To learn more about the solution, visit www.exclaimer.com
About Christian Buckley
Christian is a 7-time Office Servers and Services MVP, internationally-recognized technology evangelist and collaboration expert, and the Founder & CEO of CollabTalk LLC, an independent research and technical marketing services firm based in Salt Lake City, Utah.
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