Using Email Signatures for Different Departments Effectively
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Email continues to be a mission-critical tool for businesses across the world. Rather than shrinking, email usage is expected to increase year-on-year by six percent for the foreseeable future. Even in a world that uses social media and instant messaging, email continues to be the communication modality of choice.
With this in mind, email signatures are one of a company’s most untapped branding and marketing generation tools. An average employee will send 40 emails daily, so think how many that equates to a year. A professional email signature’s impact on a recipient is potentially huge. This is particularly true when you implement different email signatures for various departments.
Let’s look at how you and your company can make the most of departmental email signatures.
The Marketing department
The whole purpose of a Marketing department is to increase brand awareness and run marketing campaigns for lead generation purposes.
A marketing team will, as best practice, create a lot of content to be deployed across various channels, e.g., email, social media, direct mail, etc. The objective is to target the right people to encourage them to explore what you can offer them.
However, marketing departments need to spend a lot of money to leverage these campaigns. Many companies don’t realize daily corporate emails can greatly benefit marketing and business.
A departmental email signature in this context is ideally suited to contain a clickable call to action that promotes something important about your company. Using signature banners and social media icons in email signatures easily helps to promote your brand or lead generation message.
When creating a departmental email signature for marketing purposes, you should see it as the perfect channel to promote:
- Thought leadership content, e.g., white papers, eBooks, blog posts, etc.
- Email newsletter sign-up links
- Direct links to your social media channels and web content
- Case studies and customer videos
- News about events, webinars, and recent award wins
- Press releases and news articles
When the email signature channel is used correctly, every employee’s email provides opportunities to engage and convert prospects and customers.
The Sales department
While a marketer’s primary objective is to drive brand engagement, Sales wants you to engage with the sales process.
Whether it is pre-sales or getting final contracts confirmed, Sales cares about ensuring that prospects/customers see the actual value of what your company provides.
Using a departmental email signature as a marketing channel can do a lot of sales work for you. You could use every email to guide your prospects on a journey. They could request an online demo, see a product video, view pricing, and product features, or even use an ROI calculator.
This is so they can see if what you’re offering benefits them. With each click, they will understand your product or service better, with minimal effort on your part.
Use departmental email signatures to allow prospects/customers to interact with tools such as:
- Demonstration requests
- Product videos on something like YouTube or Vimeo
- Pricing guides
- Product features
- ROI calculators
Every email can make your prospects/customers feel more confident as they pass through the sales process.
The Customer Services department
Marketing wants you to interact with your brand. Sales want you to engage with the process. A Customer Service department intends to provide added value for doing business with you. It exists to answer customer questions, troubleshoot and solve problems, and assist well past the initial purchase.
Departmental email signatures for a customer services department can remind these customers of the resources available to them and urge them to get in touch.
These tools can include:
- Support phone numbers and contact information
- Latest product release notes
- Overview of new products/services
- Landing page to suggest referrals
- Dedicated technical resources
- Opening time info
That’s not all…
Are you thinking of other ways you could use email signature marketing? What about highlighting your standard terms and conditions? What about letting your HR department promote job openings? There is so much you can do with departmental email signatures that the options are limitless.
For more information on using different email signatures for different departments, check out our free official Email Signatures for Dummies guide. You’ll then see how to make your email signature designs do more.
Let Exclaimer help
Exclaimer email signature management solutions can quickly turn your professional email signatures into a powerful company asset. Our email signature software ensures that your best departmental email signature content is naturally inserted into the right conversations, providing a continued return on investment.
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