You seek to take full advantage of all free marketing opportunities to reach customers and partners? Undoubtedly, corporate email is great for this purpose, but there is one of its features whose potential you are probably not exploiting entirely – signatures. Your business email correspondence goes out every day anyway, so why not turn signatures into an unobtrusive yet very effective marketing tool? Let’s talk about Email Signature Marketing (ESM).
The underestimated importance of email signatures
The use of signatures in emails has become an inseparable part of business etiquette. Signatures provide details about the sender, their position and contact data, also include the corporate logo, fonts and colors, disclaimers, links to the company website and social media, etc. This entire set of information is practically an electronic business card of the company and its employee and serves therefore as a tool to promote the look and feel of your brand. Ensuring that the email signatures of everyone in your organisation are consistent and in line with brand guidelines goes a long way to creating a professional impression, building trust and brand awareness, not to mention verifying the identity of the sender (to distinguish against impersonations or cyber-attacks).
A good number of companies have already recognised the potential of one-to-one email communication and have seized the opportunity for uncomplicated B2B or even B2C marketing that Email Signature Marketing offers. Whether you are sending to just one contact or many, it is a great way to engage on a more personal level with a short and focused message. Through simple but eye-catching banners, buttons and CTAs, links, quick information about products, events, deals, customer testimonial, etc., you add value to your message without disrupting the flow of the email body. And you have the absolute flexibility to tailor the ad according to the recipients or occasion.