How to Drive Conversions Easily with Signature Marketing

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Email signature is one of the most untapped marketing and lead generation tools. Signature marketing has one of the highest impression rates, offers high volume at extremely low cost, and is built on trust and valued communication — yet most businesses fail to do so without an effective way to manage their signatures and analytics in one place!

Each time you send an email without making use of your signature, you’re losing a chance to tell your story. This is why in this article, we’ll guide you through the key essentials of signature marketing, why it works, and show you the quickest way to implement your next signature marketing campaign. ✍️

What is Signature Marketing?

We have all come across an email signature, and you might already be using one. A good email signature will be rich with key information like name, title, business, and other contact information. (We shared a guide on how to create a signature that drive brand awareness and shows off professionalism.)

But let us clarify this upfront:

Simply having an email signature does not necessarily mean you are doing signature marketing right!

Signature marketing goes one step further with links and banners that generate conversions. Designs that are optimized for marketing includes clear call-to-action’s and visual campaigns containing banner and tracked links.

Your team is most likely spending a great amount of time and effort creating engaging content for your audience. Don’t waste the space in hundreds (or even thousands!) one-to-one business emails your employees send to promote your company initiatives.

Why Email Signature Marketing works

email marketing effectiveness compared to social media
Email vs. Social Media (source)

Despite popularity of social media and influencer marketing, email is nowhere near its ending days. Email remains the top channel of communication for over 86% of professionals and is the 3rd most influential source of information for B2B audiences.

Moreover, 91% of 2.6 billion email users check their inbox daily, compared to Facebook (57%) and Twitter (14%). While most users don’t like receiving marketing messages on social media, 77% of users prefer emails for permission-based promotional messages.

Not only that!

This study also shows that email reaches 79% of the people you send it to. Email has a clear advantage, when compared to only 1–6% organic reach of Facebook and <1–30% for Twitter. Most importantly: the average open rate (18%) and CTR (3.7%) of email prove its effectiveness compared to Facebook (0.07%) and Twitter (0.03%)!

This is even more relevant in B2B marketing, where email remains the most personal and high-touch form of communication.

We can go on and praise the effectiveness of email marketing, and our focus today on email signatures is the perfect example.

Full control of your signature campaign

Email-signature-example-mailbutler

Also, one of the key differences between a signature and a PPC campaign is the level of control. With your signature, you and your team can fully monitor the ad placement, location, recipient and deliver frequency.

Signature marketing is for everyone

Lastly, the name ‘signature marketing’ is misleading because it’s definitely not only for marketing teams. Everyone in the team sends and receives emails. Signature marketing, compared to other channels of campaigns, therefore delivers high volume at very low cost. 

What does this all mean?

No matter the size of your team: from a company of one to large enterprise of thousand employees…the power of signature marketing is in the hands of every single department, team and person in your business.

That’s why we urge you to consider these 5 reasons why your business should implement a signature campaign:

  1. Email outperforms social media on all key metrics
  2. One-to-one email is personal and trusted offering high authenticity to your marketing materials
  3. Signature campaigns are low cost with high delivery volume
  4. Well controlled ad display location
  5. Everyone in your team can contribute!

Pain points of starting a signature campaign

That said, there are plenty of reasons why businesses are neglecting the importance of their email signatures, largely because there seems to be no easy way to implement it to the existing email clients.

Not to mention that the more employees, the more time-consuming it is to manually monitor the effectiveness of campaigns, or to keep everyone’s signatures compliant and on-brand.

It’s also easier said than done to create a performing signature. Without coding / HTML knowledge, your marketing team can be reluctant to take on the task to design a good looking and converting signature. At the same time, designers can find it difficult to keep track of marketing ROI’s that are crucial to measuring the success of your signature campaign.

This means to successfully start a signature campaign, your business needs a single solution that lets you:

  1. Easily create professional designs that fits your brand
  2. Implement, sync, and share trackable marketing materials for everyone in the team
  3. Monitor campaign ROI’s to help you adjust marketing message and allocate resources effectively.

Design, share and monitor your signature campaign effortlessly with Mailbutler

Luckily all of the above can be easily resolved by an intuitive solution.

Mailbutler is a feature-rich email productivity plugin for Gmail and Apple Mail: it offers a highly customizable signature generator with built-in designs that help any teams kick start their campaign with no HTML or design knowledge required.

After a template is created, signatures are automatically generated for your team and ready to be used in your next outgoing email.

Mailbutler Email Signature Templates

Paired with Mailbutler’s built-in email tracking and link open tracking, your team can easily monitor click through rates, impressions, and quickly optimize communication and next-steps based on effectiveness of your campaign.

Employee signature is an ideal place to implement marketing messages for lead generation and to promote your brand initiatives. When done right, you can turn every business email into a powerful marketing campaign targeted to your most engaged audience.

Are you ready to take email signature marketing to the next level? We’re here to help. Find out more about Mailbutler’s Email Signatures for Teams, or contact us here to schedule a free demo on our signature marketing solution.


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Mailbutler is a powerful productivity extension for Apple Mail and Gmail that helps professionals and teams email smarter to get more meaningful work done. Get started today for free.

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