This Underrated Email Marketing Tactic Receives Nearly 100% Open Rates
You don’t need an email service provider, a massive email list, or powerful subject lines to see email marketing results. Even some of the most digitally savvy organizations ignore this underrated email marketing tactic.
The tactic gets ignored because it’s right under most marketers’ noses: employee email signatures.
The average employee sends around 40 emails a day. It is the main communication channel for most organizations. Even a team of 10 employees will send hundreds of emails combined in a single day. With the right email signature, every email is an opportunity to convert casual conversations into new customers.
Here are three reasons to create an email signature marketing strategy today:
1. Receive 100% email open rate
One-to-one marketing is common for early-stage startups and small businesses. But as businesses begin to grow, so do their marketing efforts. Companies aim for bigger and better things.
But even medium to large organizations can benefit from a smaller vision. One-to-one marketing is very effective as it is very personal. And nothing translates this customization better than open rates.
The average email send receives between 10% and 30% open rates, depending on the industry. Meanwhile, daily emails sent by your employees are receiving open rates of nearly 100%. An intentional message in the email signature—multiplied by every email sent by every employee—can become a powerful email marketing driver.
2. Build trust through interpersonal communication
The purpose of branding is to form a relationship with customers that improves long-term retention and conversions. In this sense, branding is a tool to foster trust.
But even the strongest brands in the world don’t enjoy the same trust as individuals, even the people working in those companies. Social networks are a good example. Consumers tend to prefer hearing information about a company from employee channels rather than company profiles. This is because people have deeper relationships with others.
The same is true in email. By creating an email signature marketing strategy, you promote your brand through a very personal medium: one-on-one correspondence.
3. Take advantage of low cost conversions
The best part about forming an email signature marketing strategy is affordability and simplicity. Organizations are simply tapping into the organic conversations that are already happening through their employees.
Every new conversation is an opportunity to make a sale, publicize your latest features or press release, or at the very least raise awareness of your brand. In fact, Letsignit – an email signature personalization and editing tool – has had an average click-through rate of 4% in email signature campaigns.
Of course, email signatures can be static or change regularly. Letsignit allows admins to manage and edit email signatures for their entire company or even individual departments. This allows you to create highly targeted campaigns, even in the email signatures of specific teams in your company.
E-signature marketing in numbers
Interpersonal email is asynchronous. It’s one-to-one, which means it’s hard to scale. For this reason, beyond one-off tactics like cold pitching, standard email is often overlooked as a marketing channel by most organizations.
But for the modern distributed workforce, interpersonal communication has become a high-volume activity. A single employee can send emails to a few dozen to a few hundred different people in a single work week. This creates plenty of opportunities for incidental marketing and branding moments in every email sent. A simple message can lead to a new conversion.
The numbers speak for themselves. According to a study conducted by Letsignit with 749 marketing decision-makers from SMEs and large accounts (more than 100 employees), the generation of traffic and contacts increases by 25% thanks to the promotion of assets in email signatures. This includes everything from events to surveys, offers to testimonials.
The study also uncovered profound results beyond marketing: in employee engagement and updates. Electronic signatures contribute to a 34% increase in employee information and engagement, allowing companies to keep team members up to date with the latest in the organization.
When thinking about your next marketing promotion, don’t overlook the power of person-to-person emails. A simple change to employee email signatures is one of the most underrated opportunities to make your next campaign a huge success.
Learn more about the marketing power of email signatures by visiting Letsignit.