Let your Corporate Email Signature do the talking
Social Media
Ensure that your company’s social media presence is promoted in your signature. See this as another advertising platform to promote the social media your company is present on. Remember your social media is only as powerful as your followers and your email recipients are likely to be prospective quality followers.
Targeted Marketing
Marketing is especially successful when the right content and message is targeted to a clearly defined market group. Your everyday email exchange can also be used to promote certain products/services/events/promotions to the right audience.
To prevent your signature looking too complex and lengthy, you can achieve this with the use of a visual banner that is placed below your signature. These banners will encourage your recipients to take different actions, such as click a link to visit a webinar registration page.
Below is an example of how we use banners with our email signature. We typically use this banner for users of older versions of Act! to provide them with information on what is new in the latest release. The desired action is for email recipients to learn more about this latest version, which would contribute to a decision to upgrade now or consider it in the future.
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To do this effectively, create a series of banners that are designed to attract different target segments such as new leads or users. This is where having a CRM like Act! can come in handy. Before sending a prospect/client an email, get into the habit of checking if the sender is in your database. Gather background information and send an email with the appropriate signature banner that would be of most benefit to them.
Just like any form of marketing, you need to measure and track results. One way to do this is to create a unique URL and use this link in your banners to track click through rates.
Do not overuse the power of the email signature
You want your signature to be attractive but you never want it to be irritating. If you are repeatedly corresponding with the one contact, avoid using banners and/or lengthy signatures in every email you send. This will only create a lengthy email thread. Instead, after 1 or 2 emails, use a condensed version of your email signature.
Final Notes
Marketing is vital to your business, especially small business, so always find ways to create value in everything you do. It does not have to be a costly exercise. Incorporating marketing in your signature is one of many cost-effective communication channels.
