21:26
Email marketing is an important component of a robust digital marketing strategy, but what about the daily emails we send each day as we interact with clients, vendors, suppliers. Every person in your company is sending emails and the real estate at the bottom of those emails is important because someone is already looking.
A study in 2004 showed that a person in business will send 34 emails daily and receives 99 emails daily (which are likely responded to) – I would suspect that it has tripled since 2004. At least for myself that is the experience. Either way, the point is: We send and receive a lot of emails.
One thing that strikes me is that few companies engage in real signature branding, which is a missed opportunity to increase engagement with people you are doing business with, and turn loyal clients into referring clients by reminding them of your brand on a regular basis by including links to your website or if possible, links to the latest blog posts of press releases. If signature design can be managed centrally by the marketing or sales team, it becomes possible for once mundane daily back and forth to turn into a branded experience which can be updated to keep them interested.
In email marketing, it can be hard to simply get them to read the email. If you already have people who are guaranteed to read your emails it is important to remind them of what more you can do for them. This makes the email signature valuable real estate.
Ideas for engaging others in your email signature:
- Include a link to your website
- Include links to your blog or, better yet, the latest posts and update these
- Or a link to your latest white paper
- Link to a feedback form
- Have a question – link to a place where they can answer
- Include your logo and use some color too