Untapped Marketing Channel Hiding in Plain Sight!

Untapped Marketing Channel Hiding in Plain Sight; Email Signatures! Earlier this year, the team over at Gleanster Research published a very eye-opening report regarding email communications and email marketing, titled “Unlocking the Hidden Potential in Employee Email Communications“. They took the words right out of my mouth. The report encourages companies to leverage their employee email signatures […]

Published: 3/14/2014 by Mike Puterbaugh

Untapped Marketing Channel Hiding in Plain Sight; Email Signatures!

Earlier this year, the team over at Gleanster Research published a very eye-opening report regarding email communications and email marketing, titled “Unlocking the Hidden Potential in Employee Email Communications“.

They took the words right out of my mouth.

The report encourages companies to leverage their employee email signatures for brand consistency and driving revenue through signature based campaigns.
My key takeaways from this report:

  • Employee emails are an underutilized channel to drive conversion, reinforce  branding, and maximize revenue
  • Consumers receive an estimated 9,000 emails in the inbox each year. Personal messages  from sales or service will take precedence over generic marketing communications via an Email Service Provider
  • Every customer engagement via email represents the potential for a highly relevant, one-to-one interaction – one that, importantly, requires no opt-in
  • An organization with 150 employees delivering 10k customer facing communications per year has an opportunity to brand across 1.5M communications annually. Applying a paid search CPM (per 1000 impressions) of $25, the organization would be sitting on $37,500 in potentially underutilized brand engagements

Gleanster estimates that an average of 50% – 60% of inbound email requests  from customers are unknown to the organization. By engaging email media, brand communications can be systematically inserted into employee email for hyper-targeted branding, promotion, and customer service experiences

So how does this compare to your company’s email marketing? Let us know in the comments, we’ll update the post with our favorite comments!

You can find the report in its entirety here.