What is Signature Marketing? Part Three: Getting Practical

In the first two installments of our three-part series on signature marketing, we discussed email signatures branding, as well as how analytics and data can help improve your signature marketing campaigns. These two articles laid the ground work to help you better understand how email signature marketing can benefit your business. In Part Three, we’re […]

Published: 7/27/2016 by Eric Kotchi

In the first two installments of our three-part series on signature marketing, we discussed email signatures branding, as well as how analytics and data can help improve your signature marketing campaigns. These two articles laid the ground work to help you better understand how email signature marketing can benefit your business. In Part Three, we’re looking at things from a more pragmatic point of view. In other words, how best can you market using email signatures?

We answer this question below. So what are you waiting for? Read on!

Email Marketing Best Practices or: What to Do with Your Email Signature

There are two ways to approach email signature marketing: the simple approach and the complex approach. We’re going to discuss both. The simple approach is, well, rather simple, as you might imagine! As we discussed previously in “5 Great New Year’s Resolution Ideas,” there are some basic, fundamental best practices that you and your team should be following if you want to maximize the potential of your email messages. These include:

  1. NEVER send an email without an email signature.
  2. ALWAYS use smaller email signatures when replying to an email.
  3. NEVER send out an email without a marketing message below your email signature.
  4. NEVER send an email in rich text format.

Why should you follow this advice? Because if you don’t, you’re squandering free advertising space. Remember, an email signature is free and can be used to promote whatever you like. Why would you not leverage your email signature for marketing or promotional purposes? Think of the alternative – that space is simply left blank. What does that accomplish? Nothing.

But this is a philosophical way of looking at the issue. Let us take another approach. Let us look at the matter pragmatically.

Let’s say you run a small business with 10 employees. Now let’s say that each of those employees sends on average 25 emails per day. That is 250 email messages being sent each day from your business, or 65,000 emails sent every year (assuming 260 work days in a year). That is a lot of email messages, and that’s just what a small business sends in an average year. What if you run the marketing department for a company that employs 1,000 or 10,000? It is not only feasible, but likely that such a company will send in the realm of tens of millions of email messages each and every year – and those email messages are either going to contain marketing materials or not. As a marketer, or as a business owner, which side of the table would you like to be on?

Email Marketing Specifics or: How to Leverage Xink’s Marketing Tools

Now onto the more complex approach to email signature marketing – the actual planning and execution. Thankfully, Xink provides you with a wide range of tools to get the most out of your email signature space. Creating, distributing, testing, and analyzing your company’s email signatures is made easy with Xink, and through our many tools, you can continuously fine-tune your marketing campaigns. Two of the best methods for doing so are comprehensive A/B testing and the creation of campaign rules.

A/B Testing

As we discussed in a previous article, Xink makes it possible to run two separate email signatures (or email signature campaigns) concurrently. This is invaluable as it allows you to measure one approach against another. Only by establishing a baseline and making comparisons against it can you determine if an email signature is working or not. To implement A/B testing in Xink, simply run two campaigns at once – it’s that easy. In fact, the process works as follows:

  1. Add Campaign A
  2. Add Campaign B
  3. Run Campaigns A and B concurrently

Email Signatures Branding - Campaign A/B Testing

Once both campaigns are being run, Xink will measure the click-through rates for each. This provides an objective means of evaluating which signature campaign is more effective. Select the “winner” of the two campaigns and run comparisons against it, ad nauseam, until you’ve arrived at a signature campaign that meets your internal target.

Campaign Rules

Your sales team, marketing team, and production team (to name but a few examples) all have different goals and purposes. It stands to reason that they are also in communication with different groups of individuals as well. So it only makes sense that these departments should be able to send unique email signatures. An email signature campaign that is right for one department will not necessarily be right for the other. This is where Xink’s email campaign rules come into play.

With our intuitive editor, you can easily set up different campaign rules for different groups. In a nutshell, it allows your organization to send unique email campaigns to different target groups and sub-groups. Let’s say your business is located in New York City, but you want to run a unique email signature campaign for New York residents who live outside of the city… Xink lets you do just that.

Campaign Rules

By leveraging our campaign rules, you can continuously refine and customize your email signature initiatives. We make it a point to let you do more with your email signatures branding campaigns, not less.

Email Signatures Branding is Within Your Reach

If you haven’t yet read the first two parts of our series on email signature marketing, we encourage you to do so! In fact, you’ll be missing out on some invaluable information if you don’t. Luckily, the links for these articles are below so you don’t have to go far to find them!

If you have read Part One and Part Two, we invite you to contact us with any questions you may have. We are here to help! And of course, don’t forget about our free trial – there is absolutely no obligation and you can see for yourself if Xink works for you.