Email Signature Marketing to the Rescue

Email is a marketing workhorse, there’s no doubt about that. However, the deliverability rates for mass email blasts is on the decline. For many marketing teams looking for new ways to ensure their messages are reaching prospects, the email signature block is being used to deliver those important marketing messages.

Published: 11-18-2014 by Mike Puterbaugh

Email Signature Marketing to the Rescue

Since the early days of the Internet, email marketing has been an important tool in the marketer’s toolbox, and with good reason: it has proved to be a cost-effective method of getting offers and promotions in front of customers.

However, in just the last few months alone, there have been some new developments that throws into question the future of email marketing as a valid method of reaching customers.

Mailing lists will be getting smaller

For instance, Google announced a new Unsubscribe button for Gmail back in August. The idea behind this feature is that users will now have the option to unsubscribe from any unwanted commercial email lists simply by clicking a button that appears at the top of an email. Of course, all legitimate email marketers are required to provide an unsubscribe option to people on their mailing lists anyway; however, these types of unsubscribe mechanisms require the recipient to scroll all the way to the bottom on an email, click a button that pushes them through to an unsubscribe landing page, and then fill in their information on the landing page before the unsubscription will finally take effect.

While Google’s unsubscribe button doesn’t offer any functionality that users didn’t already have, many email marketers are concerned that streamlining the unsubscribe process into a single button at the top of an email will make more people likely to take action, and therefore shrink their mailing lists.

Inbox deliverability is hard to ensure

Another issue that calls into question the effectiveness of email marketing is inbox deliverability. While email marketing is frequently portrayed as being a more cost-effective option to reach customers than traditional mass marketing, whatever small expenses are involved with email marketing are certain to be wasted if the emails you send don’t actually reach their intended recipients.

According to a recent report from industry analyst firm Return Path, email marketers may not be getting the level of inbox placement they are looking for from their mailings. According to the report, about one in every six email marketing messages sent will never reach the inbox of their intended recipients. Even worse, there is no single point of failure to account for the problem: the report found that 11 percent of emails went missing altogether, while an additional 6 percent were rerouted to a spam or junk folder. With no easy fix to address this situation, it seems that email marketers aren’t getting any closer to driving up their inbox deliverability rates.

The challenge

With email clients making it easier to unsubscribe from a mailing list, and email marketers themselves unable to consistently reach the people on their mailing lists, email marketers are facing a challenge: smaller mailing lists plus low deliverability rates equals fewer recipients, and lower return on investment.

The solution – Email Signature Marketing to the Rescue

Instead of throwing up their hands and giving up on email marketing altogether, organizations need to find new ways to get their message out to customers and prospects. Surviving the fall of email blast marketing is going to take creative thinking and new ideas, and that’s where Xink can help, by enabling your email signature marketing channel.

By placing your offers and messaging into your company’s email signatures, you can turn your everyday email communications into a new email signature marketing channel that is significantly more likely to reach its intended recipient than old-school email blasts. In addition, since the people receiving these email messages have an existing business relationship with your business, they will be more likely to trust and read your messaging.

As a result, you can find a new way to make up for the waning effectiveness of email marketing blasts. Email signature marketing isn’t new, but it is becoming more widely used as a hedge against the decline in mass email marketing effectiveness.