Scoping email signature projects for a corporate entity

Having been at this for some time, we know that there are a number of pitfalls that can occur when setting up an email signature project, and as a result, we have devised steps that can ensure a better experience. Projects can vary in difficulty, from being extremely basic to being highly complex, but whatever the scenario might be, we can ensure your success. For the purposes of this article, let’s split the scope into Branding and Campaigning. Let’s get started scoping email signature projects..

Branding

You want to unify the look and feel of corporate emails. Or you may have recently rebranded, or are looking to solidify your brand’s recognition. If so, a branding campaign is right for your organization.

Email signatures are seen by every email recipient from your Exchange Server. Why this element has evaded the branding team for so long is likely still a mystery, but this can be easily resolved, through centralized email signature management. The process, long as it may seem, will go something like this.

Getting Into the Nuts and Bolts

These next steps may seem daunting but know that if you have a defined look for your signatures in mind, and can answer the questions posed below, this doesn’t need to be a long-winded venture. Making assumptions, at this point, has pushed back a number of deployments at the actual rollout stage, so knowing the answers up front can help expedite the sign off process. Here’s how to do it:

Scoping Email Signature Project

 

 

        Dept.        Signature
o        Marketing and Sales o        Campaign Signature
o        HR o        Corp Standard (no campaigns)
o        Support o        Support signature

 

With the information outlined above, we know what signatures you want defined, to whom you would like them offered, which should be the defaults for each deployment group (department, country, state, etc.), and the amount of flexibility you are willing to extend to an end user. We also know where we are sourcing the data from to build the dynamic content, and we have the graphics required to start work. Having this information ahead of time can greatly expedite the setup and scoping process.

Campaigning

 

Now that you have signatures defined, which signatures should receive Campaign banners? “Campaigns” is the label we use to define the content that can be optionally appended to any signature. If you want to include a Marketing Banner and a Corporate Disclaimer below that, it’s best to define the Disclaimer as a Campaign. This allows you to define the content once and assign it to as many signature definitions as required. With a Campaign, any and all edits occur in a single location, and are then applied to all templates to which the disclaimer (or Campaign) is assigned.

The scoping steps for Campaigns are similar to those for scoping the Signature Templates. Let’s take a look.