How to make email campaigns that go undetected

Email is the most effective marketing channel, but it does have certain limitations. The problem: if an email is perceived as part of a marketing campaign, it might not be opened. What’s the solution? Design email campaigns that don’t give themselves away.

Email is by far the most effective communication channel. The numbers speak for themselves.

  • 3.9 billion users,  
  • 306 billion emails sent every day, 
  • 28.5% rate of return on investment from email campaigns, 
  • 1.22% average conversion rate.  

According to the 2019 EMA B2C study, email is the preferred medium for consumers in branded communication (32%), ahead of personal mail (31%) and texts (14%). This is partly what explains such high performance. Usually, a consumer knows the brands that send them emails because they have subscribed to them in one way or another. But they don’t consider these emails a priority. A prospect will see them as less important and won’t necessarily take the time to open them. This explains an open rate that often tops out at 25%. What’s the solution? Design email campaigns that don’t give themselves away.

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Emails that can slip through the armor

A classic scenario. You open your mailbox. You quickly browse its contents. You automatically sort out the emails you perceive as marketing content—into the “Other” folder for Outlook users or “Promotions” in Gmail inboxes. You’ll go through them later. But you read through the emails sent by the media, friends, colleagues, prospects, customers…

So the challenge for brands is to slip through the cracks in order to find themselves in this second category, the one that their audience sees as a higher priority. It’s easier to open an email sent by someone you know…and you click links inside more readily.

But beware: if there’s one thing consumers don’t like, it’s feeling like you’ve tried to deceive them. It’s out of the question, then, to send emails that seem friendly or professional but are, in reality, loaded with marketing content. There’s no better way to end up in junk mail. A spam rate greater than 0.1% is enough to be classified as spam for some  ISPs… which should make you think twice.

A campaign “hidden” in the email signature

Instead of tricking prospects, you might be able to find a solution within your email signatures. The space at the end of professional emails of course allows you to give your name, title, and contact details, but it doesn’t end there. Thanks to email signature management solutions like Letsignit, your email signature can also serve as a communication channel. By integrating a banner, you can present a new offer, a prize, an after-sales service…or even deploy a real marketing campaign.

Why is this a good idea? Because a company of 100 employees sends an average of 80,000 emails each month. Because a brand’s best ambassadors are its employees—as evidenced by the growing trend of employee advocacy. And finally, because professional 1-to-1 emails have close to a 100% open rate!

A good marketing campaign that involves an email signature represents the brand’s graphic and semantic identity, presents something new, and displays a well-placed CTA. By meeting these conditions, you can create a disguised marketing campaign that can be personalized for each sector using a management tool. A campaign that will have a powerful impact, with click-through rates well above the average for regular emails.

So now you know why and how to create a marketing campaign driven by email signatures. All you have to do is implement! This channel can be one element of your marketing strategy, alongside traditional emails, social networks, print, TV, etc. An under-exploited channel, with important ROI and simple management—what more could you ask for?

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