Each day, employees receive an average of 121 emails, and send about 40. With an open rate near 100% and an unrivalled ROI, the email signature is the best place for Call-to-Action Marketing.
Email remains the preferred channel of communication for speaking directly with prospects, customers, partners, and colleagues—even if a conversation tends to develop further on tools like Teams or Slack. E-mail is the undisputed winner when it comes to 1-to-1 professional exchanges outside of the company. Employees send an average of 40 a day and (almost) all of them are opened.
In the age of social media and video, mobile first and voice assistants, email has never been more popular—though its demise has been foretold many times, it’s still going stronger than ever. The first email was sent in 1971, and though much evolved, this platform has experienced a revival in recent years, thanks in large part to Substack’s reinvention and monetization of online newsletters. So much so that, according to a recent study conducted by Twilio’s SendGrid, 95% of Millennials (25-35 years old) and members of Generation Z (18-24 years old) say that email is essential in their everyday lives.
Choosing the right “touch point”
A “touch point” is a moment of interaction between a brand and an audience. Even a few decades ago, these interactions could be counted on one hand. This isn’t the case today. Banner ads, TV spots, packaging, point-of-sale marketing, brand websites, social networks, email, in-store purchases… the list grows as communication channels increase. But now, it’s become a major issue for brands to ensure consistency across all these “touch points.”
And though there are a whole host of interaction opportunities, a brand can’t leverage them all equally. Hence the interest in focusing on the most effective—email.
Of course, each “touch point” has its own functions and objectives, and each corresponds to a particular stage of the marketing funnel. For example, banner ads might be better for awareness, and social networks for nurturing. From this perspective, email is also used for nurturing, reaching out to audiences already familiar with the brand. This channel allows for very precise targeting based on audience data. Thanks to its ease of use, it offers endless possibilities for personalization and creation. And it’s a particularly effective tool for directing a prospect to another “touch point” using CTAs.
…and choosing the right CTA
Mass emailing is widespread, but it’s professional 1-to-1 emails that have truly fantastic reach. To illustrate—while the average mass-email open rate is about 23%, the average open rate for 1-to-1 professional email is almost 100%. So even with an equivalent click-through rate (usually around 4%), the total number of clicks is at least 4 times higher.
But business emails aren’t supposed to introduce marketing content too quickly or too obviously. The majority of the content is practical, commercial, or relational. The point has to be clear—let your content speak for itself. The only part of an email that lends itself, even a little bit, to brand content is the signature.
In this section, the writer reveals their identity and title, but the signature has also become the preferred place for a company to express its creativity. In the form of a banner showing their brand’s visual style, a company can present its offers, achievements, and news. By using an email signature management solution like Letsignit, you can customize the banner for individual recipients and include a CTA linking to a web page. Well-conceived, well-placed, and clearly identifiable, this CTA can generate huge traffic given the number of emails sent every day. It’s the perfect place to reach a familiar audience.
Even though it’s a 50-year-old marketing channel, email has never been better for generating traffic. Professional 1-to-1 emails generate the highest opening rates—more than email campaigns, more than newsletters. Email marketing has managed to make a place for itself thanks to signatures and well-placed CTAs. The user hardly has to think about it. This mode of communication is simple, free from algorithms, and allows you to establish close, authentic, and direct communication. In short: it’s in tune with the times.