Email signatures are an ad campaign in their own right. Their performance must be evaluated and compared to that of other channels: SEA, social ads, SEO… How do you do it? With what KPIs? Here’s an explanation.
How much traffic does an email signature bring? What’s the quality of this traffic compared to other channels? These are legitimate questions that apply to email signatures as to other channels (SEA campaigns, social ad campaigns, SEO…). And for good reason: in digital media, we can only take advantage of what we can measure. Good news—email signatures are very trackable. No algorithm transforms this channel into an indecipherable black box. Everything is out in the open.
Set UTMs to measure performance correctly
A centralized email signature solution like Letsignit immediately gives you the tools to analyze the contribution of signatures. A summary view shows click-throughs and links clicked, while a detailed view lists clicks by user, signature, and link clicked. In short, the basics. The advanced search brings you a more nuanced analysis with a few bonus features. Select a period, signature, or campaign and receive a breakdown of the corresponding performance. You can export the data to run personalized filters—for instance, to see the performance of a group of users.
But a digital campaign manager will want even more. In particular, to compare the performance of an email signature to other channels for the same campaign. Here, the solution is rigorous use of UTMs. Remember that UTM parameters allow you to track referring traffic from third-party channels (emails, social posts, content hosted by third-party sites, etc.). These parameters can carry the name of the campaign, source, and medium. You can retrieve information classified according to this system in Google Analytics, which opens a lot of possibilities…
Think in terms of “CPC equivalence”
Specifically, you can use the Google Analytics “acquisition” menu to visualize your campaigns and the contribution of each lever used. Take advantage of Google Analytics 4 to refine your analysis strategy. With the new version, it’s easy to measure the traffic acquired by each channel, “engaged” sessions (those that triggered a specific event), and those that triggered a conversion.
How can you summarize performance in a comprehensive report? By keeping “click cost” in mind and calculating “CPC equivalence.” For example, in an organization that invests a lot in SEA, the traffic generated by email signatures can be translated into the “Google Ad CPC equivalent.” If the signatures associated with a campaign generate 300 clicks, and an average Google Ad CPC is , the value of my campaign in “Google Ad Clicks” is $867. The same calculation can be performed with Linkedin CPCs, if it’s more applicable.
These equivalences can be combined with the value of conversions generated. You must assess the value of a captured contact that will then be qualified as a lead by marketing and sales teams. After a few months, this value can be weighed with the medium’s ability to generate qualified contacts. If the conversion rate from contacts to leads is 20% higher for email signatures, you might take this into account when calculating the conversion value. Again, this accurately assesses the business contribution and not just traffic generation.