how can the content manager take advantage of email signatures?

Amandine Fernandez

Head of Acquisition

Content Marketing has become essential for companies of all sizes. At the helm of these strategies, the Content Manager should combine subjects, formats, and contact points to reach the best performances. There is good news: the underestimated channel, email signature, can make a significant contribution to this.

‍Content Manager, who are you?

The Content Manager’s mission is to create and diffuse web content or other forms of content (texts, presentations, videos, etc.) for their company, institution, product, or personality. The content flows to all channels: websites, social media, newsletters, printed documents, etc.

Even if on paper their mission seems “simple”, the Content Manager has a role that is becoming more and more strategic. The content that they create, manage, and diffuse should be in accordance with the products or the services of the brand in order to create a link with the audience. Also, and most importantly, the content should reflect the value, the vision, and the ambition of the brand.

The Content Manager's priority: showcase the content

The goal is known: emerge from the noise and have the customer see the difference. That is not always simple... Every day, we are confronted by a multitude of brands. We interact with them on the street, on our smartphones, or even on our computer. Thus, the brand’s identity should be impactful, clear, and recognizable on all fronts so that it can leave a lasting impression on the consumer. This is where the complexity of the Content Manager’s job lies: managing to make the brand shine through the content, in order to enrich its audience regularly and intelligently.

The email signature, a channel to diffuse content

Once the content is created, now comes the challenge for the Content Manager: to promote it in the right place, to the right person and the right time!

‍Blog, social media, newsletters, or with influencers… the choices are endless! A channel that stands the test of time, but it is hardly used to its full potential: email signatures in 1to1 emails!

And yet... An employee sends around 40 emails per day and receives 121. With an opening rate of close to 100%, professional emails represent a real gold mine for Content Managers. Thanks to a tool like Letsignit, they can centralize the management of email signatures to promote product content. This also guarantees the consistency of the content broadcasted with the brand's visual identity.

Signatures to promote all types of content

Moreover, they can also benefit from this channel by adding marketing banners to communicate in a targeted way on several subjects:

Company News: awards, fundraising, new website, press reviews, forums, new identity, brand culture or recruitment
Clients: support information, surveys or testimonies
New products & promotions: downloading an app, free trials, promotions or demo video
Resources: blog articles, newsletters, podcasts, videos
Events: conferences, webinars, tradeshows

The solution allows them to then, analyze the performance of their campaigns via the statistics collected by the platform or by even adding UTM to their campaigns.

By making your email signatures as part of your diffusion strategy for your content, the Content Manager has an opportunity to better re-use their production.

A study done by OzContent revealed that 60% of Marketing Managers re-use their existing content 2 to 5 times, but only 29% have a refined strategy for doing so. Thanks to email signatures, they ensure that they take full advantage of the investments made at the time of creation!

Email signatures, as long as they're centralized to better narrate, represent a precious channel to re-use contents. And to contribute to ROI!

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Sources : SemRush : https://fr.semrush.com/blog/50-faits-sur-le-content-marketing-que-vous-devriez-savoir-en-2017/

‍OzContent : https://ozcontent.com/blog/how-to-repurpose-content-like-a-pro-and-make-your-good-ideas-last-twice-as-long/

About the author

Amandine is the Head of Acquisition at Letsignit! Initially a content specialist, she now actively contributes to the profitability of acquisition channels: SEO, SEA, SMA, SMO... Amandine is also one of the pillars of Marketing at Letsignit! For more than 5 years, she has been participating in and initiating marketing projects and campaigns that systematically reflect her vision, writing style, and creativity (which can also be seen in all of her colorful outfits that brighten up the day of everyone she meets).

About Letsignit

With Letsignit email signature manager, connect with your audience in a way that's on-brand and personal, while driving quality lead generation.

Frequently
asked questions

Is it possible to track the number of clicks on email signatures?

Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.

You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.

If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.

Can we add links to social networks, our website, and appointment-setting applications such as Calendly?

With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.

And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.

Can employees update their signature information themselves (number, function, etc.)?

It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.

This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.

Why it is important to standardize our email signatures on a large scale to ensure our identity and brand image?

It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!

A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.

With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.

What is the user experience like for our employees?

If you opt for the Letsignit Add-in for Outlook, they will have a dedicated space in their Outlook account where they will be able to view the signatures and campaigns assigned to them.
If you opt for the Letsignit Desktop APP, they will be able to preview all their signatures and campaigns in this space. If they want to change their default signature to another one when sending an email, this will be done in their signature library in Outlook.

In both cases:

They preview their signature before sending an email and choose from signatures assigned to them.
Based on the permissions granted, they will also be able to modify their personal information such as their name, position, or address in these spaces.

In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.

Can my employees have multiple signatures available to them?

With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.

Regarding the creation of email signatures, you can make several variations such as:

An English, Spanish, etc. version to adapt it to your audience
A signature template with timely promotional banners.
Use different formats of your logo according to your subsidiaries.
A signature for each of your branches.
Signature banners created especially for internal exchanges.
A simplified version for reply/forward of emails.

Everything has been thought of to go further in the personalization process based on the recipient of your emails.

Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.

As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:

Optimization of the weight of signatures and campaigns in emails.
Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.