The Latest from the Go-to-Market Experts
September 23, 2015
Customer Success: Educating Customers Via Email Signature Marketing
Many thought leaders and business executives in the SaaS industry talk about the “water bucket” as an analogy to business – especially in SaaS. Your revenue and your churn. Your challenges and your success. This bucket is your story. And when it comes to your customers, there are many touch points that came into play when earning their business. These factors come from your marketing efforts with lead generation, the thought leadership content you distribute online, the partnerships you have created, or by word of mouth. But it all likely started with a trusting relationship.
Once these customers see the value in what your product or service can provide, they start sharing more of their pain or challenges to see if you can offer other solutions or services. Building a relationship comes with time, but in these valued customer conversations, it is important to keep them up-to-date with the latest information. Customer success reps should share product notes, case studies, blogs and articles to earn credibility, yes, but also to ensure your valued customers are aware of important product updates or industry changes.
Prominent SaaS companies would tell you that roughly 80% of their new customers come from their existing customers. The true value of customer success is not just from the lifelong value of those businesses, but from word of mouth and engaging with customers’ peers and referrals. These conversations can often be started by sharing stories of another similar customer that has found success using your product or services. When it comes time to share these case studies, product updates, thought leadership pieces, or other relevant information, how do you engage your customer success reps without causing them to lose focus?
Email is Critical to Customer Success
An individual employee sends on average 10,000 one-to-one business emails a year which means 28% of your day is spent in the inbox. These personal, relationship-building emails (think Gmail or Outlook) are already representing your brand, but think about the email signature as an opportunity for up-to-date marketing content to be distributed in the same context – with no extra effort on the part of the customer success representative. Calculate your opportunity now.
Email Signatures as a Customer Sucess Value-Add
Campaigns in email signatures can play a very important role in customer success through including important company initiatives in the hundreds (or thousands) of one-to-one business emails your employees are sending every single day. Let these email signature campaigns be a conversation starter to help customers feel further connected to your brand. Learn how Angie’s List uses Sigstr to power email signature marketing for over 400 account managers.
Try Sigstr for Your Customer Success Team
Your marketing team can have the control of these email signatures with a platform that requires zero IT efforts and is updated in real time. Sigstr is helping marry your excellent marketing content and call-to-actions with the conversations you are having with customers and future customers. Sign up for your 30-day free trial of Sigstr now by visiting: https://app.sigstr.com/users/sign_up