The Latest from the ABM Experts
June 7, 2016
B2B Growth Show Podcast: How to Get Started with Email Signature Marketing
Written by Brad Beutler
B2B Growth is a podcast dedicated to helping B2B executives achieve explosive growth. Run by Sweet Fish Media, which executes B2B sales processes on companies’ behalf, the B2B Growth Podcast hits on relevant topics including “Email List Building or Segmentation?”, “Sales Call Horror Stories”, “Account-based Intelligence”, and many more topics important to B2B executives.
Just the other week, Dan Hanrahan, Sigstr’s Founder and CEO, was featured on B2B Growth’s podcast in episode #65, entitled, “How to Get Started with Signature Marketing”.
Did you know the average employee sends 10,000 emails per year? That’s 28 emails per day, or 28 daily impressions that prospects, customers, and users are having with your brand. Email signature etiquette is massively important and an easy win to tackle. In this post, we’ll highlight some of Dan’s key points, but be sure to check out the entire podcast to learn more. Let’s hear what Dan has to say:
How is Email Signature Marketing Defined?
According to Dan, “Anything in terms of marketing starts with the audience and reach. The most frequent touchpoint prospects and customers have with a brand is through the email channel. The average employee sends at least 28 emails a day, so an organization of just 100 employees will send about 1M emails to their most important audience. And what does every email include? An email signature.”
Dan explains that there are 2 critical components to email signature etiquette:
- An on-brand experience across every employee, which includes traditional information like name, company, and contact information.
- A meaningful call-to-action that takes advantage of the white space that’s underutilized to promote your company’s most important initiatives. Marketers can inject content into that area that gives them the ability to update employee email signatures without bugging employees and taking them away from their day-to-day work.
Awesome Customer Stories
SalesLoft: “One of the best use cases for Sigstr has traditionally been event marketing,” explained Dan. “As SalesLoft was preparing for its upcoming annual conference, all employees included a Sigstr Campaign which promoted Rainmaker. The team was already pouring their hearts into the event, so it was easy to integrate Sigstr in the marketing mix.”
Lesson.ly: “The hard part about sales is getting the attention of prospects,” Dan explained. “Often times Lesson.ly doesn’t even meet the customer’s team in-person before they come on board. Lesson.ly has an incredible culture that’s fun, energetic, and pretty unique, but often times their customers don’t get to experience that. The Sigstr Campaign for Lesson.ly includes a fun ‘Meet the Team’ image, which points to a blog post that talks about the Lesson.ly culture and how important that is to their mission. Just a few weeks after launching the Campaign, the sales team already had 3 companies raise their hand for that initial conversation, as tracked via the Sigstr Campaign. From those 3 opportunities alone, the team was able to track $30,000 in new business dollars generated by the campaign.”
How Can the Entire Company Become Marketers?
“At Sigstr, we believe each role across the company has a marketing responsibility,” explained Dan. “Whether you’re on the HR team recruiting for a career fair or on the sales team promoting a new video or case study, everyone is involved. With Sigstr, the marketer can determine which Campaigns should be associated to which groups or departments so employees always have a Sigstr Campaign promoting something they care about.”
What Advice Do You Have For Companies Experimenting?
“Start experimenting now, whether you invest in a tool or not,” recommended Dan. “Why not try standardizing your email signature etiquette and including an image and call-to-action? First and foremost, find out if it works for your company. The best thing you can do is experiment and try out various Campaigns.”
Click here for the full rundown of the podcast (including the recording).
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