The Latest from the ABM Experts
May 10, 2018
How Sigstr Uses Sigstr for Events: Campaign Design Ideas
Written by Brad Beutler
Whether it be a conference, trade show, regional dinner, or webinar, all types of events are essential for engaging customers and prospects. According to Endless Events, an overwhelming majority of C-Suite executives (87%) plan on investing in events more in the future. 86% of event marketers believe technology can have a major positive impact on the success of their events, and 40% agree that email is the most effective channel for promotion.
Statistics aside, there’s no denying this growing trend: more and more teams are using email signature marketing to drive registrations, increase attendance, and improve post-event follow up. Employee email presents a huge opportunity for event promotion ideas within the billions of organic conversations that are already happening. How? The employee email signature.
Events is the perfect use case for email signature marketing. After analyzing 1,000+ campaign banners from Sigstr’s top 120 customers, we found events to be the most popular use case (check out the graphic below) and one of the most effective (read the full report here).
In addition to our customers, it’s also a very popular use case for our own account (only second to content resources). So we decided to share all of the event-related campaigns we have launched within our own Sigstr account up to this point. That way, if you ever have an event coming up and need some ideas for an email signature design, we have you covered!
Check out the highlight reel and full list below for some design inspiration.
Regional event or happy hour
Our sales and marketing team coordinates certain events around defined territories, which is why we invest a lot in regional happy hours or dinners. They’re great for building relationships with current customers and starting a dialogue with new prospects. For teams who don’t have territories, these types of events still work great when you’re in town for a bigger conference. Why not host your own micro event after hours?
Bonus: We use Eventbrite, HubSpot, and Sigstr together to sync our registration lists with specific email signature banners. So if you’ve already registered for our ABM party, you’ll see a new banner with a “thanks for registering” message that also points you to relevant content.
We also sponsor larger conferences like INBOUND and Dreamforce where we’re always looking to make the most out of our investment. This means getting the right people there and making sure they stop by our booth. We use email signature marketing to let our audience know who from our team will be there. Most of our banners also include a call-to-action that prompts the email recipient to schedule time with our team.
Face-to-face time with prospects or customers is at the top of our list, but sometimes that’s not always possible. So we host digital events, like webinars, as another way to engage with our audience. When thinking about webinar promotion ideas, it’s important to include key pieces of information. This includes the topic, a sub-header, date, and time of the webinar. A call-to-action is also important so they click on the banner to learn more and register.
Internal or company event
Email recipients with our domain receive internal campaigns, while those who don’t see external content. That’s how we’re able to intuitively align internal events with HR and marketing. This includes company outings (like a baseball game at Victory Field), quarterly meetings, holiday parties, and dinners.