The Latest from the ABM Experts
June 8, 2018
How Sigstr Uses Sigstr for Internal Communications: Campaign Design Ideas
Written by Brad Beutler
Category: Email Signatures
Employee engagement affects every team member inside your organization. And every team member inside your organization affects your bottom line. When employees feel connected to their team and the larger organization, are self-guided, and have opportunities to invest in personal and professional development, good things happen! And according to this McKinsey Global Institute report, the most engaged employees are the most productive.
That’s why it’s important to effectively promote internal initiatives and company news with the whole squad. But besides the “all@” email (which may or not be read half the time) – how are teams doing that today? They’re using employee email in a different way.
Email signature marketing allows corporate communications and HR teams to promote internal announcements within every email sent from one coworker to another. How is this all possible? With employee targeting, Sigstr recognizes when you are emailing a coworker and when you are not. So if you send an email to someone with your company’s email domain, an internal banner will appear. When you send an email to a prospect, customer, or someone outside of your organization, the banner will default to an external promotion (like a new case study, video, or upcoming event). Pretty cool huh?
We’ve been using this functionality within our own account for over a year now and have quite a few examples to share. If you’re looking for ideas or design inspiration for your own internal campaign strategy, feel free to use the list below to get the creative juices flowing!
Culture is important to us, no doubt. And we do whatever we can to cultivate this culture into a family-like environment where you’ll find warm welcomes, team member recognition, and of course pictures that capture all of the above. Email signature marketing definitely plays a big part in this (as you can see below).
Side note: If you want to learn more about Sigstr’s culture, check out this blog post written by our Founder and President (you’ll learn to appreciate the St. Patrick’s Day campaign even more after reading).
Company meetings or events
Much like how we use email signature marketing in our webinar promotion ideas we do the same for internal events! Company outings (like a baseball game at Victory Field), quarterly meetings, holiday parties, and dinners are all popular use cases for us.
Philanthropy or fundraising event
If there is a fundraising opportunity or philanthropy event that is near and dear to a Sigstr team member’s heart, we use ESM to encourage other employees to join! All the way from donations and haircuts to volunteer sign-ups.
Enablement and education
We take content seriously around here – as you can see in this post . Not only do we use employee email to deliver relevant content to the appropriate external audience, we also use it for enablement with internal team members. Any time a new case study or ebook is published, we launch an internal campaign that brings employees straight to a library of resources. That way they can become familiar with the new content first – then comfortably and confidently talk about it during demos and customer calls.
In addition to the examples above, there are many other use cases for internal campaigns. This includes payroll, benefits, brand guidelines, an employee blog program, Glassdoor reviews, and more!
A new way to rally employee engagement
Up to this point, corporate communications teams have relied on social media, company-wide emails, and even the kitchen thumbtack board to get the word out about company news. But if your team is looking for a new and creative way to promote internal initiatives – email signature marketing might be your answer.
It’s been a tremendous asset for our own team and culture so we’re always happy to share any ideas or designs for inspiration. And if you’d like to see even more banner examples, check out Net Health’s story and their collection of internal campaigns (jump to 5:19).