The Latest from the ABM Experts
February 23, 2016
Making the Most of Your Business Services Brand with Employee Email
Written by Brad Beutler
The Business Services Challenge
As a business services company, you have a unique challenge as you don’t have a physical product – instead, you offer superior services or solutions and you rely heavily on the relationships that your sales and customer success teams build. You have created a successful company on your people and your brand, and as such, your brand is incredibly important to you – as is brand consistency.
Employee Email Is a Critical Branding Channel
Often times for business services companies, email is the main channel for communication and where your company branding is viewed most often. But are you leveraging the thousands of employee emails (sent from Gmail or Outlook) each of your employees sends directly to prospects, customers, industry influencers, and partners? A single employee will send, on average, 10,000 one-to-one emails annually, and each email represents an opportunity to drive brand awareness and engagement. Why not use this high powered channel to promote your newsletter, success stories, past projects, events and job fairs, trade shows, and new diverse offerings? Or win new logos by promoting a referral program to your happy existing customers. Email is a powerful engine for business services company – use it for your brand’s advantage.
How Sigstr Works
Leverage Employee Email Signature Marketing at Your Business Services Company
Referrals, both to recruit employees as well as attract new customers, are important to your business services company. With no physical product, you rely heavily on the relationships your team builds, why not put those thousands of employee emails to work and use the email signature as a referral engine?
- Newsletters & Social Media:
For many business services companies, monthly newsletters and social media followings are important so customers and prospects alike can keep up with new content, service offerings, events, and news. Grow your subscriber list and your social media following by enticing email recipients to sign up by using the employee signature.
Does your business services company frequently attend or host events? How about webinars? Ensure your most important contacts are aware of where you’ll be and when so they can make plans to attend. And best of all, track their registration or clicks via the email signature campaign to determine which events are most attractive to your recipients.
It’s likely your business services company offers multiple service options – many of which your customers may not realize (or may have forgotten). Use the employee email signature as a way to introduce new solutions with a call-to-action to visit a landing page, video, or data sheet with more information. Why not encourage your most important contacts to understand more about your business?
Studio Science Use Case
Studio Science is a world-class team of designers, technologists and strategists. Studio Science recognized that their customers spend the majority of their days in email as well. When launching new initiatives, Studio Science needed another outlet to spread the word as quickly as possible. The team began to use Sigstr to promote the company’s most important initiatives and to reinforce its brand through a visual, clickable campaign allowing them to bring design and visuals to the forefront – and control the content and signature itself – with just a few clicks. The Periodic newsletter is an important focus for Studio Science and is promoted through a number of different outlets. In just 1 month of promoting the newsletter via the Sigstr campaign, Studio Science saw 71,052 impressions resulting in 26 clicks to the sign-ups page of the weekly newsletter from the email signature call-to-action alone.
Want to read the full case study? Download it here.
For more information on how your business services company can accelerate in the digital marketing age, check out these recent Sigstr resources:
- Business Services Overview
- Elevating Your SaaS Brand with Email Signature Marketing
- Studio Science Case Study
Sign up for Sigstr and start your free 30-day trial today to begin using the power of email signature management.