Marketing
March 19, 2021

What's a good conversion rate for your email signatures?

By
Amandine Fernandez
Head of Acquisition
What click-through rate can you expect from your email signatures? How should you measure their performance beyond clicks? And why include email signatures in your marketing mix? Find all our answers below.73% of marketers consider the email channel "excellent" or "good."

By comparison, 67% feel this way about SEA campaigns and 38% about social media. In short, email is popular. If you compare its performance to social networks, it's easy to see why.

  • Posts on a social network like Facebook have a reach of 2%, while email deliverability is about 99%.
  • Engagement is considered good on Facebook when it exceeds 1%, but the average open rate for B2B email is 15% and the click-through rate is about 5%.

An average click-through rate of 5%

Keep in mind that these statistics primarily concern classic email campaigns, not the daily, personalized emails a team member sends to existing customers or prospects. These emails are received differently and for good reason: the sender is a person, often already known, and therefore the confidence placed in the message is much higher than that of a classic prospecting email.

The open rate of these emails, which are 1-to-1 and conversational—is close to 100%. What about the click-through rate on an email signature's CTA? At Letsignit, we observe an average rate of 5% on signature campaigns, a rate similar to that of classic email campaigns… but with an open rate of almost 100%.

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Attribute final conversions to email signatures

However, evaluating the conversion of email signatures from 1-to-1 emails cannot be reduced to just clicks. As with any campaign, it's important to attribute the "final conversions" to the signatures responsible for them.

In fact, once a prospect has clicked on a signature, they’ll land on a wide variety of content depending on the call-to-action: a product or event description, customer testimonial, or study. And there’s a different conversion for each of these situations: downloading a product sheet, registering for an event, watching a whole video testimony, etc. All these new contacts can ultimately become customers.

Integrate email signatures into the “POE” mix

Beyond clicking on the link in an email signature, what really matters is following conversions all the way through the funnel and comparing each lever's ability to transform final conversions. A channel can generate a lot of clicks but few conversions at the end of the funnel—and vice versa.With this analysis, you'll be able to evaluate the number of clicks on a campaign compared to the number of final conversions, and compare the final conversions brought by email signatures to those from other channels. It's hard to nail down averages here because everything depends on the number of employees in the company—this, and each company's POE (Paid, Owned, Earned) mix affects an email signature's impact.

But one thing is certain: because it's a personalized 1-to-1 medium, email signatures managed like campaigns have an important place in a POE mix, just like other levers.

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Sources:

https://www.salecycle.com/blog/featured-en-us/18-essential-email-marketing-statistics

/https://mondedumail.com/statistiques-emailing/

https://services.message-business.com/v3/front/contents/2/695/43695/Files/Infographie%20EMA%20BtoC-2019.pdf?e_eE3EravRAKEMjlm

About the author
Amandine is the Head of Acquisition at Letsignit! Initially a content specialist, she now actively contributes to the profitability of acquisition channels: SEO, SEA, SMA, SMO... Amandine is also one of the pillars of Marketing at Letsignit! For more than 5 years, she has been participating in and initiating marketing projects and campaigns that systematically reflect her vision, writing style, and creativity (which can also be seen in all of her colorful outfits that brighten up the day of everyone she meets).
About Letsignit
With Letsignit email signature manager, connect with your audience in a way that's on-brand and personal, while driving quality lead generation.
Frequently
asked questions
1
Is it possible to track the number of clicks on email signatures?

Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.

You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.

If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.

2
Can we add links to social networks, our website, and appointment-setting applications such as Calendly?

With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.

And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.

3
Can employees update their signature information themselves (number, function, etc.)?

It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.

This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.

4
Why it is important to standardize our email signatures on a large scale to ensure our identity and brand image?

It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!

A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.

With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.

5
What is the user experience like for our employees?

What is the user experience like for our employees?

  • If you opt for the Letsignit Add-in for Outlook, they will have a dedicated space in their Outlook account where they will be able to view the signatures and campaigns assigned to them.
  • If you opt for the Letsignit Desktop APP, they will be able to preview all their signatures and campaigns in this space. If they want to change their default signature to another one when sending an email, this will be done in their signature library in Outlook.

In both cases:

  • They preview their signature before sending an email and choose from signatures assigned to them.
  • Based on the permissions granted, they will also be able to modify their personal information such as their name, position, or address in these spaces.

In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.

6
Can my employees have multiple signatures available to them?

With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.

Regarding the creation of email signatures, you can make several variations such as:

Everything has been thought of to go further in the personalization process based on the recipient of your emails.

7
Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.

As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:

  • Optimization of the weight of signatures and campaigns in emails.
  • Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
  • Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.

8
Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.

As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:

  • Optimization of the weight of signatures and campaigns in emails.
  • Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
  • Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.

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Looking for a tool to manage your email signatures?

Letsignit allows you to create, manage, and deploy email signatures for all your employees in just a few clicks.
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