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.
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%.
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.
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.
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
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.
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.
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.
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.
What is the user experience like for our employees?
In both cases:
In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.
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.
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:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
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:
As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.
