Email signatures are probably considered as something you use when sending corporate emails. But they are useful for more than that, according to The State Of Business Email Marketing, a study by Newoldstamp.
For instance, 41% of those surveyed by Newoldstamp use email signatures for branding and giving another layer of visibility for their brands.
More to the point, 62% use email signatures for marketing — 45% use them regularly and 18% use them occasionally. Those uses include CTAs, promotional banners and links to special offers and ad discounts.
Another 37% never use signatures for marketing.
Those that do use them cite these objectives:
But brands face challenges when launching an email signature campaign:
How do they measure the success of a signature campaign: They track:
What information should be included in an email signature?
First, the name — a no brainer, you’d think. But only 98% use the name. What else goes in there? Pretty much what you’d expect to find on a printed business card.
Of the companies polled, 73% use online signature generators to create branded, professional-looking email signoffs. And 16% use them to standard their signatures across the company.
But they often change them — 45% do so two to four times a year, 12% every month or two and 6% once or twice per month. Another 35% change once in a few years. And 2% switch them weekly.
Here are a few other stats:
Newoldstamp, an email signature marketing platform, surveyed over 750 marketers and business owners throughout the U.S. 948%), UK (10%), Canada (7%), Australia (7%) and other countries (28%).