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:
- Brand awareness — 82%
- Driving traffic to the website — 48%
- Lead generation — 34%
- Increasing sales — 25%
- Announcing new products — 23%
- Promoting events — 19%
- Customer retention —
19%
- Other — 3%
But brands face challenges when launching an email signature campaign:
- Traffic and leads — 29%
- Performance —
28%
- KPIs — 16%
- Targeting — 13%
- Signature generators — 9%
- Other — 5%
How do they measure the success of a signature
campaign: They track:
- Clicks — 79%
- Emails sent — 40%
- Impressions — 32%
- Website traffic—30%
- Leads generated —
25%
- CTR — 19%
- Demos/calls booked — 15%
- Revenue generated — 10%
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.
- Title at the company — 81%
- Company name — 92%
- Business website — 91%
- Phone number — 89%
- Email address —
83%
- Social links — 80%
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:
- 66% send corporate emails to interact with customers and prospects.
- 46% use
corporate emails for workplace communication.
- The average employee of a marketing or sales department at small- to mid-sized firms sends from 11% to 25% emails daily. Solopreneurs send up to
10.
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%).