Brands Turn To Email Signatures For Marketing: Study

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%

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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%).

 

 

 

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