• by Ray Schultz , Columnist, October 28, 2024

It may be difficult for some brands to see email signatures as a marketing opportunity. But there are tools that could help them get there.

Email signature firm Exclaimer has upgraded its management suite, adding an analytics function to help firms gain “valuable insights from email signatures, turning them into drivers of engagement and performance while demonstrating clear ROI,” says Vicky Wills, chief product and technology officer at Exclaimer. 

Wills contends that 57% of consumers “feel negatively towards an organization when they receive emails without a professionally and consistently branded signature indicating that even small inconsistencies can undermine trust and open the door to security risks.”

One feature is a signature performance score that allows brands to benchmark their signature performance against that of Exclaimer’s other clients, the firm says.  

In addition, Exclaimer provides a recommendation engine that can point to dynamic elements like rotating banners.  

The company is also offering a branding solution comprised of centralized asset management and automatic updates of such brand elements as logos, fonts, and colors across all signatures. 

Wills concludes that “proving ROI is more important than ever for marketers as it demonstrates campaign impact and the wider value of marketing efforts. Yet many still struggle to quantify the true impact of their activities.”