Features
How to turn email signatures into a lead generator?
And measure results
May 14, 2024
Features
How to turn email signatures into a lead generator?
And measure results
May 14, 2024
Uses
Email today: findings and opportunities
In BtoB, email is the 1st Touchpoint. The volume of messages, the frequency, and the quality of attention given (1to1 exchange) make it the primary brand vector, both quantitatively and qualitatively.
And the quality of inter-personal exchanges with prospects or clients often makes the difference in a professional purchase.
Uses
Email today: findings and opportunities
In BtoB, email is the 1st Touchpoint. The volume of messages, the frequency, and the quality of attention given (1to1 exchange) make it the primary brand vector, both quantitatively and qualitatively.
And the quality of inter-personal exchanges with prospects or clients often makes the difference in a professional purchase.
Opportunities
Engage your interlocutors where you have their recurring attention
Each of your users sends more than 2000 emails per year, outside the company. So many exchanges with qualified contacts.
Take advantage of these personal and ongoing exchanges to deliver messages and engage your interlocutors.
Opportunities
Engage your interlocutors where you have their recurring attention
Each of your users sends more than 2000 emails per year, outside the company. So many exchanges with qualified contacts.
Take advantage of these personal and ongoing exchanges to deliver messages and engage your interlocutors.
How to take advantage of these opportunities?
How to take advantage of these opportunities?
1. Manage
Make email signatures a centralized media
The first thing to do is take back control of this space, to automatically manage and deploy messages and your brand image. If you don't know how, Sigilium can help you with the subject.
Don't expect miracles from manual actions by your users, because either they don't know how to do it, or they will update their signature as best they can. Or they will do it "later", so not at all.
Integrate dynamic signatures into your workflow: email systems + CRM.
1. Manage
Make email signatures a centralized media
The first thing to do is take back control of this space, to automatically manage and deploy messages and your brand image. If you don't know how, Sigilium can help you with the subject.
Don't expect miracles from manual actions by your users, because either they don't know how to do it, or they will update their signature as best they can. Or they will do it "later", so not at all.
Integrate dynamic signatures into your workflow: email systems + CRM.
2. Segment
Segment : it's the key to delivering relevant content
Plan, segment, and deploy your communications automatically, based on the users involved (brands, business units, business functions, agencies, franchises...). Track who is conveying what and for how long.
Take back control Discover customer cases
2. Segment
Segment : it's the key to delivering relevant content
Plan, segment, and deploy your communications automatically, based on the users involved (brands, business units, business functions, agencies, franchises...). Track who is conveying what and for how long.
Take back control Discover customer cases
How to get the best message and maximize engagement ?
How to get the best message and maximize engagement ?
About design
Prepare 1 clear message with a call to action button
If you want to engage your audience, you need to guide them (so they know where they are going). Creating a button with a verb is the best way to prompt action, beyond the value of the proposition. A symbol like an arrow also increases the clarity of the expected action.
Do not multiply proposals, as it may lead the audience to pass by. Instead, regularly change the messages or allow your users to switch between them.
About design
Prepare 1 clear message with a call to action button
If you want to engage your audience, you need to guide them (so they know where they are going). Creating a button with a verb is the best way to prompt action, beyond the value of the proposition. A symbol like an arrow also increases the clarity of the expected action.
Do not multiply proposals, as it may lead the audience to pass by. Instead, regularly change the messages or allow your users to switch between them.
About content
Work the message angle
Tone: affirmative vs empathetic Saying "my product is the best" (closed), doesn't have as much impact as "discover how..." (call to action, curiosity). The majority of internet searches are done in question form: "how to..." providing an answer increases engagement.
The value proposition. This can be of various kinds:
practical > being able to sign up for an event or solve a problem.
qualitative > access to relevant content (downloading a study).
inspiring > provide expert insight on a question.
About content
Work the message angle
Tone: affirmative vs empathetic Saying "my product is the best" (closed), doesn't have as much impact as "discover how..." (call to action, curiosity). The majority of internet searches are done in question form: "how to..." providing an answer increases engagement.
The value proposition. This can be of various kinds:
practical > being able to sign up for an event or solve a problem.
qualitative > access to relevant content (downloading a study).
inspiring > provide expert insight on a question.
Recurrency
Do not be afraid to repeat a message!
Repeating a message, or its exposure frequency, works in your favor to engage a conversation partner. Sales cycles are often long in B2B, and your conversation partner may not be mature on the subject you are presenting to them. Therefore, the frequency will allow for memorization and the presence of the message at a time when your conversation partner is available to address the topic.
Not all emails come from you! What may seem repetitive or too pushy is actually a good reminder among the various daily emails.
Recurrency
Do not be afraid to repeat a message!
Repeating a message, or its exposure frequency, works in your favor to engage a conversation partner. Sales cycles are often long in B2B, and your conversation partner may not be mature on the subject you are presenting to them. Therefore, the frequency will allow for memorization and the presence of the message at a time when your conversation partner is available to address the topic.
Not all emails come from you! What may seem repetitive or too pushy is actually a good reminder among the various daily emails.
Profils
Each user is your best ambassador for their contacts
Harness this diversity of profiles! The variety of expertise within your company are as many assets and angles to promote your services and products.
If one of your developers – typically less in contact with the outside world – sends emails to their contacts, due to their professional expertise, it will be read with more attention than other emails.
Profils
Each user is your best ambassador for their contacts
Harness this diversity of profiles! The variety of expertise within your company are as many assets and angles to promote your services and products.
If one of your developers – typically less in contact with the outside world – sends emails to their contacts, due to their professional expertise, it will be read with more attention than other emails.
Engagement
Measure your actions!
From the control platform: the objective of email signatures is to engage in a direct concrete action (schedule an appointment), or to serve as an entry point to your pages. Measure the clicks on your signatures and your messages and who shares what directly from a dashboard.
In your Analytics: Analyze the share of traffic generated by the signatures, with segments automatically added to your Analytics console.
A/B test your content
Image banners, text messages, tone, angle, approach. If you have numerous users, A/B test your content to validate the most effective formulas.
Engagement
Measure your actions!
From the control platform: the objective of email signatures is to engage in a direct concrete action (schedule an appointment), or to serve as an entry point to your pages. Measure the clicks on your signatures and your messages and who shares what directly from a dashboard.
In your Analytics: Analyze the share of traffic generated by the signatures, with segments automatically added to your Analytics console.
A/B test your content
Image banners, text messages, tone, angle, approach. If you have numerous users, A/B test your content to validate the most effective formulas.
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© 2024 Sigilium. All rights reserved.