Success Story

How to make email signatures the best acquisition channel?

Upslide's use case and experience sharing

Jan 25, 2022

Success Story

How to make email signatures the best acquisition channel?

Upslide's use case and experience sharing

Jan 25, 2022

Context and goals

Upslide is a French publisher of collaborative tools for the Microsoft suite. They are primarily intended for professionals in the financial sector.

The company currently has 100 employees. Who are based in 5 major cities: Paris, Berlin, London, New York and Singapore.

As is often the case, their prospects and clients are highly sought after and spend little time on social networks. Email is therefore the preferred channel for professional exchanges.

Signature deployment environment:

Microsoft365 - Outlook PC / Mac - iPhone - Web access

Context and goals

Upslide is a French publisher of collaborative tools for the Microsoft suite. They are primarily intended for professionals in the financial sector.

The company currently has 100 employees. Who are based in 5 major cities: Paris, Berlin, London, New York and Singapore.

As is often the case, their prospects and clients are highly sought after and spend little time on social networks. Email is therefore the preferred channel for professional exchanges.

Signature deployment environment:

Microsoft365 - Outlook PC / Mac - iPhone - Web access

Two communication goals

Two strategic communication challenges led the UpSlide teams to use Sigilium.

1. BRAND

Establish the brand's reputation in the 5 countries.

With strong growth, managing the brand conveyed to all prospects, clients, and the partner ecosystem became essential. Especially in view of the strategic shift to the new identity.

Sigilium allows, in particular, to:

Standardize all email signatures
Automatically deploy the new identity
Manage the onboarding of new employees

Two communication goals

Two strategic communication challenges led the UpSlide teams to use Sigilium.

1. BRAND

Establish the brand's reputation in the 5 countries.

With strong growth, managing the brand conveyed to all prospects, clients, and the partner ecosystem became essential. Especially in view of the strategic shift to the new identity.

Sigilium allows, in particular, to:

Standardize all email signatures
Automatically deploy the new identity
Manage the onboarding of new employees

2. BUSINESS

Generate qualified traffic on dedicated content.

The goal is to segment the relayed content based on countries (language of messages, call to action), as well as based on the professions of the employees and the type of contacts (prospect, already a client). This means that thanks to the platform, administrators can distribute messages to different teams. And employees have one or more synchronized signatures, allowing them to switch from one message to another depending on the recipient.

A key function for salespeople who can push one message or another depending on their contact's position in the sales cycle.

Example: Calculate the benefits of the solution, reminder of the Gold Partner Microsoft certifications (prospects) / Discover customer cases and why generalize (clients with first users)

Sigilium notably allows you to:

Segment messages according to teams
Choose the relayed message according to the contact
Adapt targeted content to the sales cycle
Measure generated traffic
Integrate appointment scheduling into signatures

2. BUSINESS

Generate qualified traffic on dedicated content.

A key function for salespeople who can push one message or another depending on their contact's position in the sales cycle.

Example: Calculate the benefits of the solution, reminder of the Gold Partner Microsoft certifications (prospects) / Discover customer cases and why generalize (clients with first users)

Sigilium notably allows you to:

Segment messages according to teams
Choose the relayed message according to the contact
Adapt targeted content to the sales cycle
Measure generated traffic
Integrate appointment scheduling into signatures

Headquarter benefits

From a quantitative perspective: The 3rd source of traffic

Since the implementation of Sigilium, UpSlide has observed that email signatures have become the 3rd channel for traffic acquisition, across all channels. Behind search (UpSlide focuses heavily on SEO) and direct links (used by clients). For example, in October, a strategically important month for launching the new identity, email signatures generated 1500 qualified clicks, representing 4.5 times more traffic than social networks (LinkedIn, Twitter, etc.).

From a qualitative perspective: the best channel

Email signatures are the channel with the best bounce rate, and one of the longest average times spent on the pages of the proposed content. Whereas search, which generates a lot of visits, is not at all qualified.

Positive side effect:

A result that directly improves the SEO score. And therefore contributes to the overall brand awareness and visibility strategy.

Very good results that can be explained by two factors.

First, deploying quality content where you have the recurring attention of your interlocutors is key. Since the available time of your contacts is limited, the winning strategy therefore consists of offering qualitative content where your contacts spend time and are available. This nourishes their thinking throughout the sales journey. Also, consider that this allows you to raise awareness among your existing clients about new offers.

Furthermore, the Covid period and remote work have accelerated the distancing of phone calls and face-to-face exchanges. Email, and personal exchanges in particular, have demonstrated their full value. Sigilium is here to help you take advantage of this.