Success Story
Put email signatures at the service of business performance
Success Story
Put email signatures at the service of business performance
D-Edge use case
Jan 25, 2022
Key figures
+500
Co-workers
23
Country
+500
Campaigns deployed
100%
unified signatures
Key figures
+500
Co-workers
23
Country
+500
Campaigns deployed
100%
unified signatures
About
D-EDGE, the ACCOR Group's tech subsidiary, is the editor of a suite of technological solutions that help hoteliers improve their online visibility, and their actions at every point of contact with the customer or future customer. The platform enables hoteliers to optimize the occupancy of their establishments and maximize their revenues.
The group currently employs 450 people and is present in 23 countries, supporting over 12,000 hotels. The teams are based mainly in Europe and Asia.
The head office communications team set up Sigilium in 2017, with the aim of taking back control of the teams' email signatures. And to turn them into a centralized communication channel. This was not the case previously: everyone did what they could, depending on their skills and availability.
About
D-EDGE, the ACCOR Group's tech subsidiary, is the editor of a suite of technological solutions that help hoteliers improve their online visibility, and their actions at every point of contact with the customer or future customer. The platform enables hoteliers to optimize the occupancy of their establishments and maximize their revenues.
The group currently employs 450 people and is present in 23 countries, supporting over 12,000 hotels. The teams are based mainly in Europe and Asia.
The head office communications team set up Sigilium in 2017, with the aim of taking back control of the teams' email signatures. And to turn them into a centralized communication channel. This was not the case previously: everyone did what they could, depending on their skills and availability.
"Sigilium enables us to deploy different campaigns for different countries and teams. And to deliver targeted messages to our hotel contacts. "
Lou Rondy, Head of communications
"Sigilium enables us to deploy different campaigns for different countries and teams. And to deliver targeted messages to our hotel contacts. "
Lou Rondy, Head of communications
Context and stakes
The need to regain control corresponded to several important issues for the marketing and communications team.
2 main goals:
Branding: unify the brand image for all employees (having an up-to-date email signature based on a shared commmon template)
Business: make it a centralized, effective and measurable communication lever.
Context and stakes
The need to regain control corresponded to several important issues for the marketing and communications team.
2 main goals:
Branding: unify the brand image for all employees (have email signatures up to date and based on a shared common template)
Business: make it a centralized, effective and measurable communication lever.
Unify email signatures across two different mail environments
If all D-EDGE employees use Gmail as their main messaging system, the two entities that make up the group had one entirely on Gmail, the other entirely on Outlook.
Being compatible with the different mail services on the market allows Sigilium users to have unified email signatures in a heterogeneous environment.
Manage heterogeneous environments
☝️ Today, especially with remote work, it is not uncommon for many users to choose the work tools they are most comfortable with. For example: Mail for Mac users. Outlook for those who are already accustomed to it. Or a webmail for those connected remotely.
See the integrations
Unify email signatures across two different mail environments
If all D-EDGE employees use Gmail as their main messaging system, the two entities that make up the group had one entirely on Gmail, the other entirely on Outlook.
Being compatible with the different mail services on the market allows Sigilium users to have unified email signatures in a heterogeneous environment.
Manage heterogeneous environments
☝️ Today, especially with remote work, it is not uncommon for many users to choose the work tools they are most comfortable with. For example: Mail for Mac users. Outlook for those who are already accustomed to it. Or a webmail for those connected remotely.
See the integrations
challenge 1:
challenge 1:
Driving the strategic change of brand identity
D-EDGE is the merger of two entities with complementary businesses: Fastbooking and Availpro. Launching the new identity in all countries was a strategic step. And the transition took place in two stages.stage 1: switch to a shared email signature template, associating the two brands.stage 2: automatically switch all employees to the new brand image, on the official launch day.Direct benefit: a seamless transition for the user, who didn't have to do a thing. And, in keeping up with the official campaign, all employees were able to relay this major change directly to their professional contacts.
Driving the strategic change of brand identity
D-EDGE is the merger of two entities with complementary businesses: Fastbooking and Availpro. Launching the new identity in all countries was a strategic step. And the transition took place in two stages.stage 1: switch to a shared email signature template, associating the two brands.stage 2: automatically switch all employees to the new brand image, on the official launch day.Direct benefit: a seamless transition for the user, who didn't have to do a thing. And, in keeping up with the official campaign, all employees were able to relay this major change directly to their professional contacts.
challenge 2 :
challenge 2 :
Deliver targeted communications in 22 countries
Another challenge, for D-EDGE's communication and marketing teams, is to be able to relay targeted communications, depending on the market. With a presence in 22 countries, the messages segmentation is key to easily dispatch a different banner according to the zone or countries concerned.
Deliver targeted communications in 22 countries
Another challenge, for D-EDGE's communication and marketing teams, is to be able to relay targeted communications, depending on the market. With a presence in 22 countries, the messages segmentation is key to easily dispatch a different banner according to the zone or countries concerned.
Segment communications
This Sigilium feature is widely used by the D-EDGE teams. Segmenting teams by location or business line makes it easy to define who relays which communication.
Concrete use cases:
events: Webinars and face-to-face events are not the same in every country.
dates and culture: New Year's Eve is not celebrated on the same dates in China as in Europe.
language: global messages are written in English. Locally, they are in the language of the country concerned.
Segment communications
This Sigilium feature is widely used by the D-EDGE teams. Segmenting teams by location or business line makes it easy to define who relays which communication.
Concrete use cases:
events: Webinars and face-to-face events are not the same in every country.
dates and culture: New Year's Eve is not celebrated on the same dates in China as in Europe.
language: global messages are written in English. Locally, they are in the language of the country concerned.
challenge 3 :
challenge 3 :
Easily delegate the management of email signatures
To explain the simplicity of the product, Lou Rondy says that today she can delegate the creation and deployment of a banner to any member of the team at any time. Even a new trainee, with no knowledge of the platform, is able to take control of the tool and deploy communications in the team email signatures.
Defining the scope of admin access: local and global
On the Sigilium platform, the marketing team at D-EDGE headquarters has two options for sharing admin access: sharing global admin access, to supervise the entire account; and sharing local admin access, where the person in charge can affect only on the perimeter assigned to them.
Easily delegate the management of email signatures
To explain the simplicity of the product, Lou Rondy says that today she can delegate the creation and deployment of a banner to any member of the team at any time. Even a new trainee, with no knowledge of the platform, is able to take control of the tool and deploy communications in the team email signatures.
Defining the scope of admin access: local and global
On the Sigilium platform, the marketing team at D-EDGE headquarters has two options for sharing admin access: sharing global admin access, to supervise the entire account; and sharing local admin access, where the person in charge can affect only on the perimeter assigned to them.
challenge 4 :
challenge 4 :
Generate qualified traffic to your offers.
Another major challenge linked to email signatures : to take advantage of this external (and internal) communication space to relay targeted messages to contacts and prospects.
Lou shared some very practical examples with us at the BtoB Summit. The recurrence of email exchanges (an employee spends an average of 2 hours 23 minutes behind his or her inbox every day) and having the attention of his or her interlocutor, make email signatures essential for relaying company news.
Generate qualified traffic to your offers.
Another major challenge linked to email signatures : to take advantage of this external (and internal) communication space to relay targeted messages to contacts and prospects.
Lou shared some very practical examples with us at the BtoB Summit. The recurrence of email exchanges (an employee spends an average of 2 hours 23 minutes behind his or her inbox every day) and having the attention of his or her interlocutor, make email signatures essential for relaying company news.
Measure the practical business results.
During his presentation, Lou Rondy shared 3 campaign examples. Here are the results, and a few lessons learned.
Average traffic. Deployed communications generally last 3 weeks. And a banner gets an average of almost 500 clicks, from people who want to know more.
Long-term campaign. Over the year in which it was relayed in email signatures, the D-isplay campaign generated +5100 clicks to dedicated pages on the site.
One-off campaign. Relaying a link to the D-EDGE newsletter generated +400 new subscribers in just 10 days. An effective way to build a captive audience and generate leads around new products and news.
Measure the practical business results.
During his presentation, Lou Rondy shared 3 campaign examples. Here are the results, and a few lessons learned.
Average traffic. Deployed communications generally last 3 weeks. And a banner gets an average of almost 500 clicks, from people who want to know more.
Long-term campaign. Over the year in which it was relayed in email signatures, the D-isplay campaign generated +5100 clicks to dedicated pages on the site.
One-off campaign. Relaying a link to the D-EDGE newsletter generated +400 new subscribers in just 10 days. An effective way to build a captive audience and generate leads around new products and news.
Examples of results
Examples of results
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