Success Story
Put email signatures at the service of business performance
D-Edge use case
Jan 25, 2022
Success Story
Put email signatures at the service of business performance
D-Edge use case
Jan 25, 2022
D-Edge context and goals
D-EDGE, the tech subsidiary of the ACCOR group, is the publisher of a suite of technological solutions that helps hoteliers improve their online visibility and their actions at every point of contact with the customer or potential customer. The platform allows hoteliers to optimize the occupancy of their establishments and maximize their revenue.
The group now has 450 employees and is present in 22 countries, where it supports more than 12,000 hotels. The teams are mainly located in Europe and Asia.
The headquarters' communication team implemented Sigilium in 2017, with the objective of taking back control of the teams' email signatures. And turning it into a centralized communication channel. This was not the case previously, where everyone did what they could, based on their skills and availability.
D-Edge context and goals
D-EDGE, the tech subsidiary of the ACCOR group, is the publisher of a suite of technological solutions that helps hoteliers improve their online visibility and their actions at every point of contact with the customer or potential customer. The platform allows hoteliers to optimize the occupancy of their establishments and maximize their revenue.
The group now has 450 employees and is present in 22 countries, where it supports more than 12,000 hotels. The teams are mainly located in Europe and Asia.
The headquarters' communication team implemented Sigilium in 2017, with the objective of taking back control of the teams' email signatures. And turning it into a centralized communication channel. This was not the case previously, where everyone did what they could, based on their skills and availability.
Regain control and manage all email signatures
Take back control, corresponded to several important challenges.
2 main objectives :
Branding: unify the brand image among all employees. (having up-to-date and common template signatures...)
Business: make it a centralized and measurable communication lever.
Unify email signatures in two different messaging platforms.
If all D-EDGE collaborators use Gmail as their main messaging platform, the 2 entities that make up the group were one entirely on Gmail, the other entirely on Outlook.
Being compatible with different market messaging platforms allows Sigilium users to have unified email signatures in a heterogeneous environment.
Managing heterogeneous environments
☝️ Today, and especially with telecommuting, 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 were already used to it. Or a webmail for those connecting remotely.
See the integrations
Regain control and manage all email signatures
Take back control, corresponded to several important challenges.
2 main objectives :
Branding: unify the brand image among all employees. (having up-to-date and common template signatures...)
Business: make it a centralized and measurable communication lever.
Unify email signatures in two different messaging platforms.
If all D-EDGE collaborators use Gmail as their main messaging platform, the 2 entities that make up the group were one entirely on Gmail, the other entirely on Outlook.
Being compatible with different market messaging platforms allows Sigilium users to have unified email signatures in a heterogeneous environment.
Managing heterogeneous environments
☝️ Today, and especially with telecommuting, 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 were already used to it. Or a webmail for those connecting remotely.
See the integrations
Drive the strategic brand identity change.
D-EDGE is the gathering of two entities with complementary businesses: Fastbooking and Availpro. The launch of the new identity across all countries was a strategic step. And the transition took place in two steps.
step 1: switch to a common email signature template, associating the two brands.
step 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 anything. And which, in line with the official campaign, allowed all employees to directly convey this major change to their professional contacts.
Drive the strategic brand identity change.
D-EDGE is the gathering of two entities with complementary businesses: Fastbooking and Availpro. The launch of the new identity across all countries was a strategic step. And the transition took place in two steps.
step 1: switch to a common email signature template, associating the two brands.
step 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 anything. And which, in line with the official campaign, allowed all employees to directly convey this major change to their professional contacts.
Deliver targeted content in 22 countries
Another challenge for the communication and marketing teams at D-EDGE is to be able to relay targeted communications, according to the markets. With a presence in 22 countries, message segmentation is key to easily dispatch a different banner depending on the area or countries concerned.
Segmenting communications
This Sigilium feature is widely used by the D-EDGE teams. Segmenting teams, by location or by profession, easily allows defining who relays which communication.
Concrete use cases:
events: Webinars and in-person events are not the same for different countries.
dates and culture: New Year's Day is not on the same dates in China and Europe.
language: Global messages are written in English. Locally, they are in the language of the concerned country.
Easily delegate email signature management
To illustrate the product's simplicity, Lou Rondy explains that today she can delegate the creation and deployment of a banner to any team member at any time. Even a new intern, without knowing the platform, has the ability to take control of the tool and deploy communications in the teams' email signatures.
Defining the scope of admin access: local and global
On the Sigilium platform, the headquarters marketing team at D-EDGE has two options for sharing admin access.
Share global admin access to supervise the entire account.
Share local admin access, where the responsible person can only act within their assigned scope.
Deliver targeted content in 22 countries
Another challenge for the communication and marketing teams at D-EDGE is to be able to relay targeted communications, according to the markets. With a presence in 22 countries, message segmentation is key to easily dispatch a different banner depending on the area or countries concerned.
Segmenting communications
This Sigilium feature is widely used by the D-EDGE teams. Segmenting teams, by location or by profession, easily allows defining who relays which communication.
Concrete use cases:
events: Webinars and in-person events are not the same for different countries.
dates and culture: New Year's Day is not on the same dates in China and Europe.
language: Global messages are written in English. Locally, they are in the language of the concerned country.
Easily delegate email signature management
To illustrate the product's simplicity, Lou Rondy explains that today she can delegate the creation and deployment of a banner to any team member at any time. Even a new intern, without knowing the platform, has the ability to take control of the tool and deploy communications in the teams' email signatures.
Defining the scope of admin access: local and global
On the Sigilium platform, the headquarters marketing team at D-EDGE has two options for sharing admin access.
Share global admin access to supervise the entire account.
Share local admin access, where the responsible person can only act within their assigned scope.
Manage a qualified traffic on its offers.
Another major issue related to email signatures: taking advantage of this space for external (and internal) communication, to relay targeted messages to contacts and prospects.
And these are very specific cases that Lou came to share at the BtoB Summit. The frequency of email exchanges (an employee spends an average of 2 hours and 23 minutes behind their inbox every day) and having the attention of the recipient make the email signature essential for relaying company news.
Manage a qualified traffic on its offers.
Another major issue related to email signatures: taking advantage of this space for external (and internal) communication, to relay targeted messages to contacts and prospects.
And these are very specific cases that Lou came to share at the BtoB Summit. The frequency of email exchanges (an employee spends an average of 2 hours and 23 minutes behind their inbox every day) and having the attention of the recipient make the email signature essential for relaying company news.
Measure concrete business results.
During her presentation, Lou Rondy shared 3 examples of campaigns. Below are the results obtained, and some insights.
Average traffic observed. The communications deployed generally have a duration of 3 weeks. And a banner typically gathers around 500 clicks from people who want to learn more.
Long-term campaign. Over the year it was promoted in email signatures, the D-isplay campaign generated +5100 clicks to dedicated pages on the site.
One-time campaign. Sharing a link to the D-EDGE newsletter resulted in +400 new subscribers in just 10 days. An effective way to gather a captive audience and leads around product innovations and news.
Measure concrete business results.
During her presentation, Lou Rondy shared 3 examples of campaigns. Below are the results obtained, and some insights.
Average traffic observed. The communications deployed generally have a duration of 3 weeks. And a banner typically gathers around 500 clicks from people who want to learn more.
Long-term campaign. Over the year it was promoted in email signatures, the D-isplay campaign generated +5100 clicks to dedicated pages on the site.
One-time campaign. Sharing a link to the D-EDGE newsletter resulted in +400 new subscribers in just 10 days. An effective way to gather a captive audience and leads around product innovations and news.
Measure concrete business results.
During his intervention, Lou Rondy shared 3 examples of campaigns. Below are the results obtained, and some lessons.
Average observed traffic. The communications deployed generally last for 3 weeks. And a banner typically collects around 500 clicks from people who want to learn more.
Long-term campaign. Over the year it was relayed in email signatures, the D-isplay campaign generated +5100 clicks to dedicated pages on the site.
One-time campaign. Relaying a link to the D-EDGE newsletter helped generate +400 new subscribers in just 10 days. An effective way to gather a captive audience and leads around product news and updates.
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You're wondering what an email signature is exactly? It's simply a block of text, images, and links that you place at the bottom of your emails. Basically, it's like a virtual professional business card that appears with every email sent!
Generally, it contains the sender's contact details, who signs the message, and thus confirms their identity. These typically include the name, position, company name, address, phone number, and email address. These details allow your contacts to quickly identify and reach out to you if needed.
☝️ But be aware, an email signature is much more than just contact information! It's a genuine communication and marketing tool.
With a well-thought-out signature, you can:
Enhance your brand image by including your logo and colors, similar to a well-crafted business card
Drive qualified traffic to your website or social media with just one click
Showcase your latest content (blog articles, white papers, webinars...) directly in the email inboxes of your clients and prospects
Promote special offers, enticing discounts, or can't-miss events
Facilitate interaction and engagement from your correspondents through simple actions, like scheduling appointments, inviting them to contact or follow you with ease
Share legal information, always in a professional manner
In short, the email signature offers you valuable space to convey key messages systematically and on a large scale. It's an opportunity to deliver targeted and relevant content in every email exchange. It's like automatically distributing a personalized business card along with a tailored message to each of your contacts! When used effectively, it becomes a powerful lever for enhancing your visibility, generating leads, and strengthening trust and relationships.
You're wondering what an email signature is exactly? It's simply a block of text, images, and links that you place at the bottom of your emails. Basically, it's like a virtual professional business card that appears with every email sent!
Generally, it contains the sender's contact details, who signs the message, and thus confirms their identity. These typically include the name, position, company name, address, phone number, and email address. These details allow your contacts to quickly identify and reach out to you if needed.
☝️ But be aware, an email signature is much more than just contact information! It's a genuine communication and marketing tool.
With a well-thought-out signature, you can:
Enhance your brand image by including your logo and colors, similar to a well-crafted business card
Drive qualified traffic to your website or social media with just one click
Showcase your latest content (blog articles, white papers, webinars...) directly in the email inboxes of your clients and prospects
Promote special offers, enticing discounts, or can't-miss events
Facilitate interaction and engagement from your correspondents through simple actions, like scheduling appointments, inviting them to contact or follow you with ease
Share legal information, always in a professional manner
In short, the email signature offers you valuable space to convey key messages systematically and on a large scale. It's an opportunity to deliver targeted and relevant content in every email exchange. It's like automatically distributing a personalized business card along with a tailored message to each of your contacts! When used effectively, it becomes a powerful lever for enhancing your visibility, generating leads, and strengthening trust and relationships.
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© 2024 Sigilium. All rights reserved.