Bouygues Telecom harmonizes its signatures and optimizes its messages with Sigilium

Key figures

+500

Collaborateurs répartis dans 3 pays

10 à 15

nouveaux employés chaque mois

+2h

économisés par les RH par onboarding

100%

des signatures email synchro et unifiées

About

Bouygues Telecom Entreprise offers telecommunications solutions for professionals under the Bouygues Pro and Bouygues Business brands. In the midst of a major transformation and identity change, the company faced a key challenge: to structure and effectively exploit email signatures as a genuine communication tool and marketing lever.

The company wanted to automate the management of email signatures, guarantee consistent communication between its different divisions, and measure the impact of integrated campaigns.

4 challenges

An under-exploited channel and a lack of uniformity: email plays a central role at Bouygues Telecom Division Entreprise, with thousands of exchanges every day between sales reps, technicians and customers. Signatures lacked uniformity: some were missing, others displayed inconsistent formats or old logos, damaging the brand image.
A brand change: Bouygues Telecom Division Entreprise has evolved, integrating new identities: Bouygues Pro and Bouygues Business. It was essential to instantly update email signatures across all communications to ensure a smooth, seamless transition.

A need to monitor and optimize campaigns: some signatures already included banners, but there were no performance indicators (click-through rates, engagement) to measure their impact. The communications team was looking for a solution capable of automating campaign management and providing precise data on campaign effectiveness.
A simple solution that could be adapted to the IT environment: the tool had to integrate with the Microsoft Active Directory to automatically synchronize and manage signatures. The need for automation was key, in particular to manage the departure or arrival of an employee without manual intervention.

Solution

Internal deployment and adoption

A POC to test and refine requirements: before full deployment, a 3-month POC (Proof of Concept) was carried out with around a hundred testers, spread across different entities. This phase made it possible to:

Evaluate the tool's impact and ergonomics.
Adjust signatures according to feedback.
validate integration into the company's IT environment

Smooth, efficient deployment: by February 2024, 2,000 licenses had been activated simultaneously. A lightened version of the signatures was set up for internal exchanges.

Centralized, scalable management: currently, two people manage signatures for the entire company. Eventually, each division could have its own project manager for more agile campaign management.

5 practical benefits

Standardization

Less support

A time saver

An efficient communication

automatic onboarding

Harmonized communication and reinforced visual identity: each group and division has a coherent, representative signature. The brand image is reinforced on all emails sent.

An exploitable and measurable marketing lever: email signatures now include high-performance, trackable banners. The communications team can measure results and adapt campaigns according to performance.

A time saver and a simplified management.
No more IT intervention to update signatures. Automation reduced the workload for in-house teams.

A winning partnership with Sigilium.
Sigilium's support and responsiveness were decisive for the success of the project. The teams appreciated the simplicity and transparency of the service.