Email Signatures: Compliance and the Power of Marketing
Your brand is more than your logo, letterhead and website. It is the standards set forth by management and carried out by every employee in the organization.
However, in today's digital age it has become increasingly difficult for corporations to align their brand standards with their employee's electronic communication practices.
This challenge is highlighted by the variations in a company’s email signature. A company with 500 employees may have 200 different email signatures.
Emails. We send a lot of them. Every day you probably send dozens of emails from your personal inbox and the signature at the bottom of your email says a lot about you and the company you represent. Is your signature compliant with your company’s branding standards? Does your company even have a standard for email signatures?
Something to think about: if your business has 500 employees and each of them sends only 20 emails in an average working day, that’s 10,000 emails sent, opened and read every single day! In a year we’re talking around 2.4 million emails.
Marketing managers tell me every day that they are looking for a way to centrally manage their email signatures and while this was extremely hard to do in the past there are now tools available to promote a consistent and compliant email signature all controlled by marketing.
Now you can harness the power of those 2.4 million emails that your company is sending by not only ensuring that they meet brand standards, but also by including targeted marketing messages at the bottom of each email - once again centrally managed by marketing. Wouldn’t it be great to promote an upcoming webinar, user conference or company award in all emails without having to ask each user to “include this banner at the bottom of your emails”. Instead marketing creates the message and then “pushes it out” to all 500, 5,000 or 50,000 employees email signatures.
So the next time you send an email, think about how you can promote your company’s events and press releases or drive traffic back to a website or a webinar registration. The tools are out there and your competition may be taking advantage of them. Are you?