Using Email Signatures to Drive Business Sales and Marketing Impact: with Carol Howley, CMO at Exclaimer

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By Paroma Sen On Nov 2, 2023

Carol Howley, CMO at Exclaimer recently joined in a conversation of the SalesStar Podcast to share value-add tips on how modern digital marketing and B2B sales teams can effectively use their email signature sections to drive actual business ROI.

Catch the snippets of the conversation here:

Brands can use email signatures as an advertising and marketing channel far more effectively than they currently do. However, herein lies a great big missed opportunity: because most digital businesses haven’t unlocked the value of their email signature sections yet.

For B2B sales and marketing teams who are open to the idea of using email signatures to further their sales and marketing goals, here’s what can help:

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Latest Trends in Email Signatures and Understanding how they can Play a Bigger Role in Brand Marketing and Sales

A lot of people have not thought of email signatures as a marketing channel. It is important for more marketers and sales teams to realize that this is a missed opportunity so that they leverage it effectively as a marketing channel and to boost sales.

It’s commonly understood and accepted today that Marketers should not spend on anything that doesn’t have a valid ROI attached to it.

Today’s B2B teams, especially marketers are largely being expected to drive impact using smaller budgets and fewer resources.

Email signatures can be a cost effective way to leverage a good marketing and sales positioning effort.

Everyone sends about 100s of emails a day, the average professional sends about 40 a day per reports and studies. Email is the backbone of business communication.

Not utilizing email signatures is like a lost opportunity because, this section is already in your prospect’s inbox and with the right CTA, it can help boost actual clicks, including traffic back to product or pricing pages and so much more.

Seasoned businesses are known to use their email signature sections to regularly promote a new product or service, offer discounts, inform prospects and recipients about new events or webinars and similar such initiatives. Yet, the number of marketers and sales people who do this is far lower than it should be.

An effective email signature process can allow brands to sport consistent messaging and represent their brand in a more cohesive manner in what’s already a crowded digital market.

Tips to Use Your Email Signature Section to Drive Impact: How Leading Brands Do This

Here’s what some of the more established businesses worldwide do to effectively use their email signatures to impact marketing and in some ways, even sales results.

Within campaigns, promote a new whitepaper, upcoming event, drive traffic to certain website sections or campaigns – it’s a default for most seasoned brands today, the email signature is updated regularly to sport new information.
Every sales email and marketing email is updated accordingly with a revised email signature based on upcoming services, plans, initiatives and is made to align with actual marketing and sales cadences
Mature brands also use their email signature section to help tie into a larger ABM or GTM strategy and to boost a more singular marketing and sales communication effort
In addition, they collect real time feedback, through their email signature sections by using the space to ask for opinions and ratings many a time

Collecting customer feedback and ratings can also boost engagement and help marketing and sales to use that response in a form to move to a next level in the marketing or sales conversation.

Last Words

Email signatures are severely underutilized today. By making this section in your email more personal and engaging, B2B marketers and B2B sales teams can certainly stand out from the crowd to help drive their business goals.

The biggest mistake that is being made today is that many brands don’t use email signatures as a marketing or sales tool, they use it as a functional tool.

Understandably so, it can be tedious to keep updating it, especially if a business sports a large, distributed team. However, a process can be set in place to streamline this with the aim of using email signatures more effectively in future.

Keep in mind, your email marketing and B2B sales prospecting can be made more effective with a solid email signature structure. The eventual result just needs to be unlocked using the right tips and techniques.