at mid-size companies and big enterprises trying to find ways to standardize business communication across the whole company
Small Business Owners
seeking to find additional marketing channels
Marketing Professionals
looking to turn workplace email into an effective branding tool
With lots of clutter around the death of email marketing, companies start to invest into alternative cutting-edge technologies, such as chatbots, artificial intelligence, and virtual reality. However, both experience and research demonstrate that even in 2020 email has the highest return on investment.
In this report, we’ve decided to focus on business emails and on how companies get the most out of their workplace communications. We surveyed more than 750 marketers and business owners to find out what strategies they are using, what problems facing and what plans they are making for this year.
In 2020, email continues to be the primary communication channel. The majority of respondents said that they still rely on corporate email when it comes to the interaction with both customers (66%) and colleagues (47%).
It’s time to stop losing marketing opportunities
40% of marketers and sales reps send 18 personalized business emails daily. Multiplied by 20 work days, an average employee at small and mid-size organizations participates in 360 personalized email conversations monthly. That’s more than 4.000 targeted messages per year per team member. By not using workplace communication for promotion purposes, companies lose potential customers and branding opportunities.
Businesses start realizing the marketing power of their corporate sign-offs
Email delivers the highest ROI than any other channel. While regular newsletters hold their ground in the eyes of marketers, more and more professionals become aware of the benefits of using workplace correspondence as an additional marketing channel. Thus, 62% of respondents who implement email signatures in their business communications confirm that they use sign-offs to give additional visibility to their businesses.
Entrepreneurs struggle with measuring the performance of email signature marketing
When polled, only 23% of our respondents said they evaluated the performance of email signature marketing campaigns. The main KPIs when measuring the results are the number of clicks, impressions, and emails sent. Less than 10% of respondents calculate the revenue generated from their email signature marketing efforts. 28% of people confirm that measuring performance is their biggest challenge when launching marketing campaigns in their business emails.
Most businesses update their corporate sign-offs less than once in a quarter
45% of the respondents update their email signatures two to four times per year and almost 35% of them revise the sign-offs only once in a few years.
Email marketing is not just about newsletter automation. 66% of professionals rely on their business email when it comes to communication with their customers and prospects. Regular business emails are an effective channel that can be used to send highly targeted promotional messages.
Primary business communication channel
Interaction With Customers and Prospects
Workplace Communication
Steps to take
If email is the primary communication channel in your company, don’t forget about its marketing power. Incorporate branded colours into your sign-off, include a relevant marketing message or a CTA to every message you send.
Use the marketing power of personalized emails
Trying so hard to personalize marketing newsletters, many entrepreneurs forget to ‘marketize’ highly personalized business emails. According to the survey results, workplace correspondence that includes unobtrusive promotional messages benefit marketing, sales, and customer support departments.
Department that benefits the most by adding promotional elements to email signatures
Number of business emails sent by an employee of a marketing or sales department daily*
Steps to take
Estimate how many business emails are sent monthly by your team members and calculate the number of unique marketing opportunities you can make use of to promote your brand.
Measure the performance of your email signature marketing
Like everything digital, email signature marketing can be measured. However, the study shows that only 23% of respondents evaluate the results of their promotional campaigns. Those who do, pay the most attention to the number of clicks, impressions, and emails sent.
Metrics and KPIs tracked
Steps to take
Central management is a key to successful evaluation of your marketing campaigns. Use professional
email signature generators
to track the results in a unique dashboard. Integrate your business signatures with analytics tools to collect data on traffic received or on the number of leads and revenue generated.
Stay up to date
Only 20% of the respondents update their email signatures regularly. 6% revise corporate sign-offs once or twice per month and 12% do this every month or two. The remaining 2% make changes weekly or even more often.
Email signatures update frequency
Steps to take
Don’t forget to refresh your sign-offs if you launch a new product, organize a live event, or offer a discount. Remember that it is easier to maintain relationships with existing customers than to convert a lead. Use centralized management to easily update signature banners and launch separate email signature marketing campaigns for different company departments.
This report is brought to you by Newoldstamp – email signature marketing platform. At Newoldstamp we revamp business email communication by allowing marketers and business owners to insert professionally-looking interactive signatures into their emails. Clickable banners, branded social media icons, and eye-catching call-to-action buttons convert the emails sent by employees into a powerful highly targeted marketing channel.
