How ABM Specialists can benefit from email signatures?

Wassim Achkar

Product Marketing Manager

Highly targeted, personalized marketing campaigns are key for Account Based Marketing (ABM) Specialists to win over accounts. As ABM Specialists are pulled in different directions to enhance multichannel growth, important internal communication tools such as email might be forgotten. Get your message out and build brand identity with this powerful tool – the email signature.

‍‍Marketing strategy is on the rise: Account Based Marketing (ABM) has increased in popularity in the B2B marketing world. According to Sirius Decisions, 92% of marketers see ABM as fundamental to achieving their goals and 50% have already deployed an ABM program worthy of the name. This is ideal for companies who want to focus on growth, attract high-value accounts, and better align the marketing and sales teams.

‍Using cross-channel engagement: Unlike mass marketing, ABM focuses on specific prospects and coordinates marketing and sales efforts to deepen engagement from the start. ABM relies on multiple tactics and the marketing and sales teams work together to target specific accounts that would be a good fit and turn them into customers. Cross-channel marketing is used to reach and engage with prospects and customers wherever they are (webinars, emails, social networks).

Objective of the ABM specialist: customizing campaigns

Personalization is important for any campaign, but it is the key to Account Based Marketing. The objective for ABM Managers is to deploy personal content with the appropriate channels to generate interactions with target accounts. Having customization is also at the heart of tools dedicated to ABM such as Engagio , Terminus or even Uberflip.

Liz Demers, Partner Manager at LinkedIn, was eager to talk about the subject at a dedicated event.“Linkedin is at the centre of this conversation [about ABM] because ABM resonates with everything we are good at – inspiring authentic engagement, nurturing trust, building relationships…”.

Highly customizable channels with high engagement – in an ABM context

While LinkedIn is a solid asset for ABM managers, there are a plethora of options that also allow for high engagement. Events (or rather virtual events in 2020), paid digital advertisement campaigns (configured for target accounts), and newsletters can be used for personalized content. One tool that every ABM Specialist should have in their toolbox? The email signature. And for several reasons:

Email is a very powerful and commonly used source of communication. On an average, 121 professional emails are received and 40 are sent every day by an employee. The email signature is part of a brand’s identity which help users see that the identity of the sender is a trusted source.
This email signature not only carries contact details of a person and their company but can also promote content. Create and manage all employees’ email signatures and add customizable targeted marketing banners with Letsignit.
As long as you rely on a centralized management solution for email signatures such as Letsignit, they can be adapted and personalized according to the accounts to be sent. Have an email signature that is eye-catching, professional, and adapted to all your needs.
With Letsignit, all the teams likely to interact with the targeted accounts can contribute to the campaigns via their email signature - just allocate these signatures to the right profiles to make them email signature ambassadors.
By managing email signatures as targeted marketing campaigns, tracking performance has never been easier.
ABM Specialists can access insightful data which includes who sent the email and the traffic generated on a landing page dedicated to each account.

ABM Specialists – Take advantage of this powerful marketing tool with each email sent

With the amount of people your company interacts daily over email, email is a gold mine. With Letsignit, you can easily integrate and gain control over your brand’s digital identity with email signatures across your team. Make your emails a low-cost acquisition channel for marketing and add custom signatures and banners automatically.

About the author

Wassim is a Product Marketing Manager at Letsignit. He ensures that our solution aligns with market expectations and perfectly meets the needs of businesses. He is a fundamental element of the marketing team, ensuring that the product's value is well conveyed across all services and channels. In addition to his marketing role, Wassim also plays a key role in animating the Letsignit football team. He knows how to seize the most opportune moment to make decisive passes!

About Letsignit

With Letsignit email signature manager, connect with your audience in a way that's on-brand and personal, while driving quality lead generation.

Frequently
asked questions

Is it possible to track the number of clicks on email signatures?

Yes, with the 'Campaigns' offer, it is possible to track the number of clicks on the email signatures of all your employees in the 'Statistics' area of the platform.

You can then access a detailed or global view of the number of clicks on the email signatures of each employee. You can use the search option to target a specific signature or a given period. Finally, you have the possibility to export all statistics to an Excel document.

If you launch campaigns with banners inserted in your email signatures, you can also access their performance via this same space.

Can we add links to social networks, our website, and appointment-setting applications such as Calendly?

With Letsignit, you can easily add social network icons in your collaborators' email signatures and link to your company pages. Also, our "attributes" feature allows you to manage personalized URLs for each of your collaborators such as their individual LinkedIn profile.

And that's not all: you can add links to an appointment-setting application, allow your customers to leave reviews easily, and integrate our 'Chat on Teams' widget to let anyone start a discussion via Microsoft Teams chat.

Can employees update their signature information themselves (number, function, etc.)?

It’s up to you! As an administrator of the Letsignit platform, you choose whether or not to grant modification rights to your employees. These permissions are managed on an attribute-by-attribute basis, which means that you can decide to allow the employee to change their phone number, but not the address of your premises, for example.

This feature applies to all attributes in your directory, including custom attributes created on Letsignit. When your employees change one or more attributes, your directory is obviously not affected.

Why it is important to standardize our email signatures on a large scale to ensure our identity and brand image?

It often happens that employees make their email signature their own: custom format, bad fonts, colors inconsistent with the brand standards... all of this has an impact on your brand!

A consistent visual identity is considered authentic and outperforms a perceived weak one by 20%. And, your customers are 2.4 times more likely to buy your products.

With Letsignit, take back control over your brand identity by standardizing all your email signatures. Our tool has many features that allow you to customize your signatures by department, by audience or by subsidiary. Not to mention the possibility of carrying out campaigns within your email signatures thanks to our Campaign offer.

What is the user experience like for our employees?

If you opt for the Letsignit Add-in for Outlook, they will have a dedicated space in their Outlook account where they will be able to view the signatures and campaigns assigned to them.
If you opt for the Letsignit Desktop APP, they will be able to preview all their signatures and campaigns in this space. If they want to change their default signature to another one when sending an email, this will be done in their signature library in Outlook.

In both cases:

They preview their signature before sending an email and choose from signatures assigned to them.
Based on the permissions granted, they will also be able to modify their personal information such as their name, position, or address in these spaces.

In short, they have autonomy in their email signature, but you keep control on the field, signatures, and banners they can edit or use.

Can my employees have multiple signatures available to them?

With our "multi-signature" feature, your employees can benefit from multiple email signatures. No technical manipulation is required. Thanks to our Add-in for Outlook or the desktop app, they can change their email signatures as they wish with just a few clicks.

Regarding the creation of email signatures, you can make several variations such as:

An English, Spanish, etc. version to adapt it to your audience
A signature template with timely promotional banners.
Use different formats of your logo according to your subsidiaries.
A signature for each of your branches.
Signature banners created especially for internal exchanges.
A simplified version for reply/forward of emails.

Everything has been thought of to go further in the personalization process based on the recipient of your emails.

Regarding “Green IT,” have you implemented measures to limit the digital footprint of email signatures?

If sending emails has an impact, non-optimized email signatures also have an impact. An unsuitable format or an image that is too heavy considerably increases the size of your signatures... and therefore, your emails.

As a responsible economic actor, we contribute to reducing our CO2 emissions and those of our customers in several ways:

Optimization of the weight of signatures and campaigns in emails.
Green features: lightening of signatures during response/transfer emails, possibility of not embedding images, implementation of lighter signatures for internal exchanges.
Integration of a 'Switch to Teams' widget to encourage your employees to continue their exchanges via chat, rather than email.

As we are increasingly involved in sustainability initiatives, our priority in 2023 is to develop even more green IT functionality.