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Yes, you read that right - Growth Hacking the Email Signature! This quick workshop will walk you through some ideas on how to use your company's email signatures to drive quality traffic and conversions. The email signature has come a long way and can be a powerful part of any content marketing strategy. Some ideas we'll cover in this presentation: - Extending the life of content marketing assets - Increasing subscriber and social network counts - Booking incremental revenue - And of course, standardizing your company's signatures for brand and compliance requirements. Who should watch this presentation: - Growth Hackers - Inbound Marketing Managers - Marcomm Managers - Email marketing pros - CMO's, VPs of Marketing - CRO specialists Please provide your feedback to [email protected] - we'd love to hear from you!
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20 Minute Workshop: Growth Hacking and the Email Signature
What We’ll Talk About Today
• Really? The email signature? • No, seriously, why are we talking about the email signature?
• Growth hacking tac>cs • Examples for innova>ve companies • What to look for in your own solu>on
The Email Signature | Long ForgoHen
The Email Signature S>ll Has a Place
Why? 1. Branding 2. Compliance
• A lot of organiza>ons stop there • Coincidentally, a lot of organiza>ons don’t consider growth hacking a core competency either…
The Explosion of Social DistribuDon Channels, and the Content MarkeDng Strategy Driving Those Channels, Has Created the Need for PromoDon at Every Turn
Crea%ng an Renaissance for the Email Signature
What Kind of #’s Are We Talking?
The average 150 person company sends 1.5 Million emails a year – that’s 1.5M brand impressions!
125,000 Highly Targeted Impressions/Month
Aren’t We Already Doing This?
Think Differently Peer-‐to-‐Peer Email ≠ Mass Email
Why Can’t We Do This Via Mass Email?
Open rates aren’t what they used to be
Passive & Con>nuous Campaigning
Let’s Talk Tac>cs • Extend the life of your earned, paid and owned media – If you paid for it, drive down that cost; make the email signature part of your refactoring process
• Don’t simply link to social networks; ask them to join a specific network and tell them why – You can rotate networks as needed
• Consider your segments, both internally and externally – Who does your finance team email the most? Is that a source of referrals?
– Support should link to the knowledgebase; a single help >cket avoided is real money saved
Let’s Talk Tac>cs (cont’d)
• Where possible, personalize – Local office addresses, as opposed to corporate – Regional events; drive engagement
• Don’t be afraid to ask for the money – Have a product that is an easy sell/buy? Go for it
• Email marke>ng is your thing? – Focus on subscriber growth
Real World Examples
Major MoDon Picture Studio
• Each department leverages a unique promo>onal banner for a new movie currently in theaters – links to >cket purchase page
• Rotates with newly available DVDs a well – linking to purchase page
• $20 at a >me; passive campaigning/con>nuous marke>ng
Real World Examples
Broadcaster • Every day, company
promotes their TV lineup in their signatures
• Company measures click thru to see which groups are driving the most traffic to show community pages
• Rotate their banners every day to focus on the day’s shows
Real World Examples
AccounDng Firm • 3 regional offices, twice a
year, compete against each other in raising money for charity
• Each office features their chosen charity in their signatures; driving dona>ons
• Winning office gets lunch served by losing offices
If You Can’t Measure It…
Common Measurements/KPIs • CTR and conversion • Community network growth • New subscriber growth
– Create separate sign up form, or u>lize progressive form fills to iden>fy new subscribers
• Revenue • Departmental contribu>ons
– Many customers run contests/quotas to see which groups’ passive campaigns are most successful
What to Look For
• A vendor who can provide measurement of the ac>vi>es being done
• Granular controls over signatures and the related campaigns
• Flexible signature crea>on for rapid itera>on • Integra>on with exis>ng systems • Low IT overhead
Puing a Bow on It
• Branding and compliance are now simply table stakes when it comes to email signatures
• The numbers don’t lie – there’s a massive untapped reservoir of revenue hiding in your company’s email
• Innova>ve companies are using email signatures to drive quality engagement and conversions
• Email signatures can be A/B tested as effec>vely as landing pages or web copy
• ROI is immediate
Thank You! [email protected] www.emailsignature.com
@emailsignature