Take a look at the signature at the end of your business emails. It probably includes your name, email address and direct phone number. Then there will be your organisation’s details, perhaps the main office phone number, website and address. It may also include other forms of contact, such as corporate social media accounts. After that there’s probably a block of legalese, written by your company lawyers. This will tell the recipients, in complex detail, that they shouldn’t read what they’ve just read, if it wasn’t meant to be read by them.
And that, with perhaps a brief mention of virus-scanning tacked on at the end, will be that. The same signature on every email, regardless of the recipient.
All across your organisation, the situation is likely to be the same. The names and phone numbers may change, but the rest will be identical. It’s called boilerplate text, and companies use it because it’s easy. One block of text fits all. Set it up and forget about it.
But it’s also inefficient. Think of all the different types of people your organisation contacts on a daily basis. Emails are fired out from marketing, sales, support, customer service and other departments. Potentially thousands of emails every day, all with the same bland boilerplate text.
It’s time to be more creative. Instead of one template for your entire organisation’s email, you can break it down. Not down to the level of individual staff – that would create a huge amount of work and might also appear inconsistent to your customers. But you can certainly drill down to the departmental level.
By segmenting your business into logical sections, you can create email signatures that suit each one. For example, sales emails could include recommendations of new or related products. Think of Amazon’s “People who bought this also bought…” suggestions. Customer service mails could direct users to online resources to help them help themselves. Support emails could point to your technical knowledge-base and support forums.
Maybe you’re already doing this, or at least some of it. If so, great. But that’s just the start. Your email signatures don’t have to be set in stone. What works one month might not work the next. Seasons change, products come and go, customer requirements evolve and your business grows. So why not change your signatures each month too?
Again, that sounds like a lot of work, but this time it doesn’t have to be. If you use Black Pearl Mail, signatures can be applied for you automatically. Every outgoing email, whether it’s from a computer, tablet or smartphone, can have consistent email signatures applied. They can be properly designed with your logo and graphics.
You could use services like this to add the same, identical email signature for everyone in your business. But you could also break it down by department, so you get the best of both worlds – a consistent email appearance with signatures that are tailor-made for each department.
What’s more, you can track the response. Professional email signature tools include the ability to see who has opened your mails, and when. They can tell you which links have been clicked on. In this way you can refine the email signatures of each department until you find the best. You can compare click-through rates (CTRs) and find out what works and what doesn’t.
Before you know it, you’ll have turned your email signatures into a powerful sales, marketing and support tool. All it takes is a little thought and planning, and the help of a professional email signature management company.