The lost key to better customer journeys

✅ Your website is overflowing with great content. 

✅ You drive people to it. 

So why aren't you getting as much traffic as your Youtube and LinkedIn accounts? 

Because people go where they need to go. 

Your prospects are busy people - they don't have a whole lot of free time to search your site for content.  

It’s up to you to give them the right directions to get where you want them to be.

How? 

Email signature marketing.

It directs a prospect where you need them to go from where they already are. And it's the secret ingredient to standout customer journeys.

As much as the guy above in the Citroen Picasso doesn't want to believe it.

In this blog, we're going to map out the best way to implement your email signature marketing within each stage: 

Awareness | Research | Comparison | Purchase | Retention 

Skip to the start 👇 Or click the menu ☝️ to go directly to a section. 

The power of the email signature

Imagine you had the power and control to get content in front of segmented or target audiences - without it being missed?

Well, you already do.

But many B2B leaders don’t realise just how powerful their employees’ email signatures are.

You can update, create targeted lists and campaigns, schedule and rotate signature banners that promote your campaigns all in a channel that’s totally competitor free.

Think about this:

No one can miss your marketing if it’s in your email signature. It doesn’t come across as spam and you’re getting your content out to a place where your prospects spend a huge chunk of their time.

Now let’s dive into the good stuff 👇

Awareness

Creating brand awareness is a big deal.

For example: one of your employees reaches out to someone via email, say to follow up on an order for a new pair of trainers...

The receiver has never heard of your company, but it’s beautifully laid out in bold within the employees’ email signature.

They reach out, and you’ve generated a lead just by creating awareness through your employees’ email signature.

It’s that easy. 

Onto scenario 2: 

Your sales team reaches out to prospects and you’ve just launched a great campaign offering value to the first 100 people who book a demo in that month.

The prospect has never heard of your company before, and your sales rep has just sent a quick intro explaining how your company can solve some of their biggest pain points.

But what really hooks them?

You got it - your new campaign, outlined in your sales reps email signature.

Or…

Perhaps you’ve sent a prospect an introductory email, but you don’t want to get into too much detail.

Let your email signature do the talking with a CTA linking to a video that explains everything you do.

Here are a few tips for raising brand awareness through your corporate email signature:

• Use great visuals that support your key messages
• Tell your story, starting with your why
• Include real employee photos to showcase your humanity and company culture

The choices when it comes to raising awareness through email signature marketing really are endless.

Research

Has your business just released a fantastic white paper filled with important research?

Prospects are always on the lookout for great new resources to use in their day to day…

So promote it in your email signature!

If your prospects can find value in your emails, even if it’s in your email signature, you’re ten times more likely to get a lead.

Promote value through: 

• Research reports
• White papers
• Interviews with experts  
• How-to videos
• Webinars 
• Events

Not only will this improve your relationships with prospects but it gives your company an added credibility boost.

Comparison

A lot of B2B prospects are going to want to do their research before signing on the dotted line.

You need to ensure you’re a step ahead of your competitors.

How? 

By highlighting your USPs in your email signature! 

Not only does this tell your prospect what sets you apart from your competition but it silences all of their objections, warming them up for your sales team to swoop in and seal the deal.

Another way to push your service to the top is to include a customer success story or case study in your email signature. 

This showcases how you’ve helped companies just like theirs, easily deal with their most frustrating pain points. 

Or…

You can include a great customer testimonial to encourage them to book a demo or meeting.

Purchase

If you’ve been putting a lot of effort into a sale but still haven’t closed the deal yet, your email signature might be the little push you needed.

Think about it…

An attractive banner can remind them of open proposals, current deals or even discount campaigns.

The power to close is in your hands.

Retention

The easiest way to keep a customer interested is to engage with them.

This can be in the form of invites to:

• Webinars
• Special events 
• Trade shows 

The best part about including these invites in your email signature is that you’re not spamming your reader with invites they might not be interested in. Instead, you’re making it known without annoying them.

But, engagement isn’t the only thing you can use your email signature for.

If you want to retain a customer, you need to offer them consistent value.

They’ll find your blogs, white papers and videos just as fantastic as invites to events and webinars, so be sure to mix up your campaigns. 

Now let’s say you haven’t heard from a prospect in a while and you’d like to grab their attention again, what then? 

You can create a B2B marketing campaign specifically for them, enticing them with something they can’t refuse like a freebie.