Campaign Best Practices for Email Experiences

Use a Call to Action

The volume of employee email presents a unique marketing opportunity, however, campaigns must inspire action to be effective. When creating your campaign, be sure to incorporate an action recommendation that increases your odds of conversion. A few examples include: “Sign-up”, “Learn more”, and “Download now”.

Help the Customer or Prospect First

The quickest way to a customer or prospect’s heart is to show that you are eager to provide value through education, instruction, and support. Value should be the centerpiece of any email signature marketing campaign. It can be as simple as promoting a new product guide or providing tips and tricks on how to use your product in innovative ways.

Captivate with Eye-Catching Images

Imagery can captivate your audience in a way that drives action. Be concise with wording and bold with graphics to achieve better outcomes. The email signature is an extension of your brand. Take advantage of the opportunity to ensure your organization is represented in a professional and consistent manner. If you really want to make an impact, use GIFs. 

Get the Word Out

Leverage the email signature opportunity to complement existing programs and initiatives. The email signature does not have to be an isolated investment. It should complement bigger marketing initiatives. Your marketing department just released a new eBook? Promote it! Your HR department is hiring developers? Spread the word!

Keep it Fresh

Changes in design draw attention. As you think about your email signature strategy, be mindful that rotating content will increase your odds of conversion. Keep an eye on time-based analytics to see if campaign engagement has tapered off. We recommend updating content at least once a month. If you'd prefer a "set it and forget it" approach, consider leveraging Multi-Banner Campaigns. 

Divide and Conquer

A key function and differentiator within Email Experiences is the ability to create and leverage Groups. Email Experiences Groups provide you with a way to utilize different campaigns within various subsets of employees. You can assign different campaigns to Marketing, Sales, HR, and more. The options are endless.

Leverage Targeted Campaigns

Targeted campaigns are a strategic approach to email signature marketing in which Email Experiences campaigns communicate with individual prospects or customer accounts as markets of one. Utilizing Targeted functionality, customers can choose to assign a signature campaign to email recipients who match one or more email domains or one or more email addresses.

Have a Back-Up Plan

While we encourage customers to utilize numerous campaigns simultaneously, it is also a good idea to have a default campaign that can be applied throughout the organization. A default campaign might advertise a company-sponsored event, encourage recipients to sign-up for a newsletter, or promote the company blog.