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ROC Weekly Marketing Minute
Using Email Signatures to Improve Online Marketing Efforts for Your Rehab Facility
Many people see your email signature every day, from both the emails you send and the emails sent by your team. You can optimize your email signature as another aspect of your marketing efforts and make the most of the communications you and your team already send every day.
Using your email signatures as a marketing channel
Email signature marketing allows you to use the signature in your email for marketing purposes. If you don’t already use it, you have probably seen it; a banner at the bottom of an email that contains links and messaging, encouraging recipients to learn more about something, click to visit a webpage, or watch a video. They provide additional information to email recipients, encourage action, and aim to increase conversions for a specific marketing effort.
By including marketing efforts in your signature, you are using a marketing channel with large exposure, low cost, and low effort. This helps you make numerous impressions per day, all with the emails you are already sending.
You can create effective company-wide signatures or make them department-specific. You can also segment your recipients and create specific signatures for each by using a signature management platform. By segmenting your target audience correctly, email recipients will more likely pay attention to your marketing message and take action on your CTA.
Things you can include in an effective email signature
Here is a list of things you can consider including in your email signature to help increase engagement:
Links to your social media accounts
CTA to download your ebook, other industry information, or research
Links to your website, redirecting to an effective landing page
Case studies of successful client stories
Links to your blog
Video to showcase your most unique and impressive aspects
Details of an upcoming event you are hosting or attending
Information about open positions
Tips and best practices for creating an email signature
Here is a list of tips and best practices you can follow for email signature marketing to help make the most of your efforts:
Measure your data- By tracking the metrics of your signature, you can continue to modify and optimize it. Be sure to set up tracking for your landing pages, and if possible, utilize and metrics available in your email signature platform to help you learn what is working and what is not. For example, you can track impressions, clicks, and click-through rate.
Use email signatures for internal communications- If you are using a platform that allows you to segment your recipients and customize your signatures for each segment, don’t forget about customizing your signature for internal communications with your staff. You can include information about new position openings, company news, reminders, or new policies about which you wish to inform your team.
Include the basics- An impressive email signature will include enticing and unique aspects, but don’t forget the basics. Here is a list of information you should ensure is included in your signature:
Company name and logo
Ensure it is responsive- Double check that all your images, links, and videos work and redirect correctly. Your signature is only effective if it works the way you intend.
Email signature platforms to consider
While you may prefer to create your email signature in-house, there are a number of online tools that can help with aesthetics, functionality, and metric tracking. Here are a few for you to consider:
Best suited for small teams and budgets:
Most useful for larger businesses with multiple email platforms:
Best for extended IT control and company-wide updates:
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