On average, it takes a Sales Development Representative (SDR) 7 touch points to turn a prospect into a qualified sales opportunity. Each touch point is a critical window of opportunity for a SDR to not only educate the prospect on the value proposition of their product or service, but also build the credibility of the company they represent. Email signatures, which are included in every single business email sent (think Google Mail or Outlook), are an ideal space to capitalize on this opportunity and turn prospects into revenue. There are three key ways to take advantage of this space, as well as manage it effectively.
- Control the Marketing Message:
Marketers spend numerous hours and dollars creating content to support their product, however actually getting this content into the hands of clients and prospects is always a challenge. By injecting marketing calls-to-action into each employee email signature, marketers are ensuring that their hard work is being displayed in every email touch point - automatically. Employees send an average of 10,000 emails per year and for a company of 100 employees, this equates to 1,000,000 annual opportunities for the prospect to engage with the content by reading case studies, registering for webinars, or watching videos. The power of Sigstr lies in the ability of the marketer to update these campaigns for all employees in real time in less than 5 seconds. This puts the control back in the marketers’ hands and removes the possibility of SDRs not updating their signature content.
- Measure What Works - and What Doesn’t
Analytics are an important facet in any sales process to better understand which marketing campaigns are driving the most traffic and ultimately converting prospects into opportunities. Having a prospect engage with content is great, but useless if there is no visibility into which prospects clicked on what content, and when. Sigstr provides this data in real time, allowing marketers to understand which content pieces resonate with which titles and how effective the content is in sparking conversation. This information is critical in knowing how to change messaging or where to allocate resources in the future.
- Maintain Brand Consistency
Each of the thousands of emails sent to a prospect is an impression of the company. Consistency throughout employee email signatures is a key way of protecting the company’s well-crafted brand. A professional email signature is not a place to reflect an individual’s personality. Inserting inspirational quotes or personal graphics can hurt the employee’s credibility as well as the image of the company, and will make it harder for the SDR to be seen as a professional. The way to prevent this inherent risk is to have insight into all employee signatures and standardizing them to represent a unified, consistent brand. Sigstr allows the system administrator to design the preferred employee signature and apply it to all employees in real time.
Employee email signatures are an ideal space to inject marketing content, know how the content is being received, and protect the company brand. By capitalizing on this opportunity, marketers have the power to marry everyday emails and their marketing content to produce qualified sales opportunities without any additional effort.