Each email sent is a touch point with a potential customer. Placing a banner in the email signature with the right Call-to-Action marketing can be a powerful acquisition lever.
Every day, an employee sends an average of 40 emails. Each email is a touch point, a point of contact with potential customers, when they are not colleagues. All these emails include a signature, automatically generated by the messaging software or an email signature management tool. Signatures that have become more and more sophisticated in recent years: photo, contact details. You can take the services of Best Email Marketing Agency in Germany
The CTA, the Call-to-Action, is the clickable element of the signature, which is generally represented in the form of a banner . It allows you to redirect the person who clicks to a new offer, a webinar, a blog post or even a video. In short, it is the ideal element to acquire new prospects and nurture old ones. You still have to build it intelligently. Here are some tips to achieve this.
1. Stay in the spirit of the brand
Whatever the subject and content of your CTA, it must be immediately associated with the company to which it is attached . To do this, you must stay in the same graphic and semantic universe . This involves using the same color palette, the same font, the same pictograms and the same tone as on the other communication media. Ideally, the person viewing this banner should be able to tell which company it belongs to . If he does not know this, the banner then acts as a gateway to the brand’s universe.
02. Define the goal
The Call-to-Action can fulfill different objectives, on which its content and the page to which the person is redirected will depend. It can be to present a (new) commercial offer, to seek candidates for a position or to present recently published content. In all cases, it is necessary to offer an overview: the photo of a product, the catchphrase of a text, a screenshot of your Instagram account or a Youtube video, the title of the position to be filled, etc. The email or email signature management software used will offer you different types of CTAs, adapted to the nature of the content.
03. Choose the right words
The signature is not the central element of the email, on the contrary. The reader will not devote more than a few seconds to it, hence the importance of choosing a succinct but catchy formula. Avoid writing an entire paragraph about your company’s history or your new offering — the reader won’t read it . Stick to the few words that will grab his attention.
Some examples?
- “Discover our offers”
- “Access my account”
- “Get 30% off by clicking here”
- “Request a demo”
- “Access the replay”
- “Listen to the latest episode of our podcast”
- “To read my latest article on web marketing, it’s here”
It all depends on your goals, where the reader is in the funnel, and your typical tone.
4. Give a good reason to click
To encourage readers to click on the signature banner, you can offer them an offer (“Get 30% off”) valid only for a certain time (“…only until the end of the week”). But be careful, this kind of message must remain sober and friendly – not try to “sell at all costs” under penalty of breaking the relationship of trust, or even of being considered a spammer . Another idea is to offer targeted content for the reader: an article on inbound marketing for a CMO, a white paper on recruitment for a HRD or a podcast talking about finance for a CFO.
In general, the banner of your email signature is fully clickable. However, placing a virtual button there will encourage the reader to click on it . This virtual button reminds us of the buttons we encounter in the real world – this is called skeuomorphism in web design. It is a way to indicate to the reader that he can click on the banner.
6. Don’t forget to add your contact details
The CTA is an essential element of your signature, but it should not obscure its primary role: to introduce yourself. So we start by stating his identity, his position within the company and his contact details, before letting the banner appear. Thus, it should not occupy more than 80% of the space devoted to your email signature . Don’t forget: email is a direct and personal means of communication with your contacts, readers must be able to contact you and easily “locate” you in the company .
If you regularly communicate with the same prospects, they are already familiar with your banner. Result: they no longer look at it and it loses its usefulness. To restore its vitality, consider changing the banner regularly , either according to company news, or by using chestnut trees – New Year’s greetings, major holidays, end-of-year celebrations , etc.
