The email signature on employee messages in B2B marketing may not seem like a major revenue stream, but recent research shows marketers can achieve the best results from call to action banners placed below employee email signatures.
“Employee email is an emerging marketing channel,” asserts Sigstr, a SaaS platform for developing and deploying email signature marketing banners. The company announced its research, “The State of Email Signature Marketing,” — via email.
The study, which opens as a PDF, reviews results from more than 1,000 email campaigns with more than 205,000 clicks during 2017, from Sigstr’s top 120 customers. The companies sent the campaigns to their contacts, customer and stakeholders. “Results were gathered both by performance analytics and EyeQuant eye-tracking testing,” says Thursday’s announcement.
Email is a favorite marketing channel among brands, whose leaders recently clicked on Target Marketing’s article, “ ‘Hey’ Email Greetings See a 64% Response Rate.”
Here are the key findings:
ABM Email Signature Call to Action Banners Work Best
Call to action (CTA) banners below employee email signatures on account-based marketing sends resulted in the best results — which Sigstr believes will only improve in 2018, because “ABM functionality was only introduced to marketers in June of 2017,” the report reads.
Sigstr adds that “in only six months, Sigstr's ABM functionality became the highest-performing type of email signature deployment. This provides industry insight into the efficacy of the move from broad, non-personalized content to ABM messaging.”
Creating tailored messaging on the CTA banners for each persona and having those recipients click through to similarly tailored landing pages was the secret to the high CTR, states the report. “Relevant content sparks higher engagement,” as is the case in more marketing channels than email, reads the research.
Sigstr’s customers also used the CTA banners on internal emails, as well as “sender-based” emails — such as those sent by sales and marketing team members to customers.
Product Promotion Performed Best Among the CTA Banners
While there are endless possibilities for what marketers can place on email CTA banners, marketers adding product promotion CTA banners below employee email signatures saw the highest engagement rates, reads the report.
Event CTA banners came in “at a close second place.”
“Everyday email with customers or prospects represent the perfect channel to educate your audience on new services, packages, offerings or even discounts,” says the research.
Color, Buttons, Images and Dimensions of the CTA Banners Matter, Too
Purple performs best among the CTA banner background colors, finds Sigstr.
CTA banners with and without CTA buttons achieved similar engagement rates, but CTA banners sans buttons “actually averaged out to have a slightly higher clickthrough rate,” reads the research. (Among the CTA buttons, black fared best in CTR.)
Photography results in the highest engagement rates for all CTA banners — not just the ones incorporating visual elements. Marketers love to use illustrations the most, but photos are most effective, according to the research.
The most effective CTA banner dimension is wider and shorter, at 300 to 450 pixels by 60 to 120 pixels.
What do you think, marketers?
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Related story: ‘Hey’ Email Greetings See a 64% Response Rate