Growth Hacking with the Email Signature; A Quick Workshop

20 Minute Workshop: Growth Hacking and the Email Signature

What We’ll Talk About Today

•  Really? The email signature? •  No, seriously, why are we talking about the email signature?

•  Growth hacking tac>cs •  Examples for innova>ve companies •  What to look for in your own solu>on

The Email Signature | Long ForgoHen

The Email Signature S>ll Has a Place

Why? 1.  Branding 2.  Compliance

•  A lot of organiza>ons stop there •  Coincidentally, a lot of organiza>ons don’t consider growth hacking a core competency either…

The Explosion of Social DistribuDon Channels, and the Content MarkeDng Strategy Driving Those Channels, Has Created the Need for PromoDon at Every Turn

Crea%ng an Renaissance for the Email Signature

What Kind of #’s Are We Talking?

The average 150 person company sends 1.5 Million emails a year – that’s 1.5M brand impressions!

125,000 Highly Targeted Impressions/Month

Aren’t We Already Doing This?

Think Differently Peer-‐to-‐Peer Email ≠ Mass Email

Why Can’t We Do This Via Mass Email?

Open rates aren’t what they used to be

Passive & Con>nuous Campaigning

Let’s Talk Tac>cs •  Extend the life of your earned, paid and owned media –  If you paid for it, drive down that cost; make the email signature part of your refactoring process

•  Don’t simply link to social networks; ask them to join a specific network and tell them why –  You can rotate networks as needed

•  Consider your segments, both internally and externally – Who does your finance team email the most? Is that a source of referrals?

–  Support should link to the knowledgebase; a single help >cket avoided is real money saved

Let’s Talk Tac>cs (cont’d)

•  Where possible, personalize – Local office addresses, as opposed to corporate – Regional events; drive engagement

•  Don’t be afraid to ask for the money – Have a product that is an easy sell/buy? Go for it

•  Email marke>ng is your thing? – Focus on subscriber growth

Real World Examples

Major MoDon Picture Studio

•  Each department leverages a unique promo>onal banner for a new movie currently in theaters – links to >cket purchase page

•  Rotates with newly available DVDs a well – linking to purchase page

•  $20 at a >me; passive campaigning/con>nuous marke>ng

Real World Examples

Broadcaster •  Every day, company

promotes their TV lineup in their signatures

•  Company measures click thru to see which groups are driving the most traffic to show community pages

•  Rotate their banners every day to focus on the day’s shows

Real World Examples

AccounDng Firm •  3 regional offices, twice a

year, compete against each other in raising money for charity

•  Each office features their chosen charity in their signatures; driving dona>ons

•  Winning office gets lunch served by losing offices

If You Can’t Measure It…

Common Measurements/KPIs •  CTR and conversion •  Community network growth •  New subscriber growth

–  Create separate sign up form, or u>lize progressive form fills to iden>fy new subscribers

•  Revenue •  Departmental contribu>ons

–  Many customers run contests/quotas to see which groups’ passive campaigns are most successful

What to Look For

•  A vendor who can provide measurement of the ac>vi>es being done

•  Granular controls over signatures and the related campaigns

•  Flexible signature crea>on for rapid itera>on •  Integra>on with exis>ng systems •  Low IT overhead

Puing a Bow on It

•  Branding and compliance are now simply table stakes when it comes to email signatures

•  The numbers don’t lie – there’s a massive untapped reservoir of revenue hiding in your company’s email

•  Innova>ve companies are using email signatures to drive quality engagement and conversions

•  Email signatures can be A/B tested as effec>vely as landing pages or web copy

•  ROI is immediate

Thank You! [email protected] www.emailsignature.com

@emailsignature

Growth Hacking with the Email Signature; A Quick Workshop

Technology

Transcript of Growth Hacking with the Email Signature; A Quick Workshop