by Damian Hamp-Adams | CEO
How can your busiest business communications channel help meet this year’s most prominent marketing trends and make 2024 a big year for your business?
In a marketing environment of rapid technological innovation, changing customer expectations, and ever-more rigorous regulation, you can’t afford not to keep up with marketing trends. Ideally, you also need to meet them simply, securely, and in ways that get all your staff on-side. It’s why business email signatures can be a critical component of your 2024 marketing strategy, benefiting your business in several ways.
As the CEO of an email signature management and marketing software company, I have to be on top of new marketing trends both for my own business and all our customers, ensuring that their busiest communication channel – their everyday business email – is giving them the brand engagement and competitive edge they need to grow their businesses.
In this article, I’ll pick up on some of the biggest marketing trends of 2024, as highlighted by Jennifer Gaier from Forbes, and show you how you can meet them – creatively, compliantly, and cost-effectively – simply through implementing better business email signatures.
Let’s get started…
Personalization (Hyper-Personalization) in Email Signature Marketing & Outreach
With the rise of AI and machine learning, marketers can access an extensive pool of customer data to personalize content and tailor promotions based on a customer’s profile, preferences, previous behavior, and purchases. What’s more, customers now expect increasingly personalized messaging.
Are your current company email signatures serving the most relevant – or even personalized – messaging to recipients so that it really resonates with them?
This is why Rocketseed’s email signature solution can be seen as “one-to-one email marketing at scale.” By branding the one-to-one emails your employees send to customers, prospects, and partners with targeted – and even personalized – interactive marketing banners, individual recipients are engaged meaningfully on a personal level. And because these emails are from a trusted source and part of a one-to-one business conversation, they achieve an unrivaled 99% open rate and engagement rates up to 70% higher than mass email campaigns. It’s also easy to automatically reach recipients with the most relevant email banners based on their previous email banner interactions. Why “at scale”? With Rocketseed, you can implement this personalized email signature marketing strategy across your company, whether you have 50 or 50,000 employees – no small feat!
Data Protection, Privacy and Compliance for Business Emails
Businesses that genuinely want customer trust must make data protection an essential commitment in 2024. Data safeguarding is in the spotlight more than ever. To meet increasingly stringent privacy regulations, your business must have strong data privacy practices and transparent data policies wherever it operates and has customers. Customers are also far more aware of their data protection rights and businesses’ requirements to securely collect, store, and process data.
Email signature providers are no exception, so 2024 is the time to scrutinize your signature software solution to check its compliance. At Rocketseed, we are very aware of what email compliance and regulation for email signatures mean for customers and work tirelessly – and invest heavily – to meet critical state, national, and international data security and compliance standards and regulations such as ISO27001, GDPR, HIPAA, PIPEDA, and POPIA to give our customers and prospects across the globe the peace of mind that comes from total trust.
Short-Form Video Marketing in Email Banners
Are your customers getting the answers they need within their attention span?
Communicating with modern customers means cutting to the chase. Answering their questions with concise, visually impactful, and engaging short-form content. It’s time to change your video content to meet modern attention spans and take full advantage of the opportunities presented by short-form video platforms (TikTok, YouTube Shorts, etc.)
Use shorter, more interactive video content to tell your brand story, show how to use specific product features, and give customers confidence through compact client testimonials.
How do you promote your new video content? With eye-catching email banners, you can easily drive audiences that are actively engaging with you to your most recent and relevant short-form videos, giving them the content they crave – from tips and tutorials to ‘talking head’ testimonials – to drive conversions and continued customer loyalty.
It’s a trend we’re taking notice of, and this year, you’ll be seeing much more short-form video content from Rocketseed – from compact customer success stories to our specialists guiding you around our email signature platform and plenty of new Q&A content.
Sustainability and Social Responsibility
While these hot topics have been trending for years, it’s more important than ever to show how authentic your brand is in meeting the concerns and expectations of socially and environmentally conscious consumers. In other words, make sure your audience can see and engage directly with what’s behind the big statements.
Creating an email signature that reflects your business’s genuine green efforts and commitment to the environment is easy. Add a clear environmentally-conscious tagline (perhaps with an instantly recognizable ‘green’ symbol – such as a leaf or a world – and link this directly to your company’s sustainability page or certification to back up your business’s eco-credibility. You can also encourage recipients to join your green mission by including a signature line promoting especially relevant sustainable habits, such as encouraging paperless practices by not printing emails.
Also, by using email marketing banner campaigns, you can put green values at the top of your agenda with banners highlighting stats on your business’s carbon footprint reduction, new environmental accreditations, or eco-friendly partnerships, showing your ongoing dedication to saving the planet, one email at a time!
The same principles apply to showing your social responsibility and dedication to DEI (diversity, equity, and inclusivity) using your employee email signatures, making them an intrinsic part of your ethical marketing strategy. For example, email signatures can promote inclusivity by including employees’ preferred pronouns and name pronunciation and showing support for the LGBTQ+ community, as The Investment Association does to support Pride via their Rocketseed email signatures.
Marketing Challenges That Are Always On-Trend
Some marketing challenges are always on-trend, especially when at scale.
Brand consistency will always be vital in ensuring customers’ trust. This can only be achieved with email by centralizing control of all your employee’s email signatures. Even if you have staff working in offices remotely across the globe, with Rocketseed’s email signature software you can create, update, and control all company email signatures centrally so every employee email is always perfectly on brand, just as Aventum achieved successfully with their global rebrand across all staff email signatures.
Saving time and money are always in fashion. Against a trend of rising costs and shrinking marketing budgets, it’s more important than ever to choose the most cost-effective marketing channels that deliver the strongest ROI. To see how email signatures and banners deliver low-cost conversions and amplify your other digital marketing channels, explore the cost-effectiveness of email signature marketing.
And when time is money, it pays to have an email signature solution that gives all your staff a powerful marketing channel while saving your IT team’s valuable time. How much time? See how luxury real estate brokerage Briggs Freeman saved 100’s of email signature management hours with Rocketseed.
Personal Service can also be an issue in an age of chatbots and automation, easily lowering your expectations of supplier service. Amongst corporate email signature providers, service can make a stand-out difference. It’s why, from initial set-up and interface training to 24/7 tech support and a dedicated account manager, you’ll deal with real people at Rocketseed.
Make Marketing Engagement Through Business Email One of Your 2024 Trends
These trends and challenges make up the ‘big picture’ for marketing in 2024. Are your current company email signatures up to meeting them? Or could a better email signature, with banner campaigns, be a crucial part of your brand success and business growth in 2024?
At Rocketseed, we always see the big picture, helping big companies increase marketing engagement across their biggest and busiest communication channel – their everyday business email.
Talk to us today to find out how email signature marketing can make a big difference to your business in 2024.
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