21% engagement shows email banners are the right tool for the job

“Are you saying that we could control all our 525 employees’ email signatures so we get a consistent brand and promo across the company? Tell me more!”

That was the initial reaction from Laura Fox – Morrison Industrial Equipment Co’s Digital Marketing & Sales Support Manager – when she first contacted Rocketseed.

Here’s how Rocketseed helped achieve the company’s branding and marketing goals…

The Client: Morrison Industrial Equipment Co.

Serving Michigan and Northern Indiana’s material handling needs since 1953, Morrison Industrial Equipment is a full-line supplier of lift trucks, warehouse products, industrial floor cleaning equipment and the reliable service and quality parts to support all lines, including the industry-leading brands.

The Goal

To achieve brand consistency and run sales-driving and training-based promotional campaigns across all the company’s 525 employee email signatures, and to be compatible with their Microsoft Office 365 email platform.

Challenges & Solutions

Challenge 1: Email signature consistency and IT concerns

Morrison’s IT department had initial concerns about using Rocketseed based on access to the company’s Office365 and Active Directory and the need for continued IT management.

Rocketseed solution: Central signature management

We successfully addressed these concerns and showed them how once everything was set up the Rocketseed tool would be managed centrally by their marketing team (through our web-based admin portal) and would not require any continued oversight or involvement from IT.

With Rocketseed the company was finally able to manage email signatures (such as the example below) centrally and achieve consistency across the company.

Challenge 2: Receiver domains

Morrison Industrial Equipment’s management was concerned about certain domains receiving emails branded with their signatures and banners.

Rocketseed solution: Recipient domain targeting rules

Rocketseed simply created a rule that references these domains and allows emails sent to them to by-pass Rocketseed’s system and be delivered unbranded.

Challenge 3: Multiple companies, departments & offices

Morrison Industrial Equipment operates in a complex world of both direct sales and indirect sales through original equipment manufacturer (OEM) partnerships. The branding requirements need to take these relationships into consideration. Beyond this they also have multiple departments (sales, services, etc) requiring different promotional materials.

Rocketseed solution: Sender segmentation

Rocketseed’s sender segmentation capabilities make it simple to assign different email signatures and banner campaigns to specific companies in the group, departments and office locations. This allows Morrison to implement specific signature branding and execute detailed and precise email banner marketing campaigns – such as the OEM example below – depending on the group hierarchy.

Challenge 4: Seasonal sales promotions

Many of Morrison Industrial Equipment’s sales promotions are tailored to specific times of the year.

Rocketseed solution: Rocketseed’s banner campaign scheduling feature

With Rocketseed, the company can now set ‘start’ and ‘stop’ dates for promotional banners in line with their marketing calendar. Automatic deployment means deadlines are never missed, they can track exactly when specific campaigns are ‘live’, and engage target recipients at exactly the right time.

The Results: Email Banner Campaigns

Using Rocketseed, Morrison have achieved success across their group with a range of email banner campaigns, tracking results with Rocketseed’s advanced analytics & reporting:-

This Mor-son Leasing Co. ‘Yours when you need it’ banner campaign was applied to 478 emails. It received 256 unique brand impressions and was clicked on 46 times, receiving a 17% engagement rate.

Similarly, their Trainmor company achieved great engagement with their ‘Pick the Right Plug’ banner, linked to a 1-minute training video. The banner was applied to 445 emails, received 227 unique brand impressions and was clicked on 16 times, giving it a 7% engagement rate.

While the above banner was assigned to a specific sender group, the ‘Tire Sale’ banner below was in rotation for all users at the same time. Applied to a total of 18,297 emails it was very successful, achieving 5,747 unique brand impressions and being clicked 1,213 times, delivering a 21% engagement rate.

Rocketseed trained the Morrison marketing team to administer the account and create the many campaigns that the company has since benefited from, as well as providing a dedicated account manager and being on-hand with 24/7 emergency tech support.

“Rocketseed has been a phenomenal marketing tool for us in several ways. First, the customer engagement with our banner ads and professional signature links is proving to be so much more effective than email marketing. The ease of use is remarkable as well. We have our teams and branches in groups which allows me to set up target banner ad campaigns in minutes and manage adding, moving or removing users very quickly.

Also, the support from the Rocketseed team has been consistently awesome. I love working with these guys! They know their stuff, they are super-efficient at getting answers and fixing problems and incredibly patient and helpful with Rocketseed rookies like myself. I recommend Rocketseed to any company that wants to improve their professional email communication and branding and increase their marketing presence with their customer base at ‘rocket speed’!”

Laura Fox | Digital Marketing & Sales Support | Morrison Industrial Equipment

To find out how Rocketseed can meet your specific email signature marketing requirements, book your personalised demo today.