30% engagement makes email banners a new top-3 traffic source

Just as Search Discovery harnesses the transformative power of data for its customers, the company has used Rocketseed to transform its business email with outstanding results…

The Client – Search Discovery

Search Discovery is a data transformation company that helps organizations use their data with purpose to drive measurable business impact, improving revenue, operating costs, and customer experience. Offering services ranging from data engineering and analytics to strategy, AI solutions and training, Search Discovery is trusted by global industry leaders and up-and-coming disruptors alike to transform how they engage and serve their customers.

The Challenge

Search Discovery reached out to Rocketseed seeking a solution that would enable them to centrally manage email signatures for their organization in order to promote their brand and automate signature styling.

Their solution prior to Rocketseed was to have new employees, during onboarding, copy a signature template, and then paste it into their Gmail settings, adding their own contact information. Unsurprisingly, this led to problems with unauthorized signature modifications, inconsistent styling, and no way to control email signatures centrally.

Also at this time, Search Discovery was not using its business email signatures for any kind of marketing – and missing out on significant engagement opportunities.

The Solution – Rocketseed Campaign

When Search Discovery saw the marketing opportunities that Rocketseed could open, it was clear that Rocketseed ‘Campaign’ was the perfect product choice. Campaign combines centralised signature control, automated signature updates via Google Directory sync, professional signature design and the advanced functionality to run targeted, interactive email signature banner marketing campaigns and analyse every recipient engagement.

Rocketseed’s reporting and analytics data insights were also immediately attractive to this data transformation business!

Implementing the Solution

An initial onboarding call established what was needed for both sides to complete the implementation. Rocketseed Systems Admin and Search Discovery’s IT team completed the technical portion in 20 minutes via a screen share, and then – with Rocketseed’s easy-to-follow instructions – the very next day Search Discovery were able to sync their Google directory to our system to automate all employee signature contact detail updates.

Designing the Email Signature

In this instance, Search Discovery had a signature design all ready to go and sent over the specifications for Rocketseed to build. Whilst this full signature would be included on all initial emails, they also required a more concise, branded ‘reply signature’ for all subsequent messages in the same email thread. As in this case, Rocketseed will build as many signature templates necessary to meet your exact requirements.

With Rocketseed giving them centrally-controlled, tamper-proof email signatures, for the first time Search Discovery knew for certain that all their employee emails were displaying consistent branding.

Syncing with Google Directory

We immediately solved another of Search Discovery’s signature challenges by enabling them to sync their Google directory with Rocketseed. Now there was no more reliance on individual employees entering their correct contact details. Once synced, any updates to an employee’s details (name, job title, address, phone number etc.) – or simply the addition of a new employee – are automatically replicated in their Rocketseed account and email signature – a huge time-saver!

Support

Search Discovery were able to take the tools that we provided and run with them whilst knowing that Rocketseed support is always there. As well as being assigned a Customer Success Manager for assistance, if they have any questions or requests, Search Discovery know they can reach out to our support team and someone will be there to assist them in a timely manner.

Opening Marketing Opportunities

Search Discovery chose Rocketseed Campaign because of the opportunities to run targeted email signature banner campaigns and track every recipient engagement. They’ve been very effective in using banners on their one-to-one email to drive traffic to key content with campaigns ranging from raising awareness of browser privacy impact to promoting ‘best workplace winner’ achievement and launching their new Educational Community.

Here are a few of their banner campaigns and their engagement results…

Results, results, results!

Search Discovery’s Browser Privacy Impact banner received the engagement that Rocketseed expects customers to see. This banner was added to 137,443 emails, receiving 15,881 unique brand impressions and was clicked on 4,850 times, giving it a 30.5% engagement rate.

With the prestigious achievement of being voted 2020 Best Workplaces Winner, it’s no surprise that Search Discovery chose to feature this prominently on their emails. Their banner saw 3,627 unique brand impressions and was clicked on 924 times, enjoying a 25.5% engagement rate.

The purpose of Search Discovery’s most recent banners was to announce their new Educational Community – a way for people to share educational content and to promote webinars. This banner has not been activated for as long as some of their others but it’s important to note the success of newly- assigned banners too. It has been added to 5,581 emails to date, receiving 3,012 unique brand impressions. With 193 clicks the new banner has so far achieved a 6.4% engagement rate.

Search Discovery say…

“Rocketseed has become an integral part of our email infrastructure and marketing campaigns. It has consistently ranked as one of the top three sources of traffic to our website and enabled us to track analytics on which of our campaigns has been the most successful. Since its implementation over one year ago, we have not experienced any disruptions, and it has allowed us to consistently deliver a professional email signature to all email clients.”

Neil Murphy | IT Manager | Search Discovery

Looking for company-wide email signature consistency? Want to boost marketing engagement with every email? See how Rocketseed can help you.