Marketing

Is your email signature actually working for you?

on December 19, 2017

We use Sigstr at CrowdRise and love them. Our intention with this blog is that your nonprofit will see the same value in this service that we do. So, in full disclosure, they are a current partner of ours.

There’s no denying the significance of email when it comes to how nonprofits communicate.

As a general communication tool, most people send hundreds of emails a day to talk to supporters, partners, board members, prospects, and more to provide updates, relevant information, and details on projects and initiatives.

But, what if we told you that there was a tactic within the action of emailing that’s often overlooked yet has the power to drive more awareness and donations for your cause?

Enter the email signature…

That seemingly slight space at the tail-end of your email, if treated correctly, has the opportunity to be a real powerhouse for your nonprofit.

When most of us think of an email signature, we think of it as closure to the email with the intention of providing necessary contact information. While that’s true at some level, it has the power to be so much more. It’s on every email you send and on every email everyone in your nonprofit sends. That’s a lot of emails.

Seems like a good time to do a little math problem.

Say you’ve got 20 people working at your organization. And, let’s say that, for easy math sake, each of them sends 10 emails each day to someone outside your organization. That’s 200 potential marketing opportunities per day, 1,000 during a five-day workweek, 4,000 per month, adding up to...drumroll please...52,000 opportunities per year.

And that’s just if 20 people send 10 emails per day. Change that to 20 emails per day, and our easy math says that’s 104,000 times in a given year that an email signature from your organization gets seen.

And, the beauty is...this is most likely a pretty engaged group of people you’re emailing. They’re on your list, they got there somehow, so they’re pretty much primed for more information. You just have to deliver it.

Do we have your attention yet?

Ever heard of Sigstr?

The company Sigstr took the email signature and transformed it into a real opportunity. By adding graphics, clickable moments, and a content forward approach, the once drab signature is now a tasteful billboard for any campaign or initiative that you want to push at that moment.

Sigstr has built an easy-to-use platform that makes it easy to control your team’s signature so everyone is on brand and delivering the right message at the right time.

Not only is it customizable, it’s also flexible allowing various teams within your organization to share different messaging based on their role within your organization and who they email with on a daily basis.

Let’s say you’ve got both a volunteer coordinator and a development director at your nonprofit. Your volunteer coordinator and his or her team might have a signature that promotes a new event coming up and gives a call-to-action to volunteer. While your development director might be focused on an awareness initiative and his or her email signature shares a graphic that embodies that mission along with a corresponding call-to-action.

And, it’s beyond easy to use Sigstr. By allowing either one-person, or a team of people, the ability to control the messaging, it turns the act of creating a compelling signature into a click of a button.

Targeting the right audience

Another great benefit of using Sigstr to manage and modernize your email signatures is the ability for targeting. By using Sigstr, you’ll be able to integrate into your database, or create lists, to vary your message based on WHO is receiving the email. Genius, right?

The ability to change the message based on who is on the receiving end can bring such effective messaging. Think about the following types of supporters…

  • A recent attendee at one of your events
  • A volunteer
  • New donors
  • Consistent donors

Each of these groups would benefit from a different call-to-action or marketing initiative. And with Sigstr, you’re able to easily make that happen.

The superpowers of Sigstr

One of the coolest things about Sigstr is that the ads are dynamically generated. What that really means is that if you make an update to one of your signatures on the back-end, they update automatically in the email that they’re in.

And we’re not talking just the emails you’re going to send. We’re talking those changes will automatically be updated in the emails that are sitting in your recipient's inbox. Kind of like magic.

And, to add even more magic, if the recipient of your email happened to save or not delete the email that you sent them, and they stumble upon it a couple weeks later, the content will have changed (if you changed it) to reflect the newest initiative. So, it’s never out-dated.

The data is all yours

All of the standard metrics you want are all yours broken down by campaign, group, and even individual. Not to mention, you can even use UTM codes to track conversion as well.

This provides such an incredible insight into what’s driving donations, ticket purchases, volunteer sign-ups, and initiative interest.

So, if you can’t tell, we’ve got a soft spot for Sigstr. They’ve been an amazing partner and have helped us be more intentional with our messaging. We wanted to share this find with our nonprofit community because we truly believe that your organization can benefit from modernizing that once insignificant spot in our daily communication. The email signature.

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Gary Wohlfeill

Gary Wohlfeill is the Director of Marketing at CrowdRise. He works with partners to develop highly engaging fundraising campaigns, and leads the marketing team in developing the CrowdRise brand. Gary has been named as having the “3rd best haircut of people under 6 feet tall at CrowdRise" and hopes one day to slip to 4th.