When email marketers want to resonate with their target customers and prospects, new research suggests that more of them are turning to their signatures to make an impact.
Newoldstamp recently published “The State of Business Email Marketing” report, and statistics showed that the majority of email marketers (82%) use their signature to boost brand awareness. About 48% do so to drive traffic to their company website, while 34% use their signature to increase lead generation.
Approximately 19% of marketers said that they will “definitely” use email signatures as an additional marketing channel in 2020.
That being said, there are still several challenges associated with launching an email signature marketing campaign, according to the report. Most marketers (29%) cite traffic and lead generation as their biggest obstacle. Nearly 28% said that they have issues tracking performance, and 16% find it difficult to set key performance indicators.
Finding Value in Email Marketing Campaigns
Despite these challenges, email still remains a valuable channel for marketers, according to previous research.
Chief Marketer published its “2020 B2B Marketing Outlook Survey,” and data suggested that email (50%) is the channel that produces the most B2B marketing leads with the highest ROI.
Search engine optimization (43%), content marketing (34%) and live events (32%) followed email marketing. The most common barriers associated with email marketing were click-through rates (53%), open rates (42%) and list fatigue (36%). Approximately 26% of respondents also noted that deliverability was an issue when it came to email marketing.