Naimh is a seasoned marketer of 12 years, including in SaaS and tech. She’s an expert at simplifying complex technology concepts, bridging the gap between IT and marketing. Naimh specializes in turning tech speak into actionable insights, helping marketers get the most out of their tools and technology.
How we increased engagement by 5% with seasonal email signatures
Key takeaway
Exclaimer's marketing team ran a "12 months for the price of 10" banner in employee email signatures from December 4 to 31, 2024.
The campaign recorded 3,460 clicks from 74,925 emails, a 4.62% click rate. That's the 5% in our headline.
Publishing the update took minutes, and nobody had to file a ticket.
A seasonal banner carried our year-end offer to target accounts
Our goal in December 2024 was to promote a "12 months for the price of 10" offer. It closed on December 31, 2024. Paid activity and nurtures were already live, and the landing pages were ready. What was missing was the one-to-one email our teams already send to those accounts.
So we added a festive banner to the master email signature template in Exclaimer and published it. The offer then appeared in those emails with no extra work for anyone.
This is email signature marketing in practice. The banner travels with emails already being sent, so it needs no separate send. If you want seasonal designs, start with our holiday email signature templates.
Marketing launched it from one platform in minutes
We used Salesforce to pick accounts with no open opportunity. The offer went to that segment.
Marketing added a small set of campaign banners to the master email signature template, with click tracking. We built English and German versions with the same structure.
Once published, the update applied to outgoing email from Outlook, Gmail and mobile clients. Nobody had to file a ticket or touch their own email signature.
Exclaimer’s analytics suite showed which banners performed best.
Server-side deployment doesn't reach four kinds of email. Those are automatic replies, email a CRM like Salesforce sends directly, encrypted or digitally signed messages, and email over your plan's size limit.
The campaign recorded 3,460 clicks, a 4.62% click rate
These results cover December 4 to 31, 2024, and come from Exclaimer's own campaign data.
Measure | December 4 to 31, 2024 |
|---|---|
Accounts targeted | 12,822 |
Emails sent | 74,925 |
Updated email signatures | 72,159 |
Clicks | 3,460 |
Click rate (clicks divided by emails sent) | 4.62% |
Our headline rounds that to 5%. For comparison, our blog post Maximizing marketing ROI with personalized email signature reports a 4% average click rate on email signature content for Exclaimer customers. It puts the benchmark for mass email at 2.5%.
Meeting booking links drew a 2.14% click rate over the same period
These figures come from the same December 4 to 31, 2024 campaign data.
Email signature element | Emails sent | Clicks | Click rate |
|---|---|---|---|
Whole campaign | 74,925 | 3,460 | 4.62% |
Meeting booking links | 49,826 | 1,066 | 2.14% |
How to run your own seasonal campaign
Build the banner into the master email signature template and choose the audience from CRM data you already trust. Exclaimer's email signature scheduling applies a time-limited campaign on set dates and reverts it automatically when it ends.
Our guide to running email signature campaigns in Exclaimer covers the setup steps.
Other companies run seasonal promotions with Exclaimer too, and G2 lists their customer references.
Book a demo to see how marketing teams launch campaigns like this one from a single platform.
