Jolene Hutchinson
Brand & Design Specialist
At a glance
Shearwater Geoservices, a top global marine geoscience company, struggled to ensure all employees used a consistent email signature.
By selecting Exclaimer's signature management solution, they automated email branding, improved compliance, and boosted marketing ROI
Introduction
With specialized expertise in offshore data collection, Shearwater provides essential insights that drive innovations in oil and gas exploration, wind farm installations, and carbon capture initiatives. Energy companies like Equinor, ENI, Total, and Shell use this information to plan ahead, helping to accelerate responsible usage of the Earth’s resources.
This year, Shearwater embarked on a transformative rebranding journey to reinforce its stature as a global leader. However, ensuring consistent email signatures for 1,200 employees scattered across diverse locations and vessels emerged as a significant challenge.
Navigating the signature storm
This presented several hurdles in keeping brand consistency across all email signatures. A primary challenge was the inconsistency in email signatures, which did not align with the company's refreshed identity and underscored the importance of a unified brand presence. Ensuring compliance with corporate brand guidelines across global operations, including offshore vessels, added complexity to the process.
For offshore teams, who frequently shared email accounts due to rotational shifts, flexibility in adjusting signatures to suit their specific environment was crucial. Additionally, having distinct signature styles for internal and external communications was necessary to streamline email threads and improve readability.
These challenges highlighted Shearwater's dedication to establishing a cohesive brand identity worldwide. By addressing these issues, Shearwater reinforced its commitment to a consistent and professional brand presence in all communications.
Streamlined email signature management
Realizing that brand consistency required central control, Shearwater tasked Jolene Hutchinson, their Brand and Design Specialist, with finding a solution. Exclaimer was selected due to its excellent peer reviews and strong endorsements from team members familiar with its capabilities.
According to Jolene, implementing Exclaimer took just two weeks, allowing Shearwater to harness the platform's benefits swiftly.
This allowed the marketing team to quickly standardize email signatures across the organization, ensuring consistent branding in every email. With this in place, Shearwater maintained a warm, professional image in every email interactions.
The platform also provided offshore crews with editing flexibility, allowing for seamless updates to signatures according to shifts and roles. This adaptability ensured that contact information remained accurate and up-to-date, regardless of any team changes.
Shearwater not only enhanced external communications but also improved internal communication by introducing alternative email signatures. These new signatures streamlined email threads, enriching the user experience within the company.
After achieving brand consistency, Shearwater started leveraging Exclaimer's advanced marketing features, integrating a campaign banner with a call-to-action to visit a dedicated landing. This strategy effectively increased engagement and amplified marketing outreach efforts.
Enhancing efficiency, elevating engagement
Since adopting Exclaimer, Shearwater has seen an ROI increase of 1,900% since using email signatures within its marketing campaigns, increased engagement and amplifying outreach effort.
The marketing team anticipates savings of 3,900% in 2025, thanks to the reduced time needed for manual email signature updates.
Jolene highlighted a significant boost in user engagement, with an average of 1,077 users per month visiting the campaign landing page linked through their email signature banner. This demonstrates the effectiveness of strategically embedding a call-to-action in business emails.
During the entire project, Exclaimer's support and training received high praise from Shearwater's team, with Jolene noting:
Harmonizing branding through business emails
By partnering with Exclaimer, Shearwater Geoservices has successfully tackled the challenge of maintaining brand consistency across its global operations. The strategic implementation of its email signature management solution aligned with Shearwater's rebranding objectives and has delivered significant returns on investment and marketing advantages.
Looking ahead, Shearwater is considering new strategies to maximize its collaboration with Exclaimer. This includes potential expansions in digital marketing initiatives and deeper integration of email signature campaigns.
Are you ready to automate your brand's digital presence through business email and harness the power of email signature management? Schedule a demo of Exclaimer today.
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