How Tobermore turned 400 email signatures into a marketing and feedback channel
HQ:
Tobermore, Northern Ireland, United Kingdom
Industry:
Construction
Size:
400 employees
Features used:
Background
Tobermore is an award-winning manufacturer of paving and walling products, serving commercial and residential markets across the UK and Ireland. Founded in 1942 in the County Londonderry village it's named after, the company has grown to around 400 employees and £50 million in annual orders.
Tobermore's marketing team runs separate commercial and consumer campaigns, each needing to reach a different audience with a different message and to know whether it worked. A single generic banner, controlled manually through Outlook, could do neither.
Before & after
Before
One generic email signature and banner for every employee
No way to target campaign messaging by customer segment
No structured process for collecting customer feedback
Manual updates through Outlook every time a campaign changed
After
Segmented email signatures and banners for commercial and consumer audiences
UTM-tracked campaign links measuring real engagement
Structured, real-time feedback captured on every email
Centralized management from Exclaimer's cloud solution
Tobermore's challenge
Tobermore's marketing team was running two different operations through one identical inbox tool. Commercial and consumer campaigns needed separate banners and separate messages, but every employee's email signature looked the same, so a landscaper's inbox and a homeowner's inbox got an identical pitch.
Campaign links carried no tracking, so nobody could say which banner drove a click and which didn't. And customer service quality was something the team sensed rather than measured: there was no consistent channel for capturing how customers actually felt about the service they'd just received.
The results
400
email signatures centrally managed and segmented
2
customer segments reached with tailored messaging
Zero
manual updates needed for campaign changes
How Exclaimer helped
Exclaimer gave Tobermore's marketing team one platform to run segmented, trackable campaigns and to put feedback buttons on every outbound email, without adding work for IT.
With Exclaimer, Tobermore can:
Segment email signatures and campaign banners for commercial and consumer audiences from one dashboard, instead of one banner for everyone.
Track campaign performance with UTM-tagged links on every banner, giving the marketing team its first real read on what's actually working.
Deploy real-time feedback through the email signatures, replacing a gut-feel process with one built into every email.
Manage all 400 email signatures centrally, so a campaign update rolls out without an IT ticket.
