Measuring the impact of your email signatures: which metrics?
An email signature is a communication channel: like any channel, it can be measured. Here are the useful indicators and how to interpret them.
The adoption rate
This comes before everything else: the share of active employees whose signature is actually deployed. A campaign reaches no one if the signatures are not up to date.
Banner clicks
The number of clicks per campaign shows the interest generated. Relative to the number of employees concerned and the length of the campaign, it lets you compare your actions with one another.
Comparative click rate
With an A/B test, two banners are shown in rotation. Comparing clicks tells you which visual or message works best.
Breakdown by device
Knowing whether your recipients click from a computer, a mobile or a tablet helps you adapt the banner format.
Traffic in your analytics tools
Add UTM parameters to your links: traffic from signatures then appears distinctly in your web analytics tool, along with the associated conversions.
How to use it
- Set a goal per campaign (sign-ups, meetings, applications).
- Compare campaigns over comparable periods.
- Refresh the visuals as soon as clicks start to decline.
