Transcript
Hi, Mike Matchett Small World Big Data. And we're here today talking about something everybody uses all day long and probably doesn't think that much about. And that's email. Not just security of email. And that's not just necessarily a problem, but making sure your emails are going out and being effective, that they have the right brand to them, that they have the right messaging on them, that they are consistent, that they are doing the work for you, that they should be. I have a disclaimer here today to tell us a little bit more about the surprisingly fascinating world of email signatures. Hang on. Yup. Yup. All right. So. Hi, Vicki. Welcome to our show today. I appreciate you being here to talk about this. Uh, how are you doing? You guys are in London, right? We are. Hi, Mike. It's it's a pleasure to to be on the show. We are a UK company, but we're actually global. I'm based in London, but we have offices all over the world. All right. So just to start off a little bit before we dive into email and email signatures and what people what the opportunity really is for people to make better use of what what they're doing with that. How did you get involved in this sort of corner of marketing or corner of it or corner of things? Email. How did you get involved in email and solutions that do this? Sure. So so I joined exclaim! About 18 months ago now, and I came in as CTO to to lead the tech team, and I was approached for, for the role. And when when I first heard about it, I was like, email signatures. I haven't really I haven't really thought about that very much before. So it wasn't something that I'd, you know, given a lot of thought to I don't think I'm alone in this as well. It's something that you just use every day and maybe there's a signature on it. But actually when I when I started to look at the company and I started to learn about the scale and the impact this can have, this is a really, you know, this is a really amazing product. We've got great product market fit. It really solves a problem for an organization. Making sure their emails are are consistent, are protected on brand and and the scale of the company as well. I thought, wow, this is this is, you know, the tech technologist in me. This is operating at scale. You know, there is so much you can do with this product and it's really solving a problem. It really resonates with the customer. And we will talk about I mean, we could really go yeah, it touches something that we all use all the time, all day long. And so you think that that's kind of commoditized. But there's really some big opportunities or challenges. Can you just just rattle off some. Why would someone want to touch their email signatures if they're if they're a company. What goes wrong. And what's sort of the the key opportunities there? Sure. Well, I think it's safe to say, you know, every organization uses email. And every time one of your employees sends an email, especially externally, they're representing your brand, they are representing your company. And when you represent your company, you want to be on brand. You want to be on message. You want to be protected in those communications. So that's what we're really doing with email signatures. We're saying whether it's disclaimers to make sure that your legal liability is protected, whether it's your brand people's job titles, making sure that you as a company are putting on that professional, consistent and secure um, face to the world. And that's what you can do in an email signature. So it's I love how you know how applicable this is to every single business. Um, and that that's the base case for disclaimer that protect the communications that are going out for your business. We're also looking at promoting, like using the email signature to promote and get that end user engagement, um, as well, because you can really use it to, to promote various materials that we can talk about as well. Oh yeah, I definitely want to talk about this promotion opportunity, but just in terms of the consistency and standardization and getting the emails out just to cover that base, uh, who in a company might care about this that they would say, hey, we need an email signature management solution. Who's who's got I mean, you mentioned legal marketing. Is there a wider group of folks? It's like, well, we see this come from a number of different places, but marketing is a real key one for us, because if there's one or like one department within your company that really cares about the way that you're portraying yourself as a company, it's the marketing department, right? They, you know, every communication that goes out matters and is an opportunity. It's not just about a protective layer. It's about really realizing that opportunity of every communication that's going out of your business. So marketing are a big player for us in this. They really, you know, marketers really get this product as soon as we say standardize, take advantage of that content, make sure everybody is on brand, everybody is on message marketing. Cisco. Yeah, that's what we need. The legal team, as you say, you know, legal team have a real vested interest in making sure that you've got the right disclaimers going out, especially again externally from an organization. We've even seen HR departments say we want to make sure people are using the right job titles. We want to make sure it's standardized and consistent. We've seen internal use cases. We have sales teams that want to make sure we're getting the right calls to actions, to the right customers, at the right time, regardless of the type of communication that's going out, not just automated sort of blanket communication. So it can really come from anywhere in a company. But marketers really, for us are a key, key department. Just make the product really resonates. And you want to get your hands around those rogue employees who are wanting to put their own personalized, weird messages out there. We don't want to stop that. Stop that cold. Right? Exactly. Uh, we don't really have time in this, uh, in this interview to go into the technical details of how you're doing. Signature management. But this just just quickly this this is something you add on to your email services today, right? Exactly. So we have client side and server side solutions. So somebody will write an email. And either within the client itself it will pull from, from, you know from our service and get the right signature. Depending on who you are as a sender and who you're sending it to. Um, and potentially even some of the content of the email, we can look at subject lines and things like that and put the email signature on. Or we have the server side solution where an email will come through, bounce to ourselves, and then get imprinted with the email signature, and then go back on to be sent by your mail server of choice. So and in many different kinds of email, email chains, support and integrations with tools I understand. All right. So let's get on to the more interesting opportunity part of this. Right. So we know we can manage that. We can we can get hold of that. We can do some great things for company. What's the opportunity for making use of that email real estate in the signature block for for a company? Yeah. So we've talked about the protection piece. Great. Consistent, really valuable. But what we're really interested in as we as we as we innovate on the product, is pushing this idea of promotion, as you say, what can you use that space for? So we see companies using it for campaigns, banners. We've got integrations with things like LinkedIn, Facebook, so you can put your last three company social posts on there to drive, click through to, to get people into, into those areas of, of your communications as well. So you can really use it for a whole host of different types of content. But what you're really trying to do is put something engaging on the bottom of there to really motivate your audience to whatever call to action is most valuable for you and for them, ultimately. So we're all trying to we're all trying to provide the best value to our customers. Right at the end of the day. And so what? What? Tell me how far we can take this personalization or customization of email targeting. Is this something that I say, hey, the sales department now uses this campaign email for the month, or can I get really fine grained with it? You can get as fine grained as you want with it. So we see some companies using it on a departmental level. So from this department here are the signatures that go we we see people right through. We've got CRM integrations as well. So we see people going right through to specifically if a sales team are emailing somebody from this list in Salesforce, use this content and you can go right down to individual recipient level as well. So you can get as fine grained as you want. And you know, we do see companies driving a huge amount of value by investing that time to really think about the types of content and what goes where. Something that we're really interested in. And, you know, it would be remiss of me to sit on any sort of interview today and not talk about AI. You know, we're really interested in can we in the spirit of what Exclaimer does, we are easy to use. We're quick to set up, we're automated. Can we use AI to take away the lift of that, to really say, you know, we've got your content, we know your your, your audience? Can we personalize the email signatures? That's something we're really excited for. And with the technology that we have access to today, that is very doable. So that's something that we're we're embarking on now from a product evolution perspective. I mean, really taking something where people in the past were doing spam emails to big newsletter lists of the same message and saying no, in your personal 1 to 1 emails, you can leverage those now to do the same or same job and get a much better result. So what are some of the what are some of the results people are getting with this? Well, you've hit the nail on the head there Mike, because by using this this is a communication channel that already exists in your business. Your, your you know, your business is sending thousands and thousands of emails and they are targeted. They are engaging. Somebody has put the effort in to send a 1 to 1 communication. So if you put the content as an email signature onto the bottom of there, you're going to get much higher engagement. So we've seen personally our click through rate for content that we put on the bottom of our emails is at 8%. And to give you an idea, the sort of industry average for this type of content would be 2.6%. So by leveraging this channel specifically, you've already got a leg up in the types of engagement you can get from your end users. And there's so much more you can do with this as you as you were sort of hinting at. We can put marketing content in there. We can put campaigns in there, we can put personalized information about the customer themselves back in there, which is very fascinating. Just I mean, so two last questions. Who what size company would benefit from this. Like what's sort of your your target customer. And and then you know, how how would I get some more information about this if I were interested. Sure. So I mean, we are you know, it might sound ridiculous, but if you send emails, you can really benefit from from it. If you care about the way that your brand is portrayed to the outside world, Exclaimer is for is for you, regardless of the size of company that you're at. We see different sized companies using it slightly differently. But we've got, we've we've run a huge spectrum of, you know, we've got tiny companies, we've got huge, massive brand names as well, using its glamor, which is super exciting from a product perspective. And if you are interested in finding out more about Exclaimer, head on over to our website at glamour.com and you can find all the information there on there And you'll send them an email with an example, I'm sure of how this. Looks like you get the email back. Awesome. I know there's a lot more, actually, surprisingly to me to dive into in this area because it becomes, as you said, it becomes its own marketing channel. It is something you're already doing. There's a lot of opportunities there people haven't really thought through. If we start to think about what we can do with generative AI and really personalizing those messages even further, you're taking something where you're already having a 1 to 1 conversation and enriching it even more. I think there's a lot of opportunity there for most folks, so I appreciate you coming here today and explaining this to us. I hope you come back. I'd love to. Thank you for having us, Mike. All right. Check out exclaimer if you've got email. And I know you do. Check it out. Take care. Bye.
