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Getting started with your email signature marketing strategy - ABM edition (classic UI)

Overview

Section titled “Overview”

Opensense can use your existing contact records to target and personalize banner campaigns. This guide helps you plan an email signature marketing strategy for account-based marketing (ABM). If you know other ABM channels, the method will look familiar.

Planning your ABM campaign

Section titled “Planning your ABM campaign”

Step 1: Get inspired

Section titled “Step 1: Get inspired”

Look through the banner best practices deck (Google Slides) for inspiration. For size, call-to-action, and template guidance, see Banner best practices.

Step 2: Decide on your campaign

Section titled “Step 2: Decide on your campaign”

Consider these questions:

  • Is there an inbound or outbound email motion already running that the campaign can drive more engagement for?
  • Which departments or employees will have the most reach for this campaign?
  • How many banners should you include, so that there is a good amount of rotation?

Step 3: Plan your segments

Section titled “Step 3: Plan your segments”

Segment your audience, for example:

  • By persona, such as job title or region
  • By lifecycle stage
  • By list, for exclusive, list-based event marketing

For the targeting methods in Opensense, see Targeting banner campaigns.

Step 4: Create your first banners

Section titled “Step 4: Create your first banners”

Create one or two banners with click-through links, to start collecting engagement data.

  • Make your banners the same width as your signature.
  • If you are not sure which dimensions to use, use 580 × 150 px and a file size below 150 KB.

Step 5: Set up your marketing integration

Section titled “Step 5: Set up your marketing integration”

When you finish the steps above, set up your marketing integration. For instructions, see the Integrations articles. Contact your Opensense rep for training. If you are not sure who your rep is, or need more information, contact help@opensense.com.

Targeting playbooks

Section titled “Targeting playbooks”

What’s next

Section titled “What’s next”
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