- Posted by: Ruth Van Vierzen
- Category: Blog
The email signature space is an often overlooked and under-utilized “marketing real estate” area. Just imagine how many eyes are on your emails every day. Email signatures are an easy solution to the marketing challenge that a prospect needs to see your content a minimum of seven times, before making a decision to buy from you.
Below are my tips for an effective email signature that will increase engagement with your brand and services.
1. Make the content bold and bright with an easy-to-read large font
Make your signature pop so it captures the attention of your email reader for further engagement. Use different colours that are in line with your brand.
2. Promote your latest event, sale, etc.
Do you have an upcoming webinar, current sale or other event happening? Include one sentence in your email signature that let’s people know about it, with a link that directs them to “learn more”. This should be changed whenever you have something new to share. This is a great way to drive traffic to your web page or landing page.
3. Include your social media accounts with links
Invite people to connect with you by including icons for your social media accounts and a hyperlink to those accounts. Precede the icons with a call to action like “Connect with me at…”
4. Include your logo with a link to your website
Make your email signature pop with an image of your logo. Hyperlink the logo so it goes directly to a page on your website where you want to drive traffic.
5. Include your phone number
Make it easy for people to reach out to you. If you have a toll-free number also, be sure to include it as a calling option.
6. Add a P.S.
A P.S added to the bottom of marketing messages continues to be one of the most powerful ways to get the attention of your reader. For example, if you’ve received an email from me lately, you’ll see my P.S. message as:
7. A stale email signature is a boring email signature
An email signature is not a set-it and forget-it item. Consider it a key part of your marketing toolkit and update it regularly with current “what’s happening” messages, latest awards, etc.
8. Don’t make it hard to read
I see many email signature that use faded colours and a font size so tiny, you need a magnifying glass to read it. Make the font size large enough that it grabs attention and communicates your message easily.
9. Don’t have different signature formats across users
Your company should have a standard brand look for your email signatures. Make sure email signature requirements are communicated to all staff. Assign a staff person the task of regularly updating the signature with latest happening and P.S. messages, and for communicating the update requirements to staff.
10. Don’t ignore this valuable marketing space!
Get creative with your email signature. Add in a client testimonial, latest award or other achievement. Have fun with it and play around with different elements to see what works best for your business.