When it comes to email marketing, most small business owners understand the importance of attention-grabbing subject lines. But there’s an often-overlooked marketing opportunity that lies at the bottom of every email you write: the email signature. Is your email signature helping to build your brand and create new leads? If you’re unsure, read on to learn why you need an email signature, and how to create one that will help grow your business.
What is email signature marketing?
If you think of your email signature as a business card, then email signature marketing is like creating an interactive version of that same business card. Sure, it’s got all your basic business contact information, but that information is enhanced with one, or more, enticing calls-to-action. These clickable links ensure the end of your email isn’t a dead end. Instead, it’s the pathway to more content designed to guide the customer on their path to purchasing your product.
Why should I use email signature marketing?
Email signature marketing is another tool in your digital marketing tool kit that can help people learn more about you and what your company offers. It’s also a great way to get people to interact with your brand, and it’s a low-cost effort (or even no cost, if you have some graphics know-how). A slick email signature is also a great way to add a personal touch to automated email campaigns.
What are the elements of an effective email signature?
- Name, job title, company name, contact information.
- Link to your website.
- Links to your social media channels.
- An image. Choose your company logo, or your photo, if you’re looking to create a more personal connection with your email recipients.
- CTA button. This can be changed often to reflect your current business priorities, no matter the industry that you’re in. Examples include:
- Book an appointment
- Request a demo/quote/free estimate
- Leave a review
- Watch this video/listen to this podcast
- Enter our contest
- Read our latest blog post
- Sign up for our newsletter
- Get a promo code
- See our new arrivals
How to create a professional email signature
The design of a professional email signature doesn’t need to be flashy (unless that’s your brand personality, of course). Usually, a clean and simple design is best. Resist the urge to add too many links or offers, which can confuse or turn off potential customers. Instead, opt to refresh or update your email signature often, keeping track of the most successful versions. You might even be inspired by an email signature that you’ve received from a fellow marketer.
Stick to the same font for all the text in your email signature. Limit the use of colour so that your signature doesn’t look too bright or busy. Keep to your corporate colours, or a muted variation of them. If you’re stuck on what colours to use, experiment with a free online colour palette generator for designer-approved colour schemes.
Coding your email signature so that it will display properly on both desktops and mobile phones (and across all email platforms) is the trickiest part. Luckily, there are many free templates and email signature generators that can help. If you’re looking for something more sophisticated, there are also design tools for email signatures that are inexpensive and easy to use. These more robust tools may also incorporate automation and tracking tools, so you’ll quickly understand what kind of boost this new marketing tool is bringing to your business.
If you like what you see, share the template you’ve created with your team, so they can create their very own hard-working email signatures.
Looking for a turnkey solution to simplify your digital marketing efforts? Call 1-877-553-6883 for a free consultation with a Yellow Pages Media Account Consultant.