Why Your Email Signature is a Marketing Tool

How to create a strong email signature for your business

The signature you leave when you send an email can impact the way people view your brand and company. It should include all necessary information that a reader might require as well as being eye catching and memorable.

The first and most obvious things your email signature should include is your name, your title and your company’s name. You can use your first name or your first and surname in this part, telling the reader who they should address their reply to or who they can refer to as a point of contact if they are to address the company again. Including the name of the company and your personal title lets the reader know your area of expertise and lets the reader know from which company you are contacting them.

The recipient of the email might want other ways to contact you or find out more about your business than through email. Therefore, it’s useful to include as many relevant contact details as possible within your email signature, making it easy for the reader to find out more. This should include at least one phone number, whether it’s your personal mobile number, a landline or a work phone, it’s another way for people to get in touch.

Include the number through which you are most contactable and make sure you are comfortable sharing it too, and you can include more than one phone number if you wish. Including the physical address that your business is registered to makes you appear more trustworthy as a company in the eyes of clients and other businesses.

It’s important to include your company’s website with a link to it within the email signature. By doing this you are appearing more professional and giving your recipient a way to simply click through and access the home of your business. Including this in your email signature will in turn generate more traffic to your website and let people find out more in a less direct way than contacting someone personally.

Social media gives people another way to connect with you which can be an integral part of building relationships between you and clients as well as you and other businesses. Depending on your business type, you could include your LinkedIn profile, as this is a social media platform that offers a way for professionals to connect with each other.

Links to your business’ other social media profiles can also be included, strengthening your chances to gain a higher following and having recipients check out your pages. However, make sure that you aren’t including links to social media accounts that you don’t use as there is no point in taking up signature space with irrelevant information, and remember to use your business’ accounts rather than your personal ones.

Including your business’ logo within the email signature is a prime way to catch the reader’s attention and make you more memorable. This is especially useful as a visual aid (particularly if it is in colour) as it will stand out amongst the text in an email and stick in the reader’s mind. When using colour, try to abide by the colours that you use to represent your company so that the email signature isn’t too busy or distracting, and using your company’s colours is another way to implant aspects of your business in the reader’s mind.

When it comes to using images, you could include a photograph of yourself if you wish. Make sure the photograph is a professional looking shot of you; avoid evident selfies or photographs that are obviously cropped from other photos. Consider getting a photograph taken for the purpose of a business profile such as your email signature. Use a neutral background and appropriate attire to show the recipient that you are a professional businessperson. If you are using a photograph in your email signature, make sure that it’s a small one so it doesn’t affect the loading time of the email overall or of the picture itself. Including a photograph of yourself in your email signature does make the exchange more personal and friendly and putting a face behind the business is a good way to connect with clients, but this is down to personal preference.

In your email signature you can also use call to action by including exclusive offers for recipients, the option to sign up to a newsletter, or to schedule a meeting. Use links in the email for this for accessibility and ease.

Make your sign-off strong and friendly. For example, using phrases such as ‘kind regards’, ‘best wishes’ or ‘many thanks’ appears friendly and can apply to emails of all subject areas. It is professional and traditional as well as being friendly and will not outdate.

If there are any legal requirements behind communications, then you should include these within your email signature. Most commonly used is a confidentiality statement between your company and the recipient. It also might be an idea to include the message that the content of the email does not reflect the views of the company as a whole but are the views of the sender, and you could also include information about viruses that omits your company from any liability of viruses within attachments or the email itself.

Your email signature is an opportunity for you to show off your skills and strengths in your subject area with every email that you send. You could include qualifications, testimonials or awards you or your business have received, increasing credibility and showing your expertise and experience. Give it an uncluttered look and use font that’s legible and large enough so that people won’t skip over it easily. The right email signature will help to create a lasting impression on the reader, increase professionalism and credibility, and help your business by providing more points of contact and opportunities to find out more about your business.

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