6 Tips for Creating the Perfect Email Signature

If you send a lot of emails a day, you need to create an email signature. Your email signature will help you look much more credible and reach your business’s marketing goals quicker. 

Of course, to get the best results, you shouldn’t just randomly throw things together and create something. To help you create an effective signature, we’ve shared some of our top tips below.

1. Choose a goal

What are your current business goals? Do you want more traffic, leads, and sales or do you just want to get some social media followers?

Just like with any other marketing tactic, you need to choose a goal or an outcome for your email signature.  For instance, if your goal is to drive more traffic you can link to a blog post or landing page as you can see in these email signature examples from Chris Makara and Mary Derosa. 

This email signature from Chris Makara focuses on promoting a single blog post. While this email from Mary Derosa promotes the blog homepage. 

If you send traffic to your blog make sure that it is well optimized to convert traffic to leads with email popups and other opt-in forms. Otherwise, it might be better to send them to a landing page where they can subscribe to your email list

2. Reflect your brand identity

It’s important that your email signature matches your brand identity. Instead of just copying a signature that someone else created, you should incorporate your brand colors and fonts. You should use the same colors you use in your own marketing material like your website and brochures. You should use the same fonts too. And don’t hesitate to get help if you need it.

If you’re comfortable with adding your photo you can include a headshot. If you don’t want to do this, you can add your company logo like in this email signature from Paperform. The sender used Paperform’s logo, instead of a headshot. 

To help reach your goals, you should use black and white for most of the elements in your signature and colors for the important bits. In the above example, all the elements are in black, white, and grey, except for the logo. This gets the logo to stand out and generates more brand impressions. The logo also has a link in it, so it will get more clicks. 

3. Provide a call to action (CTA)

Another way to ensure you reach your goals with your email signature is by adding a CTA.  For example, if you add a link to a blog post, you can have a call to action like “Check out my latest blog post”. But if you add a link to your Instagram account, you can add a CTA like “Follow me on Instagram”. 

To get a better idea of how to use CTAs, check out the above signature from Melonie Dodaro. It has two CTAs. The “Get our latest insights” text promotes Melonie’s latest blog post and the “View my profile on LinkedIn’ CTA with the button promotes her LinkedIn profile. 

Calls to action like the second one with the button will do very well as they tend to attract more attention.

4. Keep it simple

Have you heard about the paradox of choice?

It’s an observation that notes that when you provide people with too many options you burden them with decision fatigue. So, they’re unsure about what to do next and might not make a decision. This is why when you provide fewer choices, or even better only one choice, they are more likely to follow through. 

You will notice this tactic commonly in landing pages where marketers focus on reaching one goal. This could be to get you to opt-in to their list or buy a product. They don’t promote anything else and keep the page free of links. 

You should follow the same tactic with your signature. Instead of promoting your website and each and every one of your social media accounts, try to promote one social network and one page on your website or just your website like in this signature from Jay Douglas. 

There’s only one call to action and one link. The entire focus is to get people to visit the website. Think about what is most important to you. Is it to drive sales or get more webinar sign-ups or something else? Then focus on achieving that with your email signature. 

5. Don’t add your email address

A common trend you might notice in email signatures is people adding their email addresses. But this is a waste of real estate that you could use for other purposes. The explanation is simple: when you email someone they already have your email address. All they need to do is reply to reach you. Even if someone forwards your email, they can see your address in the email itself. Adding your email address can also distract people from the main goal of your email.

So,  try to avoid adding your email address to your signature. You could replace it with something more creative like your phone number or Skype ID. 

6. Track clicks

If your goal is to send someone to another webpage, you should track clicks to see how many people are clicking on the links in your signature. To track clicks to your website, you can simply add UTM parameters to your URLs and use Google Analytics to see how many people visited your website from the signature. 

If you are sending traffic to another webpage like a social media profile, you can use a link shortening tool like Bitly. If you add your phone number you can also use call tracking to see if people are discovering your number from your signature.

You can use this data to improve your signature and generate better results. 

Now create an email signature

The signature can seem like a redundant part of your email. But many people will check it out after reading your email. If you create a credible appearing signature, more people will reply to your email. Also, if you add links to your website and social media account you will be able to grow your traffic, leads, and social media following. 

Therefore, take advantage of this real estate space and use it to boost your reply rate and reach your marketing goals.