Utilising email signature marketing in your strategy

Where first impressions are often formed within seconds, the humble email signature remains an underestimated asset. Beyond its functional role, your email signature has the potential to be a successful addition to your marketing strategy. So, with every email you send, you can make a lasting impression and subtly market your brand. 

Transform your email signature into a dynamic marketing asset, boosting your credibility, driving engagement, and propelling your business forward. Stick with us as we guide you through this how-to on developing your iconic tagline…

What is email signature marketing? 

Email signature marketing is perhaps a fancy name for a simple but effective tool, and one that is often overlooked. It’s all about using this space to bolster your marketing strategy rather than just a place for a name and telephone number. But what other information can you provide in your outbound communications?

From promoting a special offer, shouting about a service you provide, pointing to signing up for your newsletter, or even advertising a new job, its value is infinite. With 62% of businesses already using this nifty little marketing trick, ensure you are, too. 

Why is your signature important?

Don’t underestimate it; first impressions dominate. It’s time to add this to your strategy. 

Using your email signature as part of your marketing can be fruitful for your business. It’s a low-cost, high-volume tactic that costs nearly nothing to set up.

It’s a continually active campaign that promotes whatever priority activity you are already rolling out – it’s simply complementary messaging. In fact, a survey of businesses found that optimising email signatures can increase click-through rates to marketing campaigns by up to 15%.

Not only that, but the same study states that around 70% of buyers decide whether to do business with a company based on the quality of their emails, including the signature.

A well-crafted signature can convey professionalism, credibility, and your brand’s personality. By optimising your signature, you can set the stage for meaningful connections and create a lasting impact on recipients.

How can you make the most of your email signatures?

Standing out from the masses is a challenging feat. No, literally; by 2025, global business email volume is predicted to rise to 376.4 billion per day. So, how can you make the most of your email signatures? We’ve got a few tips to get you started.

Include marketing messaging and CTAs

Unlock the marketing power of your email signature by weaving in subtle messages and persuasive calls-to-action (CTAs). Thoughtfully placed CTAs can lead recipients to take desired actions, like visiting your website, check out a new product, or highlight an event. Create concise and captivating CTAs that match your marketing objectives. 

Whether highlighting a time-limited deal, presenting your latest content, or spurring social media participation, your email signature transforms into a discreet yet potent avenue for boosting conversions and broadening your brand’s influence.

Tailor signatures across departments

Customising email signatures for different segments of your audience is a great idea. It’s also highly impractical. Instead, you can use your company departments as a proxy. Your People team is going to be messaging a very different group from your Sales team, so their signatures should be targeted accordingly.

• Sales: Their signatures should be brimming with social proof. Think review site scores and awards. It’s like saying, “Don’t just take our word for it; other people think we’re pretty good too!”
• Marketing: Here’s where the latest campaign gets some love. Links to your most recent webinar, a relevant ebook, or your social media profiles can spark interest and drive engagement.
• HR/People: No need for a sales message here, it’s all about showcasing your company culture. Include awards highlighting your workplace environment, links to job vacancies, and a shining Glassdoor review score.
• Customer Service: This team could include a link to a client satisfaction survey or details about a referral program. It’s a subtle nudge encouraging clients to share their positive experiences.

By adopting this department-specific signature strategy, you maintain a consistent brand message while ensuring relevance to each recipient.

Keep it up-to-date

An effective email signature evolves with your storyline. Regular updates maintain accuracy and relevance. Your signature should mirror your recent achievements or latest campaigns. Develop a checklist for periodic audits, covering updates to job titles, awards, certifications, and links. 

Balance consistency and adaptability to keep a polished and up-to-date signature. Regularly refreshing your signature showcases dynamism and stays in step with your brand’s growth.

You can also utilise a myriad of tools to make this step easier. Because, let’s face it, we’re all pretty busy. You can input an RSS feed into your signature, ensuring the most up-to-date content is displayed. This can be anything from social posts, blog titles, and promotional videos. 

Add a personal touch

In a digital landscape, personalisation goes a long way in building connections. Adding a professional headshot or company logo to your signature brings a human touch, making it more relatable. 

You connect the virtual and real realms by infusing your signature with a human touch, nurturing trust and rapport with your recipients.

Humanising all outbound communications can also go far in creating a better customer experience, increasing brand loyalty and retaining clients for longer – that’s what we like to see!

Measurable metrics in email signature marketing

Just like all other sales and marketing activities, you need to be able to track and measure the effectiveness of your email signature campaigns.

This will largely look the same as your other campaign KPIs. Identifying your goals with your email signature marketing aims is essential to ensure you’re measuring the correct stats. Ultimately, this can shape your future campaigns. 

Some factors you might consider measuring include clicks, lead gen, sales, calls scheduled, pages visited, number of registrations and so on.

You can also go that extra mile and add a UTM to the end of all URLs you are linking through to within those signatures. This will pull into Google Analytics, providing detailed insights into which banners perform best. 

Sopro: emails that deliver

If you want sales emails that get responses and generate leads, perhaps it’s time to collaborate with us here at Sopro. We can strategically position your offering and engage with ideal customers on your behalf, ensuring you send the perfect message to the right audience exactly when they need it.

Drop the clapperboard on slow sales months: your fully-managed sales prospecting campaign could be live in as little as two weeks. See how it works.