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While seemingly small and insignificant, your email signature is often one of the first pieces of marketing content potential customers will see. However, many small-business owners and creators overlook this miniscule-yet-mighty aspect of their online presence as they focus on larger tasks, like planning their website and managing their social media pages.
It’s in your best interest to take a few minutes to create an email signature that will drive leads and lend a sense of cohesiveness to your online brand. Follow the guidelines below to make the most of this essential email component.
It can be tempting to pile any and all relevant info into your email signature, but you don’t want to overload the space, as viewers may get overwhelmed or distracted. Most experts agree the sweet spot is between three and four lines of text, or no more than five.
Essential pieces of information to include in your email signature are:
- Your name and title
- The name of your company or brand
- Your phone number
- A link to your website
Additionally, you may choose to include links to your social media pages and, if applicable, your address. There’s no need to include your email address, however — it’s redundant and just takes up space.
You can increase the chances of people noticing and engaging with your email signature by adding visual interest. For example, you might include your company logo to grab people’s attention. Alternatively, you can spruce up your signature with interesting fonts or colors.
Whatever you do, just make sure the branding elements — images, fonts, colors, etc. — match what’s on your website and social media pages. After all, consistent branding has been shown to increase revenue by up to 23 percent, according to Zimmerman Radio and Marketing Group.
As with any piece of marketing content, you should include trackable links in your email signature. Why? This will allow you to measure the effectiveness of your design. You’ll be able to see which links people click on the most, and this can help you tweak your email signature in the future.
According to IBM, 49 percent of emails are opened on mobile devices. Given that approximately half of your emails will be viewed on phones, you’ll want to make sure your signature looks just as good on mobile as it does via desktop.
In particular, you’ll want to space out links so people don’t accidentally click the wrong one. Similarly, if your logo includes small text, consider cropping that part out for a more streamlined, easy-to-read look.
If all of this sounds complicated, you can turn to an email signature generator to get started. For instance, Hubspot offers a free generator that will create an email signature with all your essential info, and you can choose from a variety of formats. It will even create social media icons and include a photo for a more modern look.
Ultimately, it’s all about engaging people, building relationships, and effectively promoting your company — and with an on-brand email signature, you’ll be well on your way.
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