Though countless emails are sent every day, many sales professionals don’t give their email signature much consideration. Rather than treating it with the same care and attention that they would give their business card, the vast majority end up getting it wrong.
Sending and receiving
Email sign-off basics
Crafting a perfect email signature will not only impress but will help to drive sales and conversions too.
1. Make it simple
The last thing you need is to overwhelm the recipient with a gaudy, overly wrought signature at the end of the email. Instead, you should primarily use plain text – a modern Serif font is a good place to start – whilst ideally avoiding the use of too many graphics, colours and fonts that will cause prospects to treat your email as spam.
2. Keep it short
Include vital information such as your name, company, email and phone number – cutting out any needless information such as two numbers or email addresses. Your signature should offer a clear funnel for prospects to get in contact, removing any potential pain points like multiple addresses that impede potential conversions.
3. Inform your prospects
Include information on any upcoming promotions, products or conferences that might be of interest to the recipient. These should be concise in order to trigger the curiosity of the reader – arguably the most powerful emotion in the marketer’s handbook. You should provide enough information for them to seek out more information by themselves.
4. Be consistent
Make sure your email signature corresponds with your company’s visual identity. This might include a logo, the use of brand colours and adding a professional photo – all elements that will add a touch of veneer to your message. Finally, if including a photo, ensure that it’s appropriate to the tone you wish to set with your audience and is of high quality.
5. Break it up
Given the volume of emails that are received on a daily basis, your signature needs to account for the fact that your prospects might not be giving it their full attention. Take advantage of using pipes (|), colons (:) or dividers (lines breaking up the text) to condense the number of lines needed to display information. These simple tricks will create a clear hierarchy of information for the reader.
6. Get social
If you want to keep your recipients up to date with your latest campaigns and offers, include social media links to your main accounts. However, you should be careful with the information you share in your signature – don’t include your personal details in the signature (that includes your Twitter, Skype, Snapchat or any other social media account details). Instead, keep it professional and direct them to your professional accounts and details.
7. Include additional details
Establishing trust is the lifeblood of a successful sales and marketing strategy, so by including additional information such as your title and department you will allow your recipients to know whom they’re talking with instantly. This will work as a trust indicator by creating a level of transparency – your prospects can see the email is legitimate as they can easily find you on LinkedIn or Google to check your credentials.
If you’re hoping to close a deal or simply trying to boost your reply and conversion rates, dress your email to impress with a sign-off that speaks to your audience.