Marketing
February 14, 2019

Getting The Most Out Of Your Email Signature

by
David Jones

Do you Understand the Power of your Email Signature?

As a society, we have an obsession with the notion that great things can emerge from crisis and hardship. This builds on the famous quote by Albert Einstein, who once opined that ‘in the midst of every crisis, lies great opportunity’, and this is certainly an ethos that businesses and marketers should adhere to.

Take our growing reliance on email as a communication tool, for example, which is forcing employees to shift through a rising number of communications on a daily basis. While this is an arduous task that can consume a disproportionately high percentage of the working day, it also enables workers to leverage the growing but largely unheralded power that is wielded by their email signature.

How Email will continue to Dominate our Working Day

In simple terms, the average number of business-related emails being sent and received each day will continue to grow year-on-year. Between now and 2018, for example, this number will increase from 121 to 140, while research from the Radicati Group has also revealed the average worker will receive an average of 12 emails per hour, which creates a huge issue in terms of productivity and effective time-management.

The average employee will also send 43 emails each day in response, but this in turn highlights the size of the marketing opportunity that exists within your email signature. If we take this average as being accurate, for example, this means that the typical worker will send an average of 9,890 emails each year, and each of these communication exposes the recipient to your unique signature and any incorporated links or calls to action.

How to Leverage the Power of your Email Signature

This, along with the customisable nature of your email signature, highlights the innovative marketing opportunity that is available. The question that remains is how do you leverage this to achieve the best results?

Design is an integral consideration, not least because your email signature is a small and compact space with room for only minimal characters. Your layout therefore needs to optimise the amount of available space, while also ensuring that it is responsive and capable of providing a consistent viewer experience across desktop and mobile devices.

It is also important that your signature includes relevant and actionable links, specifically to your brand’s website and social media platforms. Try to include clickable icons if possible, or at least embed the desired link so that it can be accessed directly from the email. This helps to add another dimension to your signature, while establishing it as a viable driver of human traffic.

The end of signature should also make room for an organic and timely call to action, and one that relates to a real-time event or branded promotion. This should also link back to a relevant and carefully selected landing page, and one that drives visitors to a desirable and direct action. Just remember to be selective with your wording, and try to ensure that the copy is engaging rather than overtly forceful.

The Bottom Line

These steps can enable you to leverage a largely unheralded marketing resource, and one that is entirely free to access. If you want further information or advice on best practice, however, feel free to contact our team as they will be happy to help.

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