The average worker will send more than 10,000 emails this year. And next year. And probably more the one after that. That means your company of 200 employees is sending +2 million emails each year. Usually, when you’re doing something that often, you want to make sure you’re actually doing it right. But as we work to hone our messaging – adding the right amount of humor paired with an amped up value prop – we’re forgetting to optimize one crucial piece: Your email signature.
The employee email signature is one of the most visible representations of your brand – likely even more so than your company’s website. So why are we letting our corporate call come complete with cheesy quotes and bad avatar photos?
Our Role in Marketing is Changing
We’re creating ideas (on and offline), executing them through fruition, measuring our analytics, optimizing our programs and improving conversion rates. And if that’s not enough on our plate, now we’re tasked with managing how every employee across our company represents the brand image we’ve worked so hard to create. And because social media – especially Facebook – is so pervasive, that responsibility seems to increase daily.
To this fusion of responsibility, add a touch of technology which have made it easy for employees to share your branded messages. One-to-one human email, for instance, has been on the up and up for years. Last year, more than 215.3 billion emails were exchanged every single day. And research predicts we’ll be exchanging 257.7 billion emails a day by 2020. The email signature is more important and more valuable than ever.
Proper Etiquette for Your Email Signature
In your workplace tech toolbox, your email signature is often taken for granted. So many first impressions are made through email, and your email signature is your chance to shape that impression. OfficeTeam’s overview, Email Signature Etiquette: The Good, The Bad & The Unnecessary, sits on par with our own best practices.
According to business etiquette expert Jacqueline Whitmore, a sender’s contact information is the most important part of the email signature. Your recipient needs the ability to quickly access ways to reach you. And they need direction on what it is you want them to do. To ensure your information is always available include these:
- Your full name
- Your phone number (office or mobile)
- A single, clear call-to-action
The following information is also helpful, but not always necessary:
- Your company name & website
- Your firm’s mailing address
- Social media links to either your company or personal accounts
When it comes to your email signature, less is often more. Nix an abundance of flare from your signature to cut clutter and make your information standout and readily available. Here are a few elements to cut from your signature:
- Inconsistent fonts and colors: Avoid too many colors and font styles. An abundance of varying typography in your email signature can undermine your credibility as a serious professional.
- Inspirational quotes: Inspirational quotes are a fantastic way to show your personality – on your Pinterest board. Some may give off a conflicting message from your brand’s stance, while others just simply make you cringe after reading it.
- Additional messages: “Please consider the environment before printing this email,” is a nice sentiment, but it just clogs up a space you could be using to inspire your recipient to act. And it doesn’t do a ton of good when someone’s reading a print of your email. Not to mention, the default, “Sent from my iPhone,” signature is showing your recipient you’re just too lazy to proofread.
Email Signature Examples
There’s no question that email is a necessary and impactful tool in your communication strategy. Some three-quarters of adults say they prefer to communicate with companies through email. And, 73 percent of content marketers agree email marketing is a core piece of their marketing strategy – of which, about a fourth of them rate email as their top channel in terms of ROI. But what does a good email signature look like – or what’s a bad email signature example? Check these out:
Try an email signature generator
Sigstr’s Gmail signature template solution combines on-brand signatures and clickable call-to-action banners that puts your content in front of the right audience, at the right time.
- Sigstr Signatures: Deliver consistency. Signatures are employee-specific, but centrally controlled to make brand compliance easy.
- Sigstr Campaigns: Share the right content, to the right person, at the right time with clickable CTA banners injected in your signature space.
Sigstr gives your company control over the employee email signature space for content distribution and branding. Plus the data to see what’s working, and where you can optimize for improved ROI.
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Editor’s Note: This post was completely revamped and updated for accuracy and comprehensiveness on April 27, 2017.