7 Ways Email Signatures Can Drive Signups, Follows, and Conversions

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When you think of email marketing, what comes to mind? Monthly customer newsletters, daily blog RSS feeds, curated drip campaigns…

One thing you probably didn’t think of is employee email signatures.

Email signatures

Image via Email Signature Rescue

Your employees engage with customers, vendors, friends, and family via email. With the right call to action in their email signature, any of those email recipients could turn into new website visitors, customers, or social media followers.

Sure, optimizing your employee email signatures will never be as effective as your other email marketing efforts. You shouldn’t expect to add these to your employee signatures and suddenly meet your sales goal for the year, but they will drive real incremental conversions for your business.

And the best part? This is the rare kind of marketing tactic where you can truly set it and forget it.

Here are seven ways you can get more out of your employee email signatures. Choose one, create a version for your company, and share it with your employees.

1. Drive Website Traffic

Promoting existing content in your email signature drives more web traffic and social shares. If you’ve got the landing page set up with an email newsletter signup form, it could drive more subscriptions, too.

From a high-converting case study to an infographic that went viral on Twitter, choose content that actually delivers. Coordinate with your content team and review conversion data in Google Analytics to discover what content performs especially well for your business. Then link to it in your signature.

Pro tip: Don’t just say “Read our latest blog/whitepaper/ebook!” Hyperlink intriguing anchor text that compels the reader to click, as Yesware does in this example below:

Email signatures call-to-action example

Alternately, you might use a graphic to advertise the content, as in this example from HubSpot:

 Email signatures free downloadable guide call to action

2. Increase Your Following

Want to grow your social media fanbase? You’ve got options.

At a minimum, you should link to your main social media channels in your signature. People like to follow brands they work with and buy from. Link using small icons to your social media channels, rather than including long URLs. Icons are cleaner, instantly recognizable, and simply less exhausting to look at, as demonstrated in this example from Mailbird.

Email signatures cleaner design more info less space 

If you desperately want follows, you could take a more aggressive route like Limehouse Creative did. There’s a lot of information in their email signature below, but your eye is immediately drawn to the graphic, right? If social follows are most important to your marketing strategy, this is a great option. Otherwise, you might be better off using the banner to advertise a content piece or invite demo registrations.

Email signatures to drive Facebook likes social follows 

Image via SmallBusinessSense

3. Generate Leads

Speaking of demos, your email signature is a perfect opportunity for your salespeople to generate leads.

Just like realtors, salespeople know the power of faces, so good ones always include a headshot in their signature. The example also includes a “Request a demo” link to make it easy for leads to connect with the sales rep. The only suggestion we have would be to highlight that anchor text in another color or bolded font.

Email signatures sales rep example with call to action 

Image via Yesware

4. Turn Leads into Customers

Once you’ve got a thread going with a lead, the goal is to push them further down the funnel.

You might take a cue from our first tip, and link your salespeople’s signatures to your top-performing case study. Or you could work with your CRM software to dynamically change your email signatures depending on a lead’s status. For leads that suddenly went cold, or are simply lollygagging, adding a discount offer could be just the thing that wins them over. You can even reuse the banners from your display ads.

Email signatures special offers 

Image via WiseStamp

5. Promote Upcoming Events

Does your company regularly attend trade shows? Drive traffic your way with a banner announcing your booth number that links to the event registration page. You can also hype upcoming product launch parties, local networking happy hours, webinars, and Facebook Live events. Just make sure you update your signature after the event has passed.

 Email signatures promote events

Image via HubSpot

6. Build Trust

Even if you don’t want to push your email recipients to take specific action, your email can still passively work in your favor, building trust, credibility, and brand awareness. Here are a few examples of people doing that well.

Lauren Pawell doesn’t have to ask people if they want to work with her. Showing the types of publications and podcasts she’s been featured on gets people to ask her.

 Email signatures trust signals brand logos

Image via FitSmallBusiness

Similarly, author Aaron Ross links to his book page, while noting that it’s a #1 Amazon Bestseller. He kills two birds with one stone in this email signature, both establishing his authority in the space, while also encouraging people to buy his book.

 Email signatures product links Amazon affiliate links

Image via Yesware

If your company has won awards, your email signature is a wonderful place to show them off. It looks like branding, instead of bragging.

 Email signatures opportunity to display company awards and award logos in email signatures

Image via Mailbird

7. Ask for Reviews

Another great trust signal? Rave reviews and testimonials. Generate a steady supply of these by requesting reviews in your email signature. Even a gentle reminder of “Your Referrals Are Always Welcome!” can help customers remember that their friend was just looking for a service similar to yours.

In the example below, Dr. Brian Fann links “Review Us” text and also includes a social icon for his dental practice's Google+ page, so there are multiple opportunities for recipients to click and review his business.

 Email signatures user reviews star ratings

Image via Hi5 Practice

Best Practices for Employee Email Signatures

Ready to outfit your employees with stellar email signatures? Follow these best practices to set yourselves up for success.

1. Make it Mandatory

Everyone likes to express their individuality, but your corporate email signature is not the place to do it. Tell employees to leave the artistry to their social media profiles.

Having an unified look across all your employee signatures both elevates the professionalism of your brand and avoids the formatting issues, typos, and rogue color and font choices that can happen when you let employees take it into their own hands.

2. Provide a Template

Ideally, your IT team can code these across your employees’ email settings. If that’s not possible, supply employees with a plug-and-play template they can copy into the signature settings for your email provider. Clear, easy-to-follow instructions should accompany the template.

3. Use UTM Tracking

Track your efforts by adding UTM codes to the links in your email signatures. You can check on your progress in Google Analytics under Acquisition > Campaigns. This also allows you to test different CTAs or types of content over time, or even different placements within the signature (e.g. linking to content above or below your social icons).

4. Test the Design on Mobile

We live in a mobile-first world now. Make sure your email signature adheres to that worldview. Nearly half of people read their emails from a mobile device instead of their desktop computer, so test to make sure your design fits and looks good on different smartphones and tablet devices.

5. Follow Rules of Good Design

Don’t use too many colors or fonts, and make sure that what you do use complements each other. Consider using pipes or other dividers to break up text and make it readable.

If you don’t have access to a designer, try out HubSpot's email signature generator. Fill out all your info, choose a design, and voila!

Email signatures HubSpot email signature generator templates

Signed, Sealed, Delivered

With exciting announcements like the most recent Google algorithm upgrade, the latest Snapchat feature, or a new iPhone happening on a near-daily basis, it’s easy for marketers to get shiny ball syndrome. As a result, the lowly email signature is an often overlooked part of marketing strategy. However, implementing any of the above tactics is a simple way to generate a sizable number of wins for your business.

About the Author

Michael Quoc is the founder and CEO of Dealspotr, an open social platform connecting emerging brands, lifestyle influencers, and trend-seeking shoppers in exciting new ways. Follow him on Twitter at @michaelquoc.

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Comments

Andrea Torti
Oct 20, 2017

Absolutely - just think of how many e-mails people send and receive every single day...!

Jerry
Oct 31, 2017

That what I was looking for about the email sign ups tips. Really looking forward to implement this technique to attract more subscribers and leads. Thanks Michael

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