Want to get more people to visit your website or attend your upcoming event or webinar? We believe that one of the most powerful, yet under utilised tools in the marketers arsenal are company email signatures. Adding email signatures to your marketing strategy allows you to turn your whole organisation into a lead generation machine! Unlike traditional mass email marketing were the perceived value is low, email signature marketing provides a better, more honest way of engagement with your audience as the marketing is not the main aim of the message.

Email signature marketing starts with a professional, well-designed email signature template. Once you have that you can add engaging content, specific and relevant calls-to-action, special offers or promotions. If used correctly, you can even track the success of your email signature marketing via Google Analytics.

So what type of information can you, or more correctly put, should you be adding to your email signature? Here is a handful of suggestions:-

Get Social

Social media should be your #1 marketing channel and you want to encourage new and existing customers to like and follow you on these platforms. Adding clickable social media icons to all your email signatures helps your audience locate and learn more about your business through your company social media accounts.

Blogs and Website links

Many companies don’t fully utilise their websites and many don’t have a blog. A blog is a great way of engaging with customers and showing thought leadership, we hope you like our blog articles. We write them because we feel that email signatures on the whole are often bland and under utilised, and we want to help improve that. We hope that our blog get across the different personalities within the organisation, while also informing what we as a business believe in. Adding a link on your email signature pointing to your blog or specific articles is a simple and relatively quick way to direct more traffic, and ultimately more new customers.

Webinars and Events

You’ve spent months planning it, and many a nervous night rehearsing, but what is the best way to promote your event? In addition to cold calling, and direct email marketing you should also include, promote and invite customers and prospects to your event or webinar via your email signature. An email signature banner promoting an upcoming trade show is a great way to meet new and existing customers face to face.

Promotions

If you’re using email signature management software start including special and limited offers to customers and prospects. We all need to drive revenues so think about including scheduled special offers to encourage new business to close quicker.

Finally don’t forget your branding

With everything we’ve suggested, don’t forget that whatever you include within your email signature it must be consistent with your company brand. The key elements are:

• Colour – Make sure you keep to the company brand colours and don’t start adding additional colours unnecessarily
• Font – Your company should have a standard font, maybe two fonts. stick to those fonts, having a mismatch of fonts in banners or promotions looks unprofessional
• Images – Think about including your company logo or even a profile picture. But remember, make sure that the image is the original size. Don’t use large images and then shrink them down via the HTML code, many email clients will actually show the image in the original size.