As Steve Jobs used to say, “Details matter,” and, in email, it’s more than true. The impression you make on your subscribers can and will influence their opinion about your company as well as their purchasing decisions. That’s why it’s essential for your emails to contain the elements which will not simply represent your brand but will also sound memorable for your subscribers. In this article, we’ll run over some of the best practices for email signatures — a detail which may have a big influence on your image.
- The structure of an email signature
- Best practices for email signatures
- How to create an email signature in SendPulse
The structure of an email signature
An email signature is a block of content at the footer of an email that may contain text and images. Similar to a business card, an email signature serves both as a source of information for a user and as a portrayal of a company or a person. An email signature may give off different vibes ― from a serious corporate to a fun and friendly one ― all depends on its copy and design.
There are no strict rules as to the elements of an email signature, but we recommend adding
- name and family name;
- position in the company;
- name of the company;
- contact details;
- photo of a person.
This information will be helpful to establish personal contact and get closer to the audience, especially if you use a high-quality photo of a company representative ― based on the Instagram research, photos with people’s faces on them get 38% more likes and 32% more comments than any other images.
Best practices for email signatures
To show you some good options of how to make your email signature more memorable and suitable for your company representation, we’ve taken a look at several professional email signature examples of various brands and derived the email signature best practices from their strategy, copy, and design which we would like to share with you.
Get straight to the point
The most typical way to create an email signature is to include your name, position, company name, and possibly a photo. It’s neutral and clear enough for you to play safe and look professional.
Professional email signature examples illustrating this option are simple and minimalistic both in their design and copy. For instance, LinkedIn Premium representatives use their photo and only their first name to avoid the formalities and sound friendly. However, if you want to follow their example, just make sure the people on the photos you choose for your email signature are smiling and look like they are open to the conversation.
Meanwhile, Bring representatives, include a little personal message to their email signatures based on the topic of an email. For instance, the email below was presenting some new functions of their product, so it was relevant for the Data Scientist to ask for feedback from the users.
Use personal signatures and add social media icons
You don’t have to use images when you can simply replace them with actual signatures of your team members. An email signature best practice from Yes Marketing proves that the email signature which includes a name, a job position, and a real signature of a person looks minimalistic and elegant.
However, compared to the previous professional email signature examples, here, you can also find the links to the official Yes Marketing social media accounts. They are usually displayed with the corresponding icons colored in some neutral shades like grey, white, or black. When it comes to social media links, we recommend that you first make sure you update your social media pages regularly so that people won’t just stumble upon a “frozen” account.
Be a team player
Another email signature best practice is to try out a company signature, where you introduce yourself as a team or as a company and provide contact details as usual. This is a good option for those who are not yet ready to represent individual employees.
Look at another example from VSCO. The company not only placed their logo and social media links in their signature but also added a brief description, which also serves as the representation of their mission. It looks neat and doesn’t distract users from the main content of an email.
A good example which illustrates both this and the previous practices is an email from HelpScout. The company added a handwritten signature at the end of their email, which makes it look more personal.
Get closer to the audience
To increase loyalty and build up strong relationships with your audience, talk to them the way you would talk to your friend, be open and friendly, and don’t be afraid to show your face.
We found this email signature best practice in one of the emails from adidas. Their editor of a GamePlan A digest, whose photo subscribers may also see in the signature, greets their community, provides a little intro, and asks users to self reflect on the topics presented in an email. This option helps the company to win people over and get them engaged. Despite lots of text, the signature looks readable due to the wisely used typography.
You can also use an email signature to thank your audience for their interest in your products and content. For instance, Tentree co-founders Kalen and David express their gratitude and focus on the brand mission to save the planet, further providing by social media links and all necessary contact details. The minimalistic dividers make the overall look of a signature light and tender.
If humor is your thing, why not use it and lift your subscribers’ spirits? MeUndies lingerie brand did it in one of their emails by placing a little joke and social media icons in their signature — simple but catchy.
Sometimes digest emails from bloggers may actually have two signatures. The blogger may use the first signature to introduce themselves while giving a short description of what’s new and what you can expect from their email, then provide the main content, and finish up with another signature.
Lisa Bryan, a founder of the Downshiftology website and YouTube channel, sends out regular emails with healthy recipes. First, she introduces herself and writes a little intro.
After the recipes, she provides links to her social media, adding a logo and contact details at the end of the email.
Another email signature best practice consists in motivating recipients to scroll through your email till the end ― stimulating their curiosity. For example, TheMuse uses career coach tip of the day in their signature, and, as you might guess, it’s different every time. Notice that this example is one of the few where the color is used.
Be mobile friendly
The on-the-go nature of mobile allows users to be always online and check their inboxes more often, posing another challenge on email marketers ― to adjust their emails for mobile.
According to Adobe, 81% of users regularly use mobile for checking email, whereas 74% use desktop for the same purposes, which proves that your emails should look great on any device. Here we recommend you to initially use responsive templates and always make sure that your signature isn’t overloaded with images or too complicated design, factors which may make it too long on mobile.
In the signature of Instapage emails, you won’t find them. Instead, you can see the representative’s name, position, photo, and social media icons. The name is written in bold, which makes it the first thing you see after the photo.
Choose a design suitable for your brand
Even if, in general, we try to advise you against using too many fonts and colors in your signature for fear they may make it look too distracting or chaotic, remember that your signature will always depend on the style and brand guidelines of your company.
Here’s a minimalistic and classic signature from Davy’s Wine Merchants. It presents a logo which already contains a lot of details and curves, so there’s no need for any extra decorations in the text.
Lily’s Kitchen took a different approach and made a banner-like signature. It contains their logo, social media icons, phone number, as well as useful links to the store locations and instruction on how to choose pet food. There are four main colors used, yet they are all neutral and fit together just right.
How to create an email signature in SendPulse
You may easily create an email signature from scratch in SendPulse. Just go to the Drag and Drop Email Builder, click “Add new section,” and choose the layout you wish to use. You can add as much information as you wish ― everything depends on your goals. Then, you should drag the type of content you want to see in each part of the signature.
After that, add pictures, contact details, social media icons, and any other information you want your users to see. The signature will be responsive and will adjust for desktop, mobile, and tablet size.
Now it’s your turn
An email signature can influence how users will first perceive your brand, how long they will remember you, and how much they will fall in love with you. So, never neglect this small but important detail. Follow these email signature best practices to make the most out of it for your brand:
- Strategy. Do your best to give your signature a purpose, including all the information your audience needs and trying to add something funny and interesting, so people remember you.
- Copy. Make sure you sound professional but friendly so that users will feel like they can always contact you and share the feedback that will be heard. However, don’t overcrowd your signature with inspiring quotes and other irrelevant information which may look “cheesy.”
- Design. Don’t mix too many colors and fonts, highlight the most important information, try out banner-like signatures, and give your audience a smile with positive photos.
Use SendPulse Drag and Drop builder to create your professional email signature in a fast and easy way.