To be successful, your marketing needs to generate income from every touchpoint you have with your clients, prospects and the wider market – so why should your email signature be effective at doing this?
- Well for a start, think about how many emails you send over the course of a day, month and year. The reach you get from that is huge compared to almost anything else you’ll be doing.
- Almost the only cost to you is the artwork.
- The message is eye-catching. See how we use a bespoke email signature to promote our Marketing Elevator online resource (and as we’ve mentioned it, give Marketing Elevator a go!)
Two examples of how to use it to build the business
- Use it to help you to exceed your new business target
Many clients only need a reminder and a bit of encouragement to refer you to friends. Here’s how an email signature can do this.
- Use it to cut client churn to a minimum
Consider the benefits of knowing exactly how each of your clients feels about the job you’re doing for them. This could also be one way to help evidence you’re providing good customer outcomes. Here’s how an email signature can give you this insight.
Knowing this allows you to quickly resolve the issues and concerns of the dissatisfied, while at the same time pinpointing advocates as potential candidates for your referral programme.
Are there other benefits?
- Trust and expertise are enhanced
A quality email signature strengthens your personal brand and infers professionalism in all aspects of your business.
- Target audience and timing flexibility
Different email signatures can be used for customer sales and pre-sales support to personalise the message to each customer segment or reflect the timing within the sales process.
- Message flexibility
Whether it’s an event or a social media campaign, your email signature will be a great place to promote it.
- Internal communications
Whatever the message, using banners on your internal emails will be an effective way to get your staff to take notice.
Some key production considerations:
- Keep it simple and keep the message single-minded
- Always include a call to action
- Make it mobile friendly
- Keep the design and layout consistent across the company
- Use an experienced professional to create the template
- Use web-safe fonts
- Only highlight your social media links if they’re regularly updated with valuable content
- If possible, measure the clicks on your links
Hopefully you’re now viewing your email signature as a powerful way to drive greater engagement and interaction with employees, customers and suppliers.