How The Best Marketers Make Their Email Signatures Stand Out
FORBES • AJ AGRAWAL
If you have any experience with sales or marketing, then you know just how important email is to your business. At the same time, that means you understand just how frustrating it can be to sift through hundreds of emails that all look exactly the same.
Whether you are working on a cold sales email or crafting a marketing pitch, getting a response to your emails can be a struggle. One reason may be that most emails look the same. They are unoriginal and boring!
To differentiate your emails, you have to pay close attention to the little things—the details that your competition overlooks. The best marketers have optimized every part of their communication chain so that anything they send out is far more likely to get read. This ranges from subject-line optimization to turning on read receipts in the email chain.
We’ll presume that, like most businesses, you use Gmail. If you are hoping to get more eyes on your emails, one of the best places to start is with your Gmail signature. Believe it or not, it can be a great way to make your content stand out. More than that, it can drive significant traffic to your website. Think about it: How many emails do you send out a day? This is all digital real estate that you could be using to promote and differentiate yourself.
While it may seem like a simple task, creating and perfecting your signature does require some thought and skill.
So before you go out and design your signature, you should spend some time thinking about your audience. Ask yourself questions like: Who is going to be on the receiving end of most of my emails? Are they coworkers? Customers? Potential leads? Investors?
The answer might be that you have multiple potential stakeholders reading your emails. In that case, you may have to build out multiple email signatures that you can rotate. Regardless, defining your audience is crucial to the design process.
Designing Your Signature: What to Think About
The next part of the process is designing your signature. This is really how you will make your email stand out. You have, generally speaking, two paths to getting started with this:
The first is to code your own design. This can be time-consuming, but it is one way to get a unique signature.
The second, far more popular method, is to leverage a Chrome extension, like Blade—Signatures for Gmail, which gives you access to dozens of professional signature templates and styles that you can rotate among with just a few clicks. It’s as simple as inputting your information, choosing the design you like best and adding a custom color. In seconds you’ll have a perfect email signature.
What should you think about when designing your signature? Here are a few common items to consider including:
Your Title, g., Founder, CTO, Intern
People want to know what you do! Be specific and proud of your role, but be sure to cater it to your audience.
Where do you work? Giving people context for this is another good way to establish a connection.
If possible, include your phone number in your signature. This is helpful in many scenarios, such as when you set up a time to chat with someone but they do not have your phone number handy. Having it in your signature will save both parties time and make it easy for someone to contact you.
A Picture of Yourself
At the end of the day, email is a form of communication between two humans. There is no better way to build a connection with someone than to show them what you look like and that you are a real, living person. More than that, your picture on your signature helps you add color to your email and makes your brand memorable. Make sure the picture is clear and crisp. The last thing you want to do is a make a bad impression with a sloppy picture. Be professional!
Links to a Call to Action
Think about how many emails you send every day. Each one of those is an opportunity to promote your desired call to action. Whether that is your own LinkedIn profile for building out your personal brand or your company’s homepage, putting a link (or even two or three) in your signature is a great way to drive more traffic to your desired website.
Another cool way to make your signature pop is to add a splash of color that helps it stand out. Choose a color that matches your brand or company in order to maintain consistency.