When you consider email marketing, thoughts often go to newsletters, RSS feeds, or automated campaigns. However, employee email signatures are frequently overlooked.

Image via Email Signature Rescue

Your team interacts with various individuals through email. A well-crafted call to action within their signatures can transform recipients into website visitors, clients, or social media enthusiasts.

While optimizing signatures might not be as impactful as other email marketing strategies, and won’t magically achieve yearly sales targets, it does generate gradual but significant conversions.

The best aspect? It’s a marketing strategy you can implement and essentially disregard.

Explore these seven approaches to maximize employee email signatures. Select one, tailor it to your company, and distribute it among your employees.

1. Boost Website Visits

Promoting content within email signatures increases web traffic and social media engagement. Linking to a landing page with a newsletter signup can also boost subscriptions.

Select high-performing content, such as a successful case study or a viral infographic. Collaborate with your content team, analyze Google Analytics data to identify effective content, and incorporate the link into signatures.

Pro tip: Instead of simply stating “Read our latest blog/whitepaper/ebook!”, use captivating anchor text that entices clicks, similar to Yesware’s approach in this illustration:

Alternatively, employ graphics for content promotion, as showcased by HubSpot:

2. Expand Your Social Media Presence

Aiming to grow your social media following? Several options are available.

At a minimum, incorporate links to your primary social media platforms in your signatures. People often follow brands they engage with. Utilize concise icons instead of lengthy URLs for a cleaner, more recognizable, and visually appealing look, as exemplified by Mailbird:

For a more assertive approach, consider Limehouse Creative’s strategy. Despite the abundance of information in their signature below, the graphic instantly captures attention. This is effective if social media growth is paramount. Otherwise, prioritize content or demo registration calls to action within the banner.

Image via SmallBusinessSense

3. Lead Generation

Email signatures offer an ideal platform for salespeople to secure leads.

Similar to realtors, salespeople understand the impact of visuals. Incorporating a headshot in signatures is beneficial. The example also features a “Request a demo” link for easy lead connection. A suggestion would be to highlight the anchor text with a different color or bold font.

Image via Yesware

4. Convert Leads into Clients

Once a connection with a lead is established, the focus shifts towards guiding them through the sales funnel.

Consider linking salespeople’s signatures to your top-performing case study, as mentioned earlier. Alternatively, utilize CRM software to dynamically adjust email signatures based on a lead’s status. For inactive or hesitant leads, incorporating a discount offer could be the deciding factor. Reusing banners from display ads is also an option.

Image via WiseStamp

5. Promote Upcoming Occurrences

Does your company frequently participate in trade shows? Direct traffic to your booth by including a banner with your booth number linked to the event registration page. You can also generate excitement for upcoming product launches, local networking gatherings, webinars, and live stream events. Ensure to update signatures after the event concludes.

Image via HubSpot

6. Cultivate Trust

Even without direct calls to action, email signatures can passively benefit your brand by building trust, credibility, and awareness. Here are some examples of effective implementation.

Lauren Pawell showcases her appearances in publications and podcasts, prompting individuals to approach her for collaborations.

Image via FitSmallBusiness

Similarly, author Aaron Ross links to his book page, highlighting its #1 Amazon Bestseller status. This strategy establishes his authority while encouraging book purchases.

Image via Yesware

If your company has received accolades, the email signature is an ideal platform to display them subtly.

Image via Mailbird

7. Request Reviews

Positive reviews and testimonials serve as excellent trust signals. Encourage their generation by incorporating review requests within email signatures. Even a gentle nudge like “Your Referrals Are Always Welcome!” can remind customers of friends seeking similar services.

In the following example, Dr. Brian Fann includes a “Review Us” link and a social icon for his dental practice’s Google+ page, providing multiple avenues for recipients to leave reviews.

Image via Hi5 Practice

Optimal Practices for Employee Email Signatures

Ready to equip your employees with impactful email signatures? Adhere to these best practices for success.

1. Mandate Consistency

While individual expression is valuable, corporate email signatures require uniformity. Encourage employees to reserve their creativity for personal platforms.

A consistent look across all signatures enhances brand professionalism and avoids formatting issues, typos, and inconsistent color and font choices that arise from individual customization.

2. Provide a Template

Ideally, your IT department can implement these signatures across employees’ email settings. If not, provide a user-friendly template for copying into signature settings. Include clear and concise instructions.

3. Implement UTM Tracking

Monitor your efforts by adding UTM codes to links within signatures. Track progress in Google Analytics under Acquisition > Campaigns. This allows for A/B testing of CTAs, content types, and even placements within the signature (e.g., linking to content above or below social icons).

4. Test Design on Mobile Devices

We live in a mobile-centric world. Ensure your email signature aligns with this reality. Nearly half of people access their emails primarily on mobile devices, so test for optimal design and functionality across various smartphones and tablets.

5. Follow Design Principles

Avoid excessive colors or fonts. Ensure chosen elements complement each other. Consider using pipes or dividers to break up text and enhance readability.

If a dedicated designer isn’t available, explore tools like HubSpot’s email signature generator. Input your information, select a design, and you’re set!

Final Thoughts

With constant developments in the digital landscape, it’s easy to overlook email signatures. However, implementing these tactics can yield substantial benefits for your business.