Why include an email signature in your marketing strategy?

She is always faithful to the post and adorns each of your messages: your email signature is omnipresent when you communicate on the Web. A well-designed signature will reinforce your brand image with your recipients. But are you exploiting its full potential? Did you know that she can give a boost to your company's marketing strategy ?

Find out how to include an email signature in your marketing strategy with Signitic !

What is an email signature?

When you send an email, your signature is automatically added to it. It is an effective way to Communicate important information, such as your contact details and social networks, but also news about your company and your brand, for example using an eye-catching communication banner.

The email signature is one of the best tools to do Good impression during the first contact. So don't overlook its usefulness for your company's marketing strategy!

How to configure your email signature?

To configure your email signature, consult your email settings:

• On Outlook, click View > Show Settings > Accounts > Signatures;
• From Gmail, place your cursor on Settings > Show all settings, then look for the section Signatures.

More details can be found on the creating signatures in our articles: Change your Outlook email signature and create and add your signature on Gmail !

What is the link between email signature and marketing strategy?

The email signature is an essential communication channel, which you can use to strengthen your marketing strategy! An optimized email signature can be a valuable tool for your advertising campaigns. Here are some of its communication benefits!

Highlight your brand image

Your email signature can (and should) follow your company's graphic charter. Your communication banner, like that of your employees, includes the colors and logo of your company. So, your signature is one of the best ways to promote your brand image: your customers will get to know and recognize it!

Increase your touchpoints

A signature banner can be used as point of contact. When you communicate with a prospect, your signature brings all important information : it knows at a glance who you are, how to contact you and how to find out about your business. That's why Above all, an effective signature must be attractive!

Personalize your communication

Unlike non-targeted advertising on the web, your signature is by definition personalized. It allows you to immediately establish a link with your interlocutors. You will be able to engage in a dialogue in a more natural way if your customer feels like they are talking to a person rather than a brand. Internally, an employee will also be able to more easily identify who you are, and what your position is.

Engage your audience more

The purpose of marketing content is to capture the attention of the public and make them want tointeract with your brand. The same goes for your signature! It encourages your contacts to look for more information about your products or services. That's why, for your marketing strategy, it is important to integrate Call-To-Action (CTA) that will make you want to click!

Email signature: best practices for effective communication

For it to be beneficial to your marketing strategy, a signature must first be optimized. The objective: create an irreproachable brand image !

How to optimize your signature

Here are a few of best practices to follow:

• Include important information : your name, position, telephone number, the name of your company, possibly its address;
• Respect the graphic charter of your company in the creation of your banner, not to mention the logo of your brand;
• Add clickable links and buttons to your site or social networks.

CTAs: a tool to promote your brand

As mentioned earlier, as part of a marketing strategy, it is also very important toadd CTAs. Their role is clear: call for a click to present your services and your brand to your customers. For effective communication, CTAs must therefore be appealing.

To add a relevant CTA, here are some tips:

• Take care of the visual : it should be pleasant to see and again respect the graphic charter of your company;
• Choose an eye-catching formula, with imperative action verbs (discover our offer, click to find out more, etc.);
• Blend it in a harmonious way to the rest of your signature.

You can also try the Signitic solution to add an effective CTA to your signature !

How to optimize the deliverability of your professional emails?

Deliverability Is a term that describes the ability of an email to reach its recipient safely. Indeed, while the process seems simple from our point of view, the email must in fact travel a long way to arrive safely!

What does this have to do with the email signature? It can affect the deliverability of your message for several reasons:

• The weight of the message : if it is too heavy, it may end up in spam or not arrive at all. A signature that is too full of images or is poorly optimized will increase this weight;
• Hypertext links : If you include a link to a domain name that has a bad reputation, you run the risk of sending your message straight into the spam folder.

You will have understood it: as the aim of an effective marketing strategy is to reach as many people as possible, it would be devastating for your communication to send emails that never arrive ! Therefore, pay particular attention to the deliverability of your messages and their signatures.

FAQ: email signature and marketing strategy

Is it possible to automate email communication?

You can automatically send certain emails, such as welcome or confirmation messages. However, be careful not to overdo it: an excess of automatic emails will give a bad image of your company!

What are the bad practices to avoid in your signature?

Anything that interferes with the readability of a signature should be avoided: fancy fonts, information overload, irrelevant elements, etc. Also, keep an eye on the size of your file to prevent the signature from weighing down your messages.