In business-to-business email communications, the final touch to any email campaign or drip must be a well-crafted, professional signature. Email signatures are an extension of a company and leaves the last impression on the recipient. It is the stamp of the individual’s professional status.
Putting one’s best foot forward demands intentionality. Consider email signatures like a digital business card minus the often unwelcomed vCard format. All the same options are available plus the added benefit of hyperlinking and a call to action.
The due diligence for email signatures is no different than how a letterhead or a business card must be handled. When emailing, the sender leaves the last impression (and hopefully a lasting impression) via a signature.
Making email signatures deliver the greatest impact requires some business basics: consistency, necessary details, brand exposure, and call to action/actionable linkage. With these things said, here is the essential formula for signature success.
Begin with Format in Mind
What the recipient sees should appear consistently for mobile and desktop users. Within that framework, moving to design, company logo and colors must be part of the appearance. Keep the consistency demand in mind here.
Business standard layout basically follows the following logic:
name – position – phone number – email – company website
Make the company logo conspicuous as a part of the signature. Dress to impress but don’t overwhelm. There is no need for gawdy highlighting or obtrusive animations.
Consider the Linkage
The hyperlink is the place to insert links for a home page and/or social media platforms. This drives the recipient back to the sender and the sender’s business. Clients can be invited, to note a couple examples, a featured contest or a link to the landing page of an exclusive product.
This recipe must be applied across company lines for maximum impact. Standardization for all employees in a given business is key. It produces further brand building and reinforcement of message. Inconsistency will only result in breakdown of business message.
The Last Impression
When done correctly, the sender’s parting words include: a welcome to the recipient to stay in touch, appropriate brand exposure, and an invitation to make deeper connection to the sender’s organization. All are essential for email signatures.