How to Create an Email Signature that Maximizes Conversion

As an email marketer, you spend hours, sometimes days, crafting the perfect emails and journeys. You schedule it to be sent at the optimal time of day, selected based on careful research of your customers.

But did you know that every email you send is a marketing opportunity? Even better, every email an employee sends is a conversion opportunity. It’s all thanks to something many marketers overlook: the email signature.

Every email has a designated signature area. Most people simply sign off with their name and work title. Experienced marketers will add a link to their company website and perhaps a phone number, but this is still wasting one of the biggest opportunities you have for conversion.

Creating a Company-Wide Signature

Your employees have different names and different job titles, but setting up a company-wide email signature is the easiest way to make sure every email is marketing your business.

If your business has several departments, you may want to create a variety of email signatures with one for each department. At the very least, creating a separate signature for the customer service department—perhaps asking them to fill out a survey or make a referral—is a great idea.

Add one of these items to your email signature for a higher conversion rate:

1. Link directly related to the email

Linking to your company’s homepage in every email signature is easy, but it’s not the smartest strategy. Instead, use this space to highlight a link that relates directly to the email you’re sending.

For example, if you’re chatting with a potential client about a business opportunity, link to a relevant case study. Email marketers know that personalization is the key to success — so follow your own rules and personalize your signature too.

2. A graphic

Your logo is the obvious go-to, but it usually isn’t the best graphic to put in your signature. Your email signature—and your employees’—is the perfect space for a small web graphic or banner with a strong call to action. This is especially powerful because so few businesses are using the email signature space correctly.

Consider creating two banners designed with different calls to action: one asking them to sign up for your newsletter, and another asking them to purchase your product/service. Then you can use each banner at different points in the customer journey.

Need some inspiration? Check out these 10 examples of great email signatures for businesses.

3. A book

If you or your CEO has written a book related to your business, link new customers to it in your email signature. This can be a buy link, but offering it as a freebie will help build goodwill with new customers.

A book gives your business an extra layer of credibility and can serve as an excellent secondary income stream.

4. Social media buttons

Interacting with customers on social media is a great way to get them involved with your brand. Also, people already receiving your emails will be more receptive to your social media updates than those you haven’t interacted with at all.

Social media buttons are bright and colourful, drawing attention to everything else in your signature.

An excellent email signature can be an even more powerful marketing tool than your email newsletter because every person you or your employees contact will see the marketing message, and most of them likely seeing it more than once.

If you haven’t put much thought into your email signatures in the past, it’s time to take a closer look.

Want to take your email marketing campaigns to the next level? Download this FREE guide to email marketing by Neil Patel: