Did you know there are three times as many email accounts as Facebook and Twitter combined according to Kiss metrics? Also that 94% of internet users send or receive email, but only 61% use social media (HostPapa)?
Email is so common that it is still an effective marketing avenue, which is something that many modern marketers tend to forget. However, it is all for nothing if your email is poorly designed and not user friendly. It can damage your brand reputation and make you look ‘amateurish’ to customers at the same time. An important part of this is creating email signatures that work commercially, visually and for the benefit of your organization.
Have a look at some of our tips below:
- Minimal contact details, with some social media and web links, can support strong, imposing branding but also accentuate the hygiene of a minimalist design.
- Use stronger branding for contacts who still have the opportunity to forget about your brand and weaker branding for established clients who know your brand well.
- Vary your branding according to the sender’s department i.e. give customer services one and the sales team another.
- Centrally manage email branding so you can easily amend and refresh email signatures across your entire organization. This also means you avoid inconsistency.
- Think of where your email is going – something dynamic on a matte leaflet can look unpleasant on a backlit monitor.
- Scale signatures so they resize to fit a viewing window. Good visible image sizes vary with the client or device used to read them.
- Restrict background colors to the contact detail section of your signature. Too much color will detract from your overall message.
- Coding HTML in a signature requires a lot of expertise. Using signature software will let you control it through a content editor, placing and manipulating elements like you would in Microsoft Word or PowerPoint.
- Email signatures are better without video and animation can create clutter. Making a signature interesting on its own merits is far more effective than using content just for the sake of it.
- Underwhelming signatures can be as detrimental as oversaturating. Always consider the context and the related business needs to create email signatures that impress any reader,
in any situation.