The single marketing message that any business person sends the most every day is in their email signature. This is why it is critical to use only the information that reflects the company’s brand and further builds a relationship with the recipient.
Name, title, company, email address, web site URL, phone number and social media links where you are active. Include your email address since many times it is not included in the header of the reply.
Forget these closing salutations
I am not a fan of legal disclosures since it adds unnecessary length to the email especially since it probably will be opened on a smart phone. I question the legal effectiveness even if these are used. I also do not believe in using motivational sayings unless it is part of your brand.
Stay away from silly closing salutations like “Blue skies” or “Cheers”. Now I am not an ogre, but these are not always appropriate. Consider that you just told someone in an email they did not get the job and then close with “Cheers”. This does not help your ongoing reputation or brand. I am also not sure what “Regards” means. Is this “Best regards” or “Kind Regards”? I also don’t like “Sincerely” because it always seems patronizing. Also forget “Reach for the Stars”, “Peace Out”, “Your Boy”, “Your Girl”, or “Your Compatriot”.
Use these closing salutations
Think of something that is more closely tied to your brand. I use “here’s to getting unstuck and moving…forward”. If a branded one does not work, use old standbys like “Hope this helps”, “Thank You”, “Much Appreciated”, “Let me know where I can help”
Other email signatures that work
- The brand tag line with a link to more explanation like a video
- Use a company logo or a very small photo
- “Here is recent recognition we received! Thank you!” with a link
- “Come see us at _______________ (upcoming event)” with a link
- “We are growing! Know someone that would make a good ___________ for our company”
- “We were recently honored to be featured in _______________” with a link
Remember, the email signature should be changed no more than every quarter so it can make multiple impressions on the recipients.
Overall, keep it short and in plain text with no animations (except for a photo or logo). Remember, most will be opened on a mobile device. Test out what looks good on various devices, but also on different web browsers and on Gmail and Yahoo mail.
What is in your email signature?