Email signatures are critical communication touchpoints. They deliver need-to-know information, drive traffic to your organization’s website, create a branding opportunity, and provide preferred points of contact for folks to connect quicker.
Is your email signature the best it can be? There are do’s and don’ts when it comes to creating a signature that builds a lasting impression. Here are some best practices:
Keep the Information Minimal
A signature filled with links, excessive contact information, and other content will deter audiences. Where do you REALLY want people to contact you? Are you more active on social media? Do you prefer phone calls? Take this into consideration and remove unnecessary fluff. The must-haves should consist of your name, phone number, and website.
Maintain Visual Hierarchy
Hierarchy makes the eye flow through information more effectively. Put essential details first. Align your signature to the left, so it flows with email content. Make use of dividers if you want to separate content, and it will become easily digestible. And, don’t be afraid of white space to offer balance in comparison to text-heavy communication.
Keep Colors and Fonts Simple
Limit your color palette and font family to maintain brand consistency and provide a professional aesthetic. Utilize 1-3 colors from your established brand colors, along with brand-compliant universally supported fonts. Consider emphasizing font weight rather than different fonts to highlight important details.
Add Simple Graphic Elements
If you feel adding an image is important, logos allow for clear brand recognition and identification. In addition, including a headshot can promote a personal connection. However, some email clients do not display images within an email, and your signature should be tested and remain organized if the image does not download for the viewer.
An email signature should include a link to your website and/or social media to drive traffic to your respective platforms. Consider using icons instead of hyperlinks to allow for a pleasant visual experience – reducing space and avoiding clutter.
Organizations and corporate brands are supported better with email signatures aligning across departments, regions, and business segments. Consider establishing organization-wide standards that help meet the needs of the mission.
Mobile-Friendly is a Must
According to HubSpot, 46% of emails are opened on mobile devices. Signatures must be responsive across desktops, laptops, tablets, and mobile phones. Size any images down for smaller screens, and keep in mind that links need to be tappable by fingers. Set up your signature and test, test, test.
Email is ingrained in everyday business interaction. As the most used medium in professional communication, email signatures should be purposeful. And they can perform as a low-cost (and high-return) marketing tool if done correctly.
If not on the books already, plan a review of your organization’s current email signature guidelines, making meaningful adjustments and factor in regular refreshes to keep it current and on mission.
Aedieno is a boutique creative agency. For email signature creation or electronic communication consultation, please contact us.