What an Email Signature Does for your Brand + Best Practices

Brand Development, Resources

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An email signature is a personalised block of text containing the sender’s name, title, company, contact info, and possibly a logo. Placed at the email’s end, it conveys vital details neatly. It boosts brand recognition and visibility by adding professionalism and consistency to emails. Direct links enhance communication, while social media and opt-in links expand engagement. Designing an effective signature involves professional design, consistent branding, and appropriate graphics. Performance can be gauged through open rates, link clicks, and conversions. Best practices include clickable links, core details, social media icons, and regular updates.

What is an Email Signature?

An email signature is a personalised block of text that typically includes the sender’s name, title, company, contact information, and sometimes a logo. It is placed at the bottom of an email and acts as a parting note that includes vital details in a neat, concise manner. An email signature is a small yet impactful addition to your outgoing emails and holds the potential to convey essential information and leave a lasting impression on recipients. It serves as a digital business card, providing recipients with pertinent details about the sender.

Benefits of Using an Email Signature

Brand Recognition:

Incorporating a company logo and consistent branding elements into an email signature reinforces brand recognition. Recipients become familiar with your visual identity, which, in turn, enhances the chances of your brand staying in their memory.

Brand Visibility

Every email you send becomes a promotional opportunity. When you include your logo, brand colours, and website link in your email signature, you subtly promote your brand with every communication.

Professionalism & Consistency

An email signature lends an air of professionalism to your correspondence with customers and clients. It shows that you pay attention to detail and care about presenting yourself and your business in the best possible light. Email signatures also ensure and reinforce uniformity in your communications. Regardless of who from your organisation is sending an email, the consistent format of the email signature maintains your professional image and ensures that recipients receive the necessary information.

Access to Your Business

Including direct links to your website, social media profiles, or even a calendar link can ease communication and interaction between you and your recipients. In this way, an email signature offers them quick access to information they may need and further engage with your business.

Building a Comprehensive Email Signature

The company logo is the cornerstone of brand recognition. Placing your logo in your email signature reinforces your visual identity with each communication. It serves as a visual cue that instantly connects recipients to your brand and the values it represents. A well-designed logo not only adds professionalism to your signature but also evokes a sense of familiarity and trust.

Information – Name and Position

Your name and position in the email signature introduces you to recipients; particularly if you’re reaching out for the first time. This personal touch adds authenticity to your communication and helps establish a connection between you and the recipient. By knowing who you are and your role within the company, recipients can better understand the context of your message and how you can assist them.


Vital contact information streamlines communication. Providing your email and phone number allows recipients to easily reach out to you; providing a seamless flow of correspondence. Including your Skype username can be especially beneficial for international contacts, as it offers an additional channel for real-time conversations and video calls.

Social media plays a pivotal role in brand engagement. By incorporating icons or hyperlinks to your Facebook, LinkedIn, Instagram, Twitter and other social media profiles, you extend the reach of your digital presence. Recipients can easily connect with and follow your progress and updates on various platforms; allowing for more versatile interactions beyond email.

Email signatures offer a discrete opportunity to grow your subscriber base. Including a link to subscribe to your newsletter or other promotional content helps you capture the interest of recipients who want to stay updated about your offerings. Including this direct invitation in your email signature can yield a higher opt-in rate and help you grow your email database.

Promotions & Special Events

Leveraging your email signature for promotional purposes can be highly effective. A limited-time offer, discount code, or details about an upcoming event, your signature acts as a space to broadcast important updates. This ensures that recipients are well-informed about your latest offerings and initiatives and further enhances their engagement with your brand.

Designing an Effective Email Signature

Use a Professional Design to Enhance Your Brand Image

In a 1996 memo to his team at IBM, Thomas Watson Jr. said, ‘Good design is good business’. The visual appeal of your email signature speaks volumes about your brand. A professionally designed signature reflects a level of dedication to quality and attention to detail. It’s like having a well-designed storefront that draws customers in. By investing in a polished design, you communicate your brand’s commitment to excellence and make a positive first impression.

Look for Inspiration Online

The internet is a treasure trove of design inspiration. Explore various email signatures, taking time to pay attention to those from companies in your industry or those that align with your brand’s style. This exploration can spark creative ideas for colour schemes, layouts, and graphical elements that resonate with your brand’s identity.

Ensure Graphic Elements Aren’t Stretched or Skewed

Maintaining the integrity of your design is crucial. When incorporating graphic elements like logos or icons, make sure they’re properly scaled and proportioned. Stretched or skewed graphics can appear unprofessional and harm the overall look of your signature. Respecting the original dimensions ensures a crisp and balanced visual presentation.

Importance of Consistent Branding Across Platforms

Your email signature is an extension of your brand’s identity. Consistency across all your platforms – whether it’s your website, social media, or email – reinforces your brand image and makes it easily recognizable. The familiarity created by consistent branding builds trust and loyalty among your audience.

Your logo or a version of your logo should be immediately visible in all your communications and online platforms. This allows customers and clients to quickly and easily identify the brand they are interacting with regardless of the format or platform they are on.

Colours & Fonts

Colours and fonts play a significant role in brand recognition. Your email signature should incorporate the colours and fonts from your brand’s colour palette and typography guidelines. This consistent use of colours and fonts helps recipients associate hues and type with your brand, creating a memorable and harmonious experience.

Graphic Elements

Icons, dividers, and other graphic elements can add flair to your signature. Ensure that these elements are in line with your brand’s aesthetics. For instance, if your brand has a playful tone, use whimsical icons. If it’s professional and corporate, opt for sleek and elegant graphical accents.

Analysing Email Signature Performance for Informed Decision-Making

Gauging the Performance of Your Signature

Just as you monitor the effectiveness of your marketing campaigns, evaluating your email signature’s performance provides valuable insights. It enables you to assess whether your signature is achieving its intended goals and prompts adjustments for optimal results.

Track Open Rates

One crucial metric is the open rate of emails with your signature. This metric indicates how often recipients engage with your emails. By tracking the open rate, you gain insights into the attractiveness of your subject lines and the effectiveness of your sender name, both of which influence whether recipients decide to open your email and view your signature.

Another vital aspect to monitor is the clickthrough rate on links within your email signature. These links could direct recipients to your website, social media profiles, or special promotions. Tracking this metric allows you to understand which links garner the most interest and which areas of engagement are most effective in driving traffic or conversions.

Measure Conversion Rates

If your email signature includes specific call-to-action links, such as signing up for a webinar or downloading a resource, tracking conversion rates is essential. This metric informs you about the effectiveness of your signature in driving desired actions and helps you refine your approach to achieve better results.

Analysing the performance of your email signature over time reveals trends in recipient engagement. For instance, you might observe that certain types of content or promotions lead to higher clickthrough rates. By identifying these trends, you can tailor your email signature content to align with what resonates most with your audience.

Refine and Optimise

Armed with data from these performance metrics, you can make informed decisions to refine and optimise your email signature. For example, if you notice low clickthrough rates on certain links, you can experiment with different wording or placement to encourage more engagement. Similarly, if certain elements consistently lead to higher engagement, you can emphasise those aspects in your future email signatures.

Best Practices for Crafting an Effective Email Signature

Consistent Branding

Maintaining consistent branding across all communication channels is paramount. Your email signature should echo your brand’s visual identity, using the same colours, fonts, and logo that recipients associate with your company. This fosters recognition and trust, enhancing your overall brand image.

Make it easy for recipients to engage with your online presence by incorporating clickable links. Direct links to your website, social media profiles, and any promotions add value to your signature. These links enable swift interaction and encourage recipients to explore further. Wherever possible, be sure to set your links to open in a new tab or window. Many recipients access their mail from a web browser, and if a link in an email takes them away from their inbox and forces them to open a new tab (again) for their email, some frustrations may arise.

Email Address, Phone Number, Website Address

These core details are fundamental. Including an email address, phone number, and website address ensures that recipients can seamlessly contact you. Make sure these are properly formatted and up-to-date, as they are primary avenues of communication.

Social Media

Social media icons linked to your profiles allow recipients to connect with your brand on various platforms. This fosters a broader engagement and provides recipients multiple touchpoints for interaction.

Opt-In Form

If you’re using your signature for lead generation, an opt-in form can be invaluable. It encourages recipients to subscribe to your newsletter or updates; expanding your email list and increasing opportunities for engagement.

Regular Updates

Update your email signature periodically to reflect changes in your role or contact details, or to highlight news, promotions and events. Decide on an update frequency based on industry trends and the pace of changes within your organisation. Changes and updates in your organisation reflect growth and innovation; keeping your signature fresh and aligning it with the latest happenings maintains client and customer engagement.

Disclaimer and Privacy Note

Including a short disclaimer and privacy note adds professionalism and transparency. It can inform recipients about the confidentiality of the email, its intended recipient, and the possibility of unintended transmission.

Best – Best Practices

Text and Number Accessibility

A user-friendly signature lets recipients easily copy and paste text and numbers from your signature. This convenience is essential for those who wish to save your contact details or access your website quickly.

Avoid Placing Important Information in Images

Text within images can’t be copied or read by screen-readers for the visually impaired, and image-based signatures might not display properly – or worse, at all – on all devices or email clients. Vital information, like contact details, should always be in text format.

Use HTML-Coded Signatures

An HTML-coded signature surpasses a plain text or image email signature due to its interactivity, flexible design and layout possibilities. With HTML, you can incorporate colours, fonts, logos, and clickable elements, enhancing brand recognition and professionalism. It allows for creative styling, incorporating images, icons, and social media links. This dynamic format supports visually engaging content, interactive features, and the ability to mirror your website’s aesthetics, providing a richer and more impactful representation of your brand within emails.

Summing Up

Email signatures are an excellent (and completely free) way to increase your brand awareness and loyalty. Regardless of your industry, a well-designed and structured, accessible email signature will provide recipients with all the information they need to get in touch with you, engage with your organisation or make an informed decision.

If you would like to leverage your emails to increase your prospects and be a step above the rest, we offer custom HTML email signature packages for small to medium businesses and positive impact organisations. Get in touch or book a free branding consultation to get started!

Special thanks to Taryn Elliott for the featured image.

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