Hey everyone, it’s Alec here from Predictable Revenue. As an Account Strategist running dozens of our customer’s outbound campaigns, I can tell you that email signatures are very important. I once modified one word in the tagline of an email signature and saw the positive response rate go from 2% to over 10%!
Have a look at some of our tips below:
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According to a study by the software company Varonis System, the average person receives up to 100 emails per day, with some receiving upwards of 500. We all know the struggle, but quantifying it makes it that much more real. As a result, most people don’t have enough time to open and read every email. However, if your email headline is interesting enough to actually get people to click into your email (nice work!), the next step is to make a lasting impression. This is where your email signature comes into play.
Overlooking email signatures is a fairly common practice. Many figure that it’s not worth thinking about—it’s just your name and title, after all. When you’ve already captured a reader’s attention, why let an opportunity to further engage them go to waste? By crafting an effective email signature, you create an opportunity to sell your product or service, recruit potential employees or create general awareness for your company.
In a recent Fast Company article, Melissa Cassera of Cassera Communications, wrote “it’s easy to forget that once the reader gets through the subject line and body of your email, there’s one more chance to stand out. I look at the email signature as an extra chance to sparkle and delight.”
To make your email signature “sparkle and delight”, there are a few things to consider.
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Include a Tagline – Because of the nature of cold emails, including a tagline in your email signature allows you to communicate the value proposition of your company; an opportunity to convert a potential customer. When crafting this, think about how you would phrase the title of an ad in order to get clicks. Your tagline needs to be just as persuasive, while also being concise and clear. It’s also recommended to test multiple versions to see which tagline performs better. Think of an email signature as something that adds context to your emails, especially if this is your first impression. For example if your email headline is a question like, “Who manages your company’s CRM?”, a possible tagline could be, “Let us help solve your CRM problems with finesse.” Creating cohesiveness throughout your email is more likely to create a lasting impression.
Include Links and Contact Info – Whether it’s your company’s Facebook, Twitter, LinkedIn and/or Google Plus page, include a link to the social media profile you’re most proud of and where you’re most active. For example if you’re a lawyer, the most appropriate social media profile to include would likely be your LinkedIn page, as potential clients may want to see your previous experience. Along with one or two social media profiles that allow your company to stand out, include your contact number, for obvious reasons. A phone number lets people know there’s actually someone to talk to if they need help, it also opens up direct lines of communication, which never hurt when you’re hustling for a sale. Most importantly, keep it simple! Making your contact information clear and easy to understand ensures that the potential customer will have no trouble getting ahold of you.
Anchor Text of Included Links – Lastly, it’s not just about the links that you include—it’s how you frame them. This means that you need to constantly test your email signatures. For example we had two campaigns where by adjusting tiny aspects of the signature, there was a considerable difference in results. In the first campaign, we removed one word from the anchor text and saw an immediate boost in positive response rate. In another campaign, we adjusted three words and saw an immediate 50% increase in positive response rates. The biggest lesson we learned from this was to keep the copy simple, basic and easy to read. There’s no need for extra fluff.
Every email you send should be viewed as an opportunity. Because of the ever increasing amount of messages piling up in prospective clients’ inboxes, it’s important for you to set yourself apart. Next time you’re about to create a well executed email signature, keep the above three tips in mind.