10 Mistakes You Should Avoid in Email Signature Design
If you represent a company or brand, your business-related emails should feature a signature. The reason: apart from listing your key contact information, an email signature serves as a powerful marketing tool. By using it properly, your brand or business can generate leads and convert recipients to customers with no hassle.
To have your email signature work for you, your task is to make sure you’ve set it up right. So let’s look at 10 most common mistakes to avoid in email signature design.
- Your signature is too large
Keep your signature concise: it shouldn’t take significantly more space than the text of your emails. You don’t need to fit everything into your signature. Some things should be excluded altogether, such as:
- Your email address (you are already writing from it)
- Your physical location (unless you’re a brick-and-mortar store)
- Your personal social account links
- Random inspirational quotes
- No contact information
In some countries like the UK you have to include your business contact details in the email signature. But even if you are not obliged to do this, it is still good to let people know how to stay in touch with you (other than through email communication). A phone number, website URL, Skype name, or link to a LinkedIn profile would work fine. But again, you don’t have to list all of these.
- Information used in your signature is outdated
Keep all the contact details, URLs, social profiles and images up to date. If you are using promotional links, make sure that the offer you are promoting is still on. Review your signature once in awhile.
- Overly contrasting colors
While colors are great, using many of them can result in a disaster. Decide on a specific color palette or stick to a gradient. Let your signature be vivid but tasteful.
- Low-readability fonts
These can be non-standard fonts, small fonts, ornamental fonts, etc. Make sure that your font is supported across multiple devices, all mail clients and all main web browsers. Then make sure you can read the signature. Test it, if necessary, with a couple of recipients.
- Not-clickable or non-functional links
All links in your email signature should be clickable. Moreover, they should direct to the page they are supposed to lead to. Also, provide your actual website URL in the signature, not just a hyperlinked “My Website” caption.
- Your signature is an image
Another grave mistake would be making your entire signature an image. Although it might look perfect, it won’t serve your marketing purposes: your recipients simply won’t be able to copy your contact information. As you know, few things can be worse than hand-typing an URL into the address bar.
- Long and unnecessary confidentiality clauses
If you are dealing with sensitive corporate information on a daily basis, a confidentiality clause is required. However, if you are not sharing anything like it in your emails, you might consider omitting it. In many cases, a confidentiality clause is large, distracting, or written in incomprehensible legalese (which means that nobody will read it). So, if a confidentiality clause is an absolute must, at least make it concise and written in human language.
- It’s not mobile-friendly
In 2017, more people are reading emails on their mobile devices than on desktop. Make sure it looks good on both Android and iOS. Bear in mind that emails are displayed vertically, which means the length of lines is automatically reduced. Most importantly, test your signature before sticking to it.
- No call to action
CTAs are every marketer’s best friends. If you want people to perform an action, just ask them to. If you want people to contact you, you might just write so. If your email signature features a link to your latest offer or a fresh article, just include the text that says to check the offer or read the article. Let the caption “Follow us” come before your social buttons. Still, don’t make your signature too salesy by flooding it with CTAs.
Your email signature helps your recipients stay in touch with you. But, more importantly, it makes it easier for you to promote and showcase your business, and even gain new customers. So, make your email signature work. Follow the basic design rules and avoid critical mistakes. See what good email signature examples look like or use an online tool to generate your custom signature for free.