When it comes to email marketing, understanding how to design an email signature is crucial. These signatures serve as a cost-effective way to re-engage with your current customers. Successful businesses have realized the underestimated potential of their email signatures in conveying information about new products, services, and promotions.
Instead of regarding email signatures solely as contact information, see them as tools for raising awareness about the value-added services and products your business offers. Let’s explore ways to revamp your email signature, making it more effective and showcasing your business to a broader audience.
Design with Mobile in Mind
Ignoring the mobile aspect of email signatures can have consequences. According to Campaign Monitor, a staggering 70% of people read their emails on mobile devices. Therefore, it is imperative to test how your email signature displays across various screen sizes.
Contrary to common belief, email signatures aren’t universally compatible across all email clients, much like web browsers. Email clients employ distinct HTML rendering engines, leading to variations in how signatures are displayed. Additionally, mobile and tablet screens are smaller than desktop screens, so limit the width of your signature to ensure it remains legible and clear. Vertical layouts tend to work better on slim mobile and tablet displays.
Include Only Essential Details
Include information critical to your business and the services or products you offer. For instance, a plumber providing a “to you” service should mention the areas they serve and the services they provide. Conversely, an accountant might focus on contact details, formal qualifications, and office location.
Your email signature should always contain essential contact information, such as:
Avoid including non-essential details, as they can divert attention from crucial information your customers need.
Fonts can significantly influence the appearance of your email signature. The wrong font choice can make the signature hard to read or miscommunicate emphasis. Stick to your brand guidelines when designing your signature. If you lack brand guidelines, consider using the same font from your logo or website to maintain consistency.
Choose Colors Wisely
Similar to fonts, limit your color selection to 2-3 different colors at most. Staying consistent with your brand’s color scheme is crucial. Failing to do so can result in your logo looking out of place and your email signature appearing generic, potentially harming your brand image.
Use High-Quality Images
For sales or account managers who interact personally with clients, adding a profile picture can add a personal touch to your email signature. Ensure you use professionally taken, high-quality images. Both PNG and JPEG formats work well with email clients. If your logo has a transparent background, save it as a PNG to avoid a white background.
Pay Attention to Element Spacing
Maintain consistency in line and image spacing to improve readability. Consistent spacing gives your email signature a professional and clean appearance and helps clients find vital contact information easily.
Be Aware of Size
Consider both the pixel size (physical screen size) and file size (in kilobytes) of your email signature. For mobile and tablet devices, aim for a narrower design due to smaller screens, approximately 320px (width) x 600px (height). For desktop devices, a slightly wider signature at 700px (width) x 300px (height) works well.
When it comes to file size, strive to keep your signature under 50kb. Large email signatures can consume valuable server space and affect email delivery.
Test Your Signature
Email signature compatibility varies across different email clients. To ensure your signature looks perfect on all popular email clients, conduct tests. Send emails with your signature to various email clients, including Outlook, Gmail, Live, MAC Mail, Firebird, Apple iPhone, and Android. Solicit feedback from friends and family using these clients to get a clear idea of how your signature displays.
Things to Avoid
- Don’t clutter or overcomplicate the design. Simple, clean designs are more effective.
- Be cautious when using GIF animations, as they are not supported by many email clients.
- Avoid using inspirational quotes unless they serve a specific purpose, such as a testimonial or a quote from the CEO.
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