Your email signature serves multiple purposes. It’s a branding tool, part of your marketing efforts, and sometimes the last and only impression you can make on someone. Yes, your email signature is extremely important so getting it right matters.
Here are a few tips on how to improve your signature so that it works for you, not against you.
If an email signature can’t be read, it’s not useful. Black text and a simple, easy-to-read font is best. Avoid bright colors, effects, and “artistic” fonts. You want the reader to read and understand the information, not be blinded by a kaleidoscope effect in your name.
>Does your phone still read “Sent from my iPhone” or “Send by the Android…?” While the vast majority of people understand you’re emailing from your phone, seeing the default signature sends negative signals. Not only does it say you can’t be bothered, don’t know how, or refuse to change your signature, it also implies you’re emailing in a rush. It’s also a wasted opportunity to make sure the recipient knows exactly who they’re talking to.
Spelling and grammatical errors should never be in your email signature. You look unprofessional, sloppy, and like you don’t care. It’s hard to see mistakes in something you’ve created so ask someone to look it over for you. Make sure all the information is correct, especially your phone number!
Does your company or brand have a well-known slogan? Are you known for something within the community? Don’t be afraid to add it to your signature. Remember, this is your chance to let people know exactly who you are. By adding this small touch, you’ll stand out among every other bland signature which is great when you’re talking to a new lead.
The urge by many Realtors® is to include everything and the kitchen sink in your email signature. You want people to find and connect with you anywhere and everywhere. The problem, though, is that the longer your email signature is, the less likely anyone will be to read it or use the information in it. You also make every reply thread longer than it needs to be. Simple really is best.
What should you absolutely include in your email signature?
What might you want to include as well but is definitely optional?
You’re looking at that scaled down list and thinking, “But what about social media? What do you mean I don’t automatically need a physical address or fax number? How will people know where to find me?!” First of all, they know where to find you because they’re emailing you. Secondly, in order for any type of content (including your email signature) to be a good tool for your business, it must be useful.
If it’s important that your social media links be included, use About.me to create a single page for all the places someone can find you or create a page on your website that does the same thing. Change the link in your signature to different Calls-to-Action depending on what you’re focusing on at the moment – home valuations, attracting buyers, promoting your Facebook page, etc. This also gives people you email frequently something new and fresh to see.
What doesn’t need to be in your email signature?
Feel free to experiment with your email signature to find what works best for you. Swap out the links and simplify your message. And don’t worry quite so much about getting every single detail into your email signature. If they’re emailing you to get information, they’re already interested. Use your knowledge and personality to win them over, and they’ll find you on social media or visit your website.
Former Communications Director for a local Realtor Association and a big cheerleader for all things real estate related, Michaela is now a full-time freelance writer specializing in real estate and other business industries. When she's not writing the serious business-y stuff, she's likely to be found writing about the hilarity of being a Mom to two rowdy boys.