Every email sent is a touch point with a potential customer. Having a banner with the right call-to-action in your email signature can be a powerful acquisition tool.
Each day, an employee sends an average of 40 emails. Every external message is a touch point, a point of contact with potential clients. All these emails have a signature, generated automatically by email software or a signature management tool. And these signatures have become increasingly sophisticated in the past few years, with photographs, contact information… and CTAs.
These CTAs are banners with clickable links embedded in the signature that allow you to redirect the recipient to a new offer, webinar, blog post, or video. In short, it’s the perfect element for acquiring new prospects and nurturing old ones. But it still needs to be done intelligently. Here are some tips:
01.Stay aligned with your branding
Whatever the purpose and content of your CTA, it must be easily associated with your company. In other words, keep to the same visual and written aesthetic by using the same color palette, font, icons, and tone as in other media. Ideally, the person viewing the banner should be able to associate it with your company. If they aren’t familiar with it yet, the banner will act as their gateway to the brand.
02.Set an objective
The call-to-action can serve different purposes depending upon its content and the page to which the prospect is redirected. This purpose could be presenting a (new) commercial offer, seeking candidates for a position, or presenting recently published content. In all cases, you have to offer a preview: a product photo, a headline, a screenshot from social media, the position to be filled, etc. The email service or signature management software will offer various CTAs adapted to different types of content.
03.Choose the right words
The signature is not the central element of an email—on the contrary. The reader won’t devote more than a few seconds to it, hence the importance of choosing succinct but catchy wording. Avoid writing a whole paragraph about the history of your business or your new offer—the reader will ignore it. Limit yourself to a few words that will capture their attention.
Some examples ?
- “Check out our new line”
- “Access my account”
- “Click here for a 30% discount”
- “Request a demo”
- “Listen to the last episode of our podcast”
- “Read my latest article on web marketing here”
It all depends on your objective, the reader’s place in the acquisition funnel, and the tone you usually employ.
04.Give a good reason to click
To encourage readers to click on the signature banner, you can offer them a reward that’s only valid for a certain window (“Take an extra 30% off… this week only!”). But be careful, this kind of message has to be calm and friendly—not try to “sell at any price.” This threatens the prospect’s trust and you risk being written off as a spammer. Another idea is to offer the reader targeted content: an article on inbound marketing for a CMO, a report on recruiting for HR teams, or a podcast about finance for a CFO.
05.Put a button in the banner
The whole banner of your email signature is clickable, but placing an obvious button inside it will encourage the reader to click. It reminds them of buttons they encounter in the real world—in web design, this is called skeuomorphism. It’s a way of hinting to the reader that they can click on the banner.
06.Don’t forget to add your contact details
The CTA is an essential element of your signature, but it shouldn’t get in the way of its primary role: introducing you. So give your name, title, and contact details first, then show the banner. The banner shouldn’t take any more than 80% of the space devoted to your signature. Remember: email is a direct and personal means of communication with your contacts. Readers should be able to contact you and easily “position” you within the company.
07.Adapt the banner to the context
If you communicate regularly with the same prospects, they’re already familiar with your banner. They’ll take it for granted, making it less effective. To bring your banner back to life, remember to change it regularly, either with updates and news from the company, or seasonally—New Year’s greetings, summer vacation, the holiday season, etc.
A CTA in the form of a clickable banner in your email signature is a great way to nurture and build awareness without overthinking it, and also bypass algorithms. But there are ways to optimize its effect, encouraging the reader to click on it without insisting. To avoid having to think any more about it, use an email signature management tool like Letsignit.