Marketers know that, for a business to thrive, they need to have happy customers that are willing to not only come back but bring others with them.

While email communication is a perfect way to create a positive customer experience for your subscribers, as well as improve your brand sentiment, it can sometimes feel as though it lacks the personal touch and interactivity that an in-person conversation offers.

Misinterpreted emails can leave customers and other recipients feeling disengaged or leave the interaction with a negative view of the company or the individual.

That’s why I’m sharing my top tips on how to use email signatures to both improve and engage customers in online business communications.

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Developing user experience

Both customers and employees benefit directly from bolstering the user experience. Because employees tasked with contacting clients are on the frontline for your business, why not start by providing them with a professional email signature?

A refined email signature should be personalised enough to help make the content as accessible as possible to the recipient.

With mobile accounting for over half of all web traffic, and email being the second most popular activity on mobile devices,  while most emails may be written and sent from a desktop, they will be more  likely  read on a mobile device.

This is why its important companies optimise emails for smartphones and tablets so as to boost customer satisfaction with their service.

If a company’s email content and corporate email signatures aren’t mobile-friendly, they miss out on the opportunity to better engage with their subscribers.

By making the email and its content easy to navigate on a mobile, users who receive the email will get the best experience possible.

Encouraging customer feedback

Most companies already have email signatures in place to provide information about who they are along with an employee’s contact details. However, some businesses may not realise the true potential email signatures can offer when engaging with their customers.

Feedback plays a vital role in business development. However, it can be tough to accurately gauge customers’ thoughts.

Simple changes to your email signature can help your business gather the customer feedback you need to improve your service.

Whether it’s through 1-click signature surveys or simple traffic-light performance indicators, email signatures are a natural place for these to be featured.

By using this tactic in your email signatures, you’re offering a quick-fire selection of feedback options for customers to provide real-time feedback on your business offerings.

Best of all, it’s easy to implement. Once you’ve added the survey to your email signature, there’s nothing else you need to do to gather feedback.

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Maintaining relationships

Over the last 18 months, the majority of businesses have had to move to digital channels for much of their communication.

Whether it’s through email or internal messaging services, many of us miss the connection of in-person conversations.

Email signatures open the door to improve long-standing business relationships. By including a headshot photo in your email signature, it helps recipients put a face to the name. This helps to humanize every interaction with customers.

You could also add links to pages such as ‘Meet the Team’ on your website or even personal LinkedIn profiles. This further helps to establish and maintain meaningful connections between company and client.

Pointing them in the right direction

With almost 320 billion emails estimated to be sent and received each day in 2021, email signature marketing is something businesses can’t afford to miss out on.

These days, consumers don’t have the time or energy to trawl through websites in the hope they find the information they need.

Adding eye-catching promotional banners can instantly make an impact over email and by adding an all-important call-to-action, recipients can click through to specific landing pages, your latest content.

Social media icons are a non-intrusive way to get customers to visit your social media channels, where they can better engage with your company. By adding social icons, you provide an opportunity to show them more of what you do and offer. This increases familiarity and trust with your brand through prolonged engagement.

Maintaining consistency

Keeping every email signature on brand is the key to success. While the role of email signatures has taken on many more responsibilities, from marketing to security and legal purposes, making sure your signature is consistent across the business is important.

Different departments talk to different business leads, which means your marketing team can ensure relevant messages are added to certain signatures so they reach the right audience.

For example, you could include a link to your latest case study in an email to a potential partner or an attractive offer in an email to new customers.

However, employees manually editing their email signatures not only wastes time but can mean an inconsistent brand experience for the customer if mistakes are made.

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