Top Email Signature Trends For Marketing and Sales Teams in 2022

Emails have long been the dominant channel of business communication, and with more companies embracing the flexibility of remote working, digital communication has never been more important.

With an estimated 333.2bn emails to be sent and received each day in 2022, it’s clear email marketing is only becoming more competitive. That’s why it’s essential businesses use all tools in their arsenal to break through the noise of a saturated marketplace. This includes utilizing the marketing potential of email signatures.

The email signature market is continuously evolving as technological innovations arise, with new trends emerging each year.

With this in mind, I explore what email signature trends to look out for this year and how businesses can exploit these trends to boost email marketing efforts.

Bridging connectivity

As more businesses embrace a new age of hybrid and remote working models, obtaining important feedback is vital to maintaining strong lines of communication and ensuring your customers still feel heard.

Email signatures can help facilitate this through cleverly embedded links to give recipients the vital information they are looking for.

1-click surveys and simple traffic-light performance indicators can all be embedded within email signatures and give businesses the chance to gain crucial feedback at every stage of the user journey.

Appointment booking links can also be included as a handy feature to arrange meetings quickly and easily, efficiently improving communication with customers.

Rendered HTML signatures are best for facilitating these features, since they give more flexibility over simple image-based email signatures with the number of links that can be included and, most importantly, make it less likely emails will be blocked by spam filters.

Optimizing automation

Not only does email automation enable businesses to schedule messaging at the optimal time to reach the greatest volume of customers, it also allows those involved with marketing, sales, and customer relations to speed up their reaction times with minimal input.

Whether sending a welcome email to new customers or product recommendations after a user has bought from your site, businesses need to quickly reach these customers with targeted messaging or miss out on valuable marketing opportunities.

While doing this manually may be possible for very small brands with a limited client base, those looking to scale their business need to use email automation to free up valuable company time to be used elsewhere.

Email signatures can also be automated through a centralized solution, saving businesses time, improving consistent communication, and making it easier for customers to find relevant information. This can include updating email banners to showcase your latest offers, links to specific products or even highlighting recent awards.

Integration and segmentation

When it comes to email marketing, customers appreciate a personal touch, with marketers reporting a 760 percent increase in email revenue from personalized and segmented campaigns.

But personalizing each email signature on an individual level not only wastes time but can also easily lead to mistakes and may hurt your professional image.

Being able to quickly tailor your signature to suit the needs of your company and streamline the process through a centralized platform removes the risk of error and leads to more professional-looking emails.

Having email signatures that are compatible with a variety of devices, such as mobile phones and tablets, is also key to boosting a company’s professional image.

Email signature solution providers continue to look to better integrate their products for all web-enabled devices, as well as seamlessly pair with notable cloud productivity suites like Microsoft 365 and Google Workspace for optimal business usage.

Tracking click-throughs

The needs and external contacts of each department will naturally differ within a company, and each can greatly benefit from using tailored email signature banners to target specific audience segments. This means creating different design variations of email signatures to send relevant targeted messaging.

Email signature solutions can help here by allowing differing signature templates to be applied that communicate a variety of messages to different audiences without compromising on a consistent brand image.

Additionally, the inclusion of tracking links allows businesses to secure real-time, actionable data. This can be used to monitor who is reading your messaging, pinpoint any improvements that can be made, and assess the success of an email signature marketing campaign.

[To share your insights with us, please write to sghosh@martechseries.com]