We all know how essential it is to provide the right content at the right time to our current and prospective customers. The more we understand our potential buyers and their journey, the more likely we are able to deliver them engaging content that resonates and converts them into loyal clients.
And although many marketers still often underestimate the importance of a professional email signature. This small element can help strengthen your marketing and sales efforts. Today, we are going to talk about sales email signatures and the ways to align them with different stages of the sales funnel.
If you already have an email signature, are you sure it is a good and not an average one? Maybe you need to revamp it for 2019 and give it that “pop” factor? Here is a list of the most important design tips and trends in 2019.
A professional headshot in your email signature for sales can go a long way to making more personal connections over email. Customers like to know who they are speaking and working with.
If you use a company logo in your email footer, and it is blue and red, it will look misplaced if you choose to use green and pink font colors. Use the colors that reflect your brand.
A few contact options are fine, but it’s better to avoid including multiple addresses, phone numbers, and social media buttons. Instead of providing the reader with more options, you will just make your email footer cluttered and tasteless.
If you’re representing a company, you need also add its name and your title at the company.
In recent years, the usage of smartphones and other mobile devices has raised dramatically. Chances are your customer will open your email message on a mobile device. That is why the design adjusted for mobile readers is vital.
Today, social media networks provide another convenient way for your customers to connect with you, which can be an essential part of establishing an ongoing business relationship. But be sure to include only your most professional social media accounts. For example, LinkedIn is an excellent choice for medical practitioners; Instagram is a great choice for photographers and other creative minds. Don’t link to frivolous or irrelevant social profiles.
To engage people in the right way at the right time, it is critical that you understand each potential customer’s pain points and the buying stage they are in. If you ignore these things and your call to action (CTA) doesn’t match the intent of your recipients, chances are you are going to see a sharp drop in conversions for a given piece of content. So let’s go through sales funnel stages, types of content to use, and calls to action you can include in your email signature design.
This is the introductory stage where prospects are searching for solutions (often not so specific) for the problem they have. They are trying to learn who you are, what you do, and how you can help them. At this phase, you don't need to concentrate on pushing or promoting any specific product or service, but on educating your audience.
Marketers typically use the following types of content:
For the Awareness stage, they commonly use calls to action that include phrases such as “How to…,” “The best way to…” “What is…?” “Learn how to…,” and others.
The following phase starts with sharing valuable content related to your potential buyer's need. Some examples of offers for the Discovery stage include:
Here are some Discovery-related keyword phrases: “The pros and cons of,” “A comparison of,” “Download your free eBook,” “Schedule a free demo.”
During Evaluation, your prospects are taking a very keen interest in your product or service. Help them understand why your product or service is the right choice for them.
Your email can be focused on the following things:
When creating CTAs for this stage, try to make them far more specific and customized toward the buyer persona you are working with. Here are some examples: “A comparison of,” “Watch a product demo,” “Start a free trial,” “See customer testimonials,” etc.
At this point, your prospect has already decided to buy from you, but the deal hasn’t been closed yet. This is the stage where prospects might need the extra push to buy your product or service.
You may choose to offer:
Here are some Intent-related CTA phrases: “Get your membership access now,” “Sign me up,” “Yes, I want X!” “Activate your 20% discount now!”
You might also like: “How to Write a Follow-up Email After a Sales Proposal to Seal the Deal.”
Here is when your prospect becomes your new customer. At this stage, it is important to show the buyer that you value them by saying thank you and following up with support details/resources.
You may choose to offer:
Here are some CTA examples for the Purchase stage: “Get you set up guide,” “Yes please: Send me the coupon” (for the next purchase).
After the deal was closed, you should continue working to keep your customers interested and delighted so they come back to you for more. So, the Loyalty phase is a perfect moment to follow-up to check how the product is working, look for additional sales opportunities, or ask for referrals.
You can ask recipients to:
Here are some examples of calls to action for the Loyalty stage: “Get invite link” (for customers' friends or colleagues), “Review us on Google,” “Take the 2-minute survey.”
When your company has dozens or even hundreds of people writing marketing emails to potential customers, it is critical to keep all email signatures uniform to bring more consistency to your brand. A robust email signature generator paired with an efficient email signature management software can become a real lifesaver. So, if you want to put the professional uniform signatures into practice, try NEWOLDSTAMP. It is a free email signature software compatible with almost any email client. With NEWOLDSTAMP, you can control and update all company signatures in each department separately.
Also, you can add promotional email signature banners to skyrocket your sales and share special offers, company announcements, or upcoming events. Creating the best email signature templates for your team has never been that easy!
Read our blog post: “10 Benefits of Email Signature Management Software to Make Life Much Easier.”
You may need your audience to take various kinds of actions: download an eBook, sign up for a webinar, buy a product or service, take a product tour, read your blog post, share, provide feedback, and many others. However, not all calls to action are created equal. It’s not enough to just add a bright “Buy now” button throughout your sales funnel. Remember that the performance of your call to action will depend not only on its design but also its placement throughout the buyer’s journey. A CTA performs best when it is relevant to the content it is placed in, as well as the reader’s intent. For example, creating a “Buy now” CTA at the top of the funnel (when the prospect only starts research) usually doesn't make any sense.