7 Examples of Email Signatures That Drive Conversions

10 Examples of Email Signatures That Drive Conversions in 2024

While email marketing campaigns tend to get the most attention, a highly underrated tactic for driving conversions is optimizing employee email signatures. With the average worker sending 40 business emails per day, every email signature represents a free opportunity to market to customers and prospects and guide them toward a conversion goal.

When done right, email signature marketing can be incredibly effective. One HubSpot study found that email signatures with a call-to-action converted 4x more leads than generic signatures.

What exactly does an optimized, conversion-driving email signature look like? Here are 10 stellar examples from 2024 along with tips on how to implement them in your own organization:

  1. Promote a high-value content offer

One of the most effective ways to generate leads from email signatures is including a CTA for a relevant, high-value piece of content like an ebook, whitepaper, or industry report. This signature promoting HubSpot‘s State of Marketing Report does several things well:

  • Uses contrasting colors and action-oriented text for the CTA button
  • Includes a compelling headline communicating the value of the content
  • Has the CTA placed prominently right below the sender‘s name and title
  • Keeps the rest of the signature simple to focus attention on the CTA

To utilize this approach, consider what "flagship" pieces of content you have that would be enticing to your audience. Then design an attention-grabbing CTA and place it in your main corporate email signature template.

  1. Drive registrations to an event

Have an upcoming conference, virtual event, or webinar? Promote it in your email signatures to drive more registrations. This signature from a Sisense sales rep advertising their annual customer conference is a great example:

  • The CTA boldly stands out with its signature brand color
  • The value prop of the event is clearly and concisely communicated
  • The signature itself is on-brand and professional looking

You can apply this to both virtual and in-person events. Just be sure to swap out the CTA once the event has passed to avoid outdated promotions!

  1. Offer a product demo, free trial or discount

For B2B companies and anyone selling a product, offering a demo, trial or discount right in your email signature can be a great way to convert bottom-of-funnel prospects. Some tips:

  • Make the CTA specific to the recipient when possible. This signature has 2 CTAs – one for a demo and one for a 20% off discount.
  • Use a sense of urgency when appropriate, such as "Get 20% off – this week only!"
  • Keep the rest of the signature minimal to drive focus to the CTA
  • Consider using an image or GIF to make the CTA pop

This approach works especially well for sales reps and customer service agents engaged with prospects and customers.

  1. Link to a customer story or case study

Social proof is one of the most persuasive conversion tools in marketing. Highlighting a successful customer story or case study in your email signature is a great way to establish credibility. Some best practices:

  • Choose a case study that is highly relevant to the email recipient when possible
  • Call out impressive results or metrics from the case study
  • Include the customer‘s logo or image to add visual appeal
  • Make the CTA text action-oriented, e.g. "See how we helped Acme Co triple revenue"

Client-facing roles like sales and customer success can see great results from this approach. You can even link to a video case study for maximum impact.

  1. Advertise an upcoming sale or limited-time promotion

Fear of missing out (FOMO) is a powerful psychological trigger. For ecommerce and B2C brands, advertising a sale or limited-time special offer in your email signature can compel conversions.

  • Make sure to include an end date for the promotion to dial up the urgency
  • Use active language like "Get," "Save," or "Unlock"
  • If space allows, articulate the specific value of the offer, like "Get $100 Off" vs. just "Get Offer"
  • Consider using an animated GIF to make the CTA eye-catching

This works great for marketing emails as well as transactional emails sent to current customers.

  1. Give a peek at new features or products

Have an exciting new product or feature coming out? Build some pre-launch buzz by teasing it in your email signatures.

  • Include an image or GIF showing the new product to spark interest
  • Communicate the value of the new offering and what makes it noteworthy
  • Provide a way to get early access or sign up for launch updates
  • Use mysterious or intriguing language like "Sneak peek" or "Be the first to get it"

This is a great way to drive engagement and conversions from current customers as well as prospects nearing a purchasing decision.

  1. Direct people to a video testimonial

While embedding videos directly into email can be hit-or-miss, linking out to a compelling video testimonial from your email signature can be a great way to build credibility and persuade conversions.

  • Choose a short, impactful testimonial video (think 60-90 seconds)
  • Put a "Play" button over the thumbnail image to encourage clicks
  • Include the name and title of the person giving the testimonial
  • Optionally, tease an enticing quote from the testimonial

According to Wyzowl, 2 out of 3 people say they‘d be more likely to make a purchase after watching a testimonial video, demonstrating the persuasive power of this approach.

  1. Link to your latest company news or press mention

Particularly for B2B organizations, promoting a recent company achievement, award or press mention can provide an impressive proof point to email recipients.

  • Include the press outlet‘s logo when possible for instant credibility
  • Pull out a brief but impactful quote or stat from the press mention
  • Make sure the news is timely and recent
  • Consider a bold, contrastive color for the CTA to make it pop

Sprinkling in some PR fame in your email signatures is a subtle but effective way to demonstrate authority and expertise to drive conversions.

  1. Feature an employee headshot with a fun fact

Sometimes adding a human touch to email communications can make customers feel more connected to your brand. Featuring employee headshots and fun facts is a creative way to humanize your email signatures.

  • Use warm, smiling photos of employees
  • Get creative with the "fun fact" to showcase personality
  • Link the CTA to the employee‘s full bio or LinkedIn to encourage further connection
  • Use this approach selectively so it doesn‘t lose impact

This lighthearted email signature approach likely works best for customer-facing roles, but can add a nice personal element to any email.

  1. Promote a social media channel or hashtag

Lastly, encouraging email recipients to engage with your brand on social media right from your email signature can be an effective tactic, especially for B2C companies.

  • Feature recognizable icons for the social networks
  • Use a clear CTA like "Follow us for exclusive offers"
  • Promote a branded hashtag when applicable
  • Link to a specific social media campaign or initiative when relevant

Bridging the gap from email to social media helps grow your web presence and provides more channels to connect with customers and ultimately convert them.

Implementing Conversion-Optimized Email Signatures

Now that you‘ve seen some prime examples of conversion-focused email signatures, how can you actually implement them across your own organization? Here are a few tips:

  • Use an email signature management platform to make it easy to customize and rollout new signature templates for the whole company
  • Segment different signature templates and CTAs by department to ensure maximum relevance for recipients
  • Make sure your signatures are optimized for both desktop and mobile email apps
  • A/B test different signature CTAs to identify which perform best
  • Consider updating signature CTAs monthly or quarterly to keep things fresh

By putting strategic thought into your employee email signatures and using them to direct people to the next step in the buyer‘s journey, you can extract more conversions and revenue from every email sent. It‘s an underutilized but highly effective channel that every business should be taking advantage of.