10 Email Signature Mistakes that Reduce Response Rates

Creating an email signature

Email marketing is a reliable strategy that helps brands engage with their targeted audience successfully. You can increase your business’ revenue by marketing emails that convert customers to make purchases. 

To do so, you need to ensure that important elements of the email are above board. The elements of the email do not entail the theme, images, and content only, but also the signature included at the bottom of the mail. 

Email signatures are also essential in making customers engage with the email or following the desired action. To ensure that you do not mistakenly ruin the emails sent by the business, here are the common email mistakes that must be avoided at all costs to reap the maximum benefits from your email marketing campaign and keep it spam-proof.

1. Font, size and type

The font you use is an essential part of the email signature used for professional purposes. An email signature is not the place for you to get all creative and try out different design elements. 

For example, curly fonts that are nearly unreadable or large sizes can make the signature look unprofessional. The colors you use on the text also matter because they can either attract customers or repel them. 

A professional essay writer from Assignment Help Australia, a service trusted by many for their writing and proofreading requirements, cautions about something important. Going by his expert view, you should not make the mistake of using colors that contradict with the branding of the business. Also, do not make the majority of the email signature colorful but rather, it should be a professional color like black or dark grey. 

For example, you can write the company name in color relevant to the branding but then everything else may be black or dark grey.

2. Including quotes

You need to keep the business’ email signature clean and professional-looking. Therefore, it is in your best interest to eliminate any unnecessary text, which includes motivational quotes. Less is more in this case because if you add unnecessary text, the business might share opinions that contradict the views of certain customers. 

For example, when a business includes a quote that is favored by a certain religion or culture, it might be offensive to some customers. That is why it is best to avoid including quotes, no matter how inspirational you think they are. 

Besides the risk of offending some of the customers, if you include inspirational quotes, they may seem corny and unprofessional to others. 

3. Adding links to all social media profiles

Facebook, Twitter, Pinterest, Instagram, LinkedIn and YouTube are all social media channels that the business might be using for marketing purposes. There may be others that are not included on this list like Snapchat, TikTok, and so forth. That merely indicates that there is just not enough space for you to include links to all social media channels used by the business. 

The digital marketer from Assignment Writers Australia says that when you try to add social media links of all these channels, the email might wrap to the next line or start looking unprofessional. If you add way too many social media buttons, the email might also start taking a lot of time to load

A good example of including a few social media buttons in email signatures is Investopedia. The company only includes buttons of two major social media networks, which are Facebook and Twitter.

4. Forgetting the company number

The purpose of a business email signature is to provide more information about the company. That is why you have to include the address, website, and other relevant information

One of the most important pieces of information to include in the email signature is the contact number. Never forget including the business’ contact number because some customers might need to get some urgent clarification on some matters. 

For example, if the email requires a response about something the customer does not know, he might prefer to call and get clarification. If there is no number, the customer will not bother responding to your email and that is why you should never forget this section. 

Also, when including the contact number, remember to include the international calling prefix. That will help in case a customer from abroad wants to reach you by calling the business. 

5. Having no email signature

A rookie mistake regarding email signatures is not having it in the first place. There are various reasons why it is essential for a business to have an email signature and the most important one is providing more information to customers. Ending your emails by saying, “Kindest regards, John Doe” does not add any value to customers. 

Whereas including more detailed information about the company can help increase the response rate, email signatures can also be used to provide customers alternative options to reach out to the company

Including an email signature also adds that personal touch to the email being sent. That is because customers will feel like they are talking to an actual person and not a robot if they see the name and surname of the sender.

6. Using an image signature

There are various ways of creating and using a signature on the emails you send to customers. You can get various themes from providers and on the other hand, some businesses create their own from scratch. 

Other businesses make the big mistake of creating their email signature and saving it in JPG or PNG format. Never save your email signature as a picture because of three main reasons. 

The first reason is that images can dramatically slow down the loading speed of the email. Above that, an image signature does not translate to a professional business reputation

Also, using an email signature does not guarantee that it will show you the way you expect it. It can appear as an attachment on certain devices or other email service providers.

7. Not updating the signature

Like it or not, the business will face some changes and developments as time goes on. That might cause a need for you to update the email signature used for professional purposes. Do not forget to do this whenever certain information changes to keep the signature up to date and functional. 

If a company does not ensure that the latest industry trends are followed, the recipients will perceive the business as outdated. 

The signature must be kept up to date at all times and with the latest information just in case the audience decides on responding with an on-site visit or call. Therefore, keep all essential data up to date with the latest information about the business. 

When rebranding the business, do not forget to rebrand the email signature also. You need to maintain consistency throughout all marketing channels the business uses, including on your email signature.

8. Adding unnecessary images

Email signatures should aim to avoid images at all costs if they want to incite a positive response. There are many reasons why you should avoid adding images at all costs. 

For starters, images impact the loading speed of emails which means they might not get read in the first place. Another reason is that the image can sometimes be unprofessional or worse infringe copyrights

For example, if businesses add an image they found on Google search just because they think it resonates with their industry, think again as the image might be copyright protected. 

Needless to say, the legal blowback of a scenario like this and another reason is that the image might have poor quality. The latter reason is what makes email signatures look unprofessional and undesirable to customers.

9. Assuming the email will work the same on all providers

You have designed your email signature on Microsoft Outlook, things seem to be looking beautiful but things can get real catastrophic and real quick. 

If you send that email signature that looked beautiful on Outlook to recipients using other email apps and providers, it might get distorted. The most common culprit here is a signature with images. They might turn into attachments wreaking havoc on the appearance of it all. 

Other aspects may also be affected, like the font size and the structure of the words. That makes it important for you to check the email signature on multiple providers and apps to ensure that it is all good. Alternatively, you can just use a responsive email signature template that will adapt to almost every app and provider.

10. Including too much information

Email signatures are not an introductory section or place to list all your skills and job titles you hold. Therefore, keep the information you share on the signature to a minimum and prioritizing the most important first

Contact information should be included but only one number and one address must be used on email signatures. Also, do not add a fax number because no one uses it nowadays but it just consumes space that could be better used for other purposes.

The Bottom Line

Email signatures are very important and can reduce the response rate you get as a business. To avoid those negative results, try to prevent these mistakes from happening at all costs because they can be really detrimental to your business. Remember, include all the necessary information but keep it to a minimum.


About the Author

Scott Mathews is an academic writer and editor working for a college paper writing service that provides custom essay writing and assignment help related to theses, dissertations and college essays. He also has good experience in developing coursework for college students as he has worked for a publishing company for five years.


Would you like to create impressive email signatures for your business? Download Mailbutler for Apple Mail, Gmail or Outlook and take advantage of all its features that will help you look professional!


Do you want to learn more about email marketing? Read this interesting article “How to Effectively Use Emojis in Email Marketing” from our guest contributor Claudia Jeffrey.

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