Email Signature Content: Best Practices

Email signatures are a marketer’s nightmare. A person can have a sexy email signature that doesn’t display in Gmail, but looks great in Outlook. It might not display correctly in mobile, but look great in all other email delivery systems.

This article will outline best practices for your email signature design that increases the probability of your signature displaying correctly across all mail delivery systems.

Why do email signatures not display consistently?

Email signatures are email header metadata, much like an email’s subject line or email’s return address. When email is sent the email’s metadata is added to the email before it is delivered to various mail delivery systems that collect and deliver email across Internet service providers (ISPs).  In short, email headers vary from mail server to mail server, and therefore so will your email signature.

Using Email Generators

Creating a email signature that works the same for every mail delivery system is difficult. For example, an Outlook 2013 user will see your Signature different than an AOL email account or even Yahoo! Mail. Using different design elements such as the number of links, pictures, complicated formatting, etc. can make it even more difficult for your signature to consistently display correctly.

The simplest method is to use a free email signature creator such as Hubspot or Campaign Monitor. Both of these email signature generators allow you to create a cool signatures with simple templates that are an easy copy/paste into your email signature field. The downfall to these signature creators is they really aren’t very customizable beyond the free templates they offer.

Paid email signature services have more design flexibility and a centralized management tool for employees, such as Email Signature Rescue. This services guarantee some level of display assurance but even these paid email signature providers sometimes may not display correctly across all mail delivery systems every time. If your company has more than 10 employees an alternative to Email Signature Rescue would be a cloud-based platform such as Xink (there are many options out there).

Content to Include in Your Email Signature & Examples

email signature examples

Using these content suggestions will ensure your email signature is consistently displayed and delivered. Here are recommendations on what should be included in your email signature –

  1. Employee full name
  2. Position Title
  3. Phone Number
  4. Company Logo with embedded link to website
  5. Social media icons that link to company pages; private account links might make sense for some businesses.
  6. Email address (NO!) Your email address is in the “sender/from” field of your email.


  1. If you work in a business to consumer (B2C) position such as mortgage or real estate, consider using your head shot in your email signature to add some personality and recognition.
  2. If you have a big company announcement, change of address, or product launch, it’s nice to add some lead-in text to the bottom of your signature to increase conversions to your website.

The days of using a boring, plain text email signature are over. With the help of an email generator like HubSpot you can create your own signature that looks professional and displays consistent more often than not. Simply pick from one of their many templates then customize with your company logo, contact information, social media links—whatever suits your brand best. It couldn’t be simpler!

To better engage with your customers, get started creating your professional email signature today!