That’s my email signature. Name, title, company/slogan, mobile. I’d like to think that it’s pretty basic. It’s not overloaded with content, but it’s sufficient in communicating who I am, what I do, where I do it and how you can hear my voice if you desire.

Dave Clarke
Communications Strategist
Churnless — “Work Worth Doing.”

That’s my email signature. Name, title, company/slogan, mobile. I’d like to think that it’s pretty basic. It’s not overloaded with content, but it’s sufficient in communicating who I am, what I do, where I do it and how you can hear my voice if you so desire.

My personal preferences aside, the sig is an interesting element of email communication and etiquette. Too often, we see email signatures so jammed with information that our eyes just glaze over: Name, title, division, company, email address, office number, cell number, fax number, Twitter, Facebook and LinkedIn links (complete with icons), trite words of wisdom about not printing this email or a variation on carpe diem … the list goes on.

So let’s figure out what’s helpful, what’s overkill and how the email signature can be refined:

Name. This is a pretty essential piece. There’s not much to say here, but I do have one suggestion: The name in your sig should reflect what you prefer to go by. I say this from personal experience. My actual name is Francis David Clarke.  Naturally, I’m not going to go by Francis. And David is just so, well, I don’t know — it’s just not me. The point is, I go by Dave and, therefore, my signature reads Dave. Whatever you’d like people to address you as, that’s what should be in your sig.

Title. Your title is helpful if it succinctly communicates what you do. I like to think that the shorter it is, the better.  When you start getting into the lengthy “Senior Director, Vice President of Inter-Department Collaboration” territory, reader apathy begins to set in. All I know is that the person is probably important (which may be the point, of course). But I could also perceive that as, “Well, this guy sure thinks he’s important.”

I understand that sometimes you can’t do anything about your title — this is particularly true within large companies. But it might be worth economizing where possible.

Company. Like your name, this is pretty standard. One idea worth mentioning is to be sure that you spell your company as it’s known. Why? Beyond the obvious, for search purposes. There’s a big difference when I search “LendingTree” versus “Lending Tree.” One turns up emails related to the company, the other turns up threads related to Christmas tree donations. (Not an actual conversation topic in my inbox, but you get my point.)

Website. You should probably include this, especially if you’re a writer, blogger, photographer, Etsy retailer, designer or in any other job where you need to showcase your product or drive traffic somewhere. For neatness, it’s best to hyperlink your company’s name, particularly if you want to drive people to a specific department or area of your site.

Slogan. Personally, I dig this if, and only if, it’s concise. (Of course, I may be biased — see “Work Worth Doing.”) I’d say it comes down to word count. I’d suggest no more than five words. You certainly wouldn’t want to include your company’s mission or vision statement — that just gets verbose.

Phone Numbers. Personally — and I think this might hold true to the web worker community at large — I feel including only your mobile number is sufficient. Who among us is ever more than 20 feet away from his or her mobile? It’s the number by which you’re most accessible. And it’s also the number by which you can be the most inaccessible for those “there’s no way I’m talking to her right now” moments.

Email Address. This is overkill. Think about it. You’re emailing someone and, generally, you’re seeking some sort of reply. The fact that the recipient received your email guarantees that they have your email address. Nix the email address from your sig — it’s redundant.

Fax Number. I suppose people still use these, but the infrequency at which we fax (primarily due to cheap scanners) means that the fax number can be dropped from the email signature. If someone really needs to fax you something, they’ll ask for the number.

Mailing Address. This really depends on your line of work. If your job involves physical product that requires shipping, delivery, returns, etc., then by all means, include your address. Same goes if you’re in billing. If not, and you only occasionally need to share your address, you can leave it out.

Social Network Links. This one’s interesting. We’ve all seen email sigs that include Facebook, Twitter or LinkedIn icons. And we’ve also seen those that have just the links (twitter.com/thedaveclarke, linkedin.com/in/daveclarke4, etc.).  If you’re going to include these elements, here are a couple suggestions:

  • Only include two social methods of contact. Listing every social network in which you participate reads, “See! Look how social I am! I do everything!” This, by default, shows that you’re on those networks for the wrong reasons and all of them are probably void of content. So if you’re heavy on the social media side of things, go with Facebook and Twitter. More business-oriented? LinkedIn and Twitter.
  • Go with links instead of icons. More often than not, the icons won’t display properly in someone’s inbox. They’ll have to “Always display images from rhonda@cupcakesonline.net,” and mobile viewing has its image issues. While it may look sharp in your email, there’s no guarantee others will see the same thing.

Quotes, Suggestions. First, it’s important to point out that these are different from slogans. A slogan reflects a company brand. What we’re talking about here are those inspirational quotes and smarmy admonishments at the bottom of an email. They’re usually pertaining to things like passion, teamwork or recycling. These one-liners — while they can be witty, deep and/or moving — don’t really have a place in professional email communication. Leave them out.

Rich Text Signatures. Gmail recently started supporting rich text signatures. The idea is to allow more customization (think links, color, images, etc.). While this is a great way to template a dynamic signature, don’t go overboard. As we’ve discussed above, your sig file isn’t a resume: Smart, useful, easy content is all you need.

So in the spirit of brevity, let’s wrap it up. Drop your two cents in the comments if you have thoughts on the above or to point out anything I’ve missed.

Dave Clarke is the Communications Strategist at Churnless, a digital strategy and production company that helps businesses satisfy, delight and keep their customers. Follow Dave on Twitter: @thedaveclarke.

Photo by Flickr user Muffet, licensed under CC 2.0

By Dave Clarke

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  1. I worked for an individual who had the longest title ever. And he did think he was very important.

  2. How do you feel about the default “Sent from my iPhone” sigs?

    1. right! beyond basically being an ad for apple, they let everyone know you have an iphone. (side note: having an iphone isn’t special anymore.)

      in the same vein… those “sent from my mobile device – please excuse any misspellings” are terrible. reread your emails before you send – it’s not that hard and doesn’t take much time.

      1. Some people can reread their emails all day and still not know how to spell.

      2. I don’t want people knowing when I’m not at my desk. Why would I want my iPhone to rat me out?

      3. Here’s a tip I read, I don’t know about misspelling a few words though.

        #4: Type “Sent from iPhone” under your short responses. People don’t expect long responses when you’re on your phone. Don’t forget to mispell a few words.

        This all looks graet +1!!
        Sent from iPhone.


    2. Those tag lines “Sent from … (device)” are added by default by the system. It’s not the sender’s fault directly, just more corporate marketing crap. But they can be changed or removed if you look for the option (for example, a blackberry has a web page to manage your phone setup).

  3. And remember to trim the signatures in long conversations. One full signature should be enough. Scrolling past a dozen signatures can get tiresome.

  4. Great points, but I have to disagree on the email suggestion. Depending on the email client you use, it may not be so easily visible in the “from” line. In Outlook, I often have to right-click on the name and view the properties, then highlight the email address in order to copy it to wherever I needed to use it (sending info to a colleague, adding to my database, etc.). And if you’re posting to an online forum like Yahoo Groups, you may not see the email address in the header, especially once someone has replied to the thread.

    So I say – please do put your email in the signature line so I don’t have to jump through hoops to reach you. My $.02.

    1. One additional reason why you MUST include your sig: Your email gets forwarded – often I need to contact someone who’s 3 emails down. The sig is the only way you get their email address

      1. Journey and Veit hit it on the head. I’m constantly having to track down email addresses that were stripped from the breadcrumb trail on a forwarded message. Having it in the signature saves me tons of time and ensures your problem gets dealt with faster.

    2. Agree wholeheartedly. Email address is an essential and very useful component of a sig. You never know what email client the recipient is using, or to where your message will be forwarded.

  5. Where I work our signatures are dictated from on high. We cannot personalize them at all…and they have to contain our personal cell phone numbers, a fax number, and a large graphic. :(

  6. RE: Social Network Links

    I use http://card.ly, which serves as an online business card with links to my social networks and blogs.

    My general signature is as follows:

    Steve Costello
    Computer user groups keep users informed, join one and become an active participant.

    I do have a lengthy signature for work, but that one is mandated by administration, and is really only for internal e-mails in my case.

    Also, I have a five line signature for the email I use as president of a computer user group which consists of my name, title, the group website, and card.ly.

  7. When I kept receiving e-mail that always said “Sent from my blackberry” I had to retaliate.

    “This was sent to the person(s) to whom it was intended, but it is not sent from my blueberry and it was not sent at a time when I was being paid by an employer.”

    No dire warnings that the e-mail should be deleted immediately if you aren’t the person for which it was intended. That’s just ridiculous!

    1. Unfortunately those delete immediatly if you are not the intended person notices are often dictated by industry standards, company policy, SOX, other governing agencies, or in some cases depending on your industry by law.

      No one puts those on by choice.

      Further I think use of FAX number depends on your type of industry. Althoug it is hard to beleive, and even harder to understand why, there are still some industries were FAX use is still prevelent. I myself work in one such industry. Even when dealing with multi million dollar companies they often prefer to fax over something rather than scan it. Smaller Mom and Pop shops may not even have email, but thy have a fax. Our FAX machine runs all day long.

      Some industries are just slow to embrace change.

      1. Thanks, Trudy! I was just going to chime in a similar comment about the extra stuff at the bottom. I’m a tax attorney and the IRS requires that we add a Circular 230 disclosure to all correspondence, email included, that meets certain criteria. Other industries have similar requirements; you can’t just delete those (even if it looks silly) without potential consequences.

  8. heh, I love the comments about adding your own retaliation slogans. Short and informative is my take but am curious what anyone thinks about the .vcf attachments. This is singling out who can open it and there is no guarantee they will know what to do with it. I too can’t stand the auto-sig in replies. New emails only – first email sent or first reply should contain your full signature line, otherwise make it simple after that like

    @mikemost <– though w/a hyperlink

  9. doh! that totally formatted incorrectly / I like previews and post edits

  10. I just realized I’m guilty of a few of these.. I re-state my email, and link to TWO websites. :/. Fixing now; thanks for the article!


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