How To Generate Qualified Leads With Your Email Signature

Generating and nurturing qualified leads is the lifeblood of any business. It’s top of mind for every marketing team, and all team members are always looking for ways to generate and convert more leads.

If you’re a B2B enterprise company, chances are you’re creating content to educate prospective customers on areas in which your product or service can provide value. More often than not, companies create lead generation assets, such as whitepapers and eBooks, to give away in exchange for an email opt-in or for filling out a form. But how do you make sure they generate qualified leads?

The advantage to creating content is that it allows companies to generate soft leads and nurture prospects who are a bit further down the funnel, but it’s excruciatingly difficult to distribute a whitepaper, for example, which is often created for a niche audience that’s already inundated with free content and newsletter opt-in offers.

For B2C companies, ensuring that your offers get in front of the right people at the right time is increasingly more difficult as people’s attention spans continue to dwindle while more distractions are created around consumers.

However, what if I told you that you’re overlooking a simple, passive opportunity that generates, on average, 50-100 meaningful impressions per day from each employee? And that these types of impressions allow you to increase the rate at which you generate qualified leads?

That marketing channel is the email signature, and it can be effectively used in many different ways, which is why we decided to share a few ideas below

We’ve talked about promoting your trade show or event on this blog before.  A lot of SaaS companies put on user conferences or events that cater to their audience. As with anything, promoting the event and getting in front of the right people can be extremely difficult and, at times, costly.

 That being said, when looking throughout your organization from management to marketing, sales, customer support and so forth, employees are interacting with your current customers, prospective customers, and blog readers via email on a daily basis. In other words, the exact group of people you want showing up to your event, which is more or less a marketer’s paradise.

Generate qualified leads with event promotion

 If you’re not hosting an event,  you can also include in your signature that you’ll be attending an event in hopes that you can interact with clients and prospective clients personally at the event. 

If you’re a marketer at an e-commerce business, chances are you’ve spent hours setting up email campaigns promoting a sale or giveaway to your audience that goes largely ignored due to inbox noise.

Where these offers won’t be ignored, however, is when customers or prospective customers are engaged with a team member during an email conversation. Instead of having a boring, static email signature or nothing at all, why not promote your offer through your team member’s email signature while the sale is still live?

One of our clients, a very well known online media company offers discount movie tickets and downloads via their employee email signatures, discounts that you can’t find online anywhere else.  They’ve paid back their initial Xink investment 4 times over via this direct revenue channel.

We all know the qualitative insights from your customers is extremely valuable, but promoting a survey to your audience is extremely difficult. We all are busy, and a 1 in 500 chance of winning a $5 Starbucks gift card isn’t reason enough for us to fill out a 15 question long survey.

However, why not run the campaign through email signatures? The chances of someone filling out a survey after one of your team members was helpful to them is much greater than when interrupting someone’s inbox through a mass email campaign.

Video is an amazing way to create engagement and interact on a more personal level with your audience.

For instance, Vsnap allows salespeople to build context with prospects by attaching videos in their email discussions, which helps recipients relate to a person rather than just another email or faceless company.

Recently, we featured several great email signature examples, and Matthew Bellows, CEO and founder at Yesware, included two video-based customer testimonials in his email signature, which is a lot more powerful than just displaying a written testimonial from a customer. Plus, the fact that two customers love the product so much that they created a video expressing their recommendation is very powerful.


The key difference between promoting a message through an email signature verse an email marketing campaign is the ability to display your message to an engaged audience rather through dialogue rather than competing for attention among scores of other promotional emails just to get your message seen.

While email marketing campaigns offer impressions at scale, email signatures tend to drive significantly higher conversions as they’re shown to a specific, targeted audience. In addition, it’s valuable real estate that is all too often not seen as a way to ensure brand consistency and offer additional value. If your charter is to generate qualified leads for your company, you’d be missing out by not investigating the email signature as a marketing channel.

What about you?

How are you using your email signature to drive qualified leads for your company?  Let us know in the comments.