Attorney Marketing Strategies: Tips for Developing a Good Email Signature Block (Part 2)

The use of graphics and disclaimers in email signature blocks should be done carefully to avoid drawing attention away from the crux of your message.

The use of graphics and disclaimers in email signature blocks should be done carefully to avoid drawing attention away from the crux of your message.

In continuation of Legal Marketing Strategies: Tips for Developing a Good Email Signature Block (Part 1), the following provides some additional tips that can help you develop a compelling email signature block that may be a free, effective marketing tool for your law firm. While Part 1 of this blog focused on building the foundation of an email signature block and discussed some important links that lawyers may want to include, here in Part 2, we will discuss the use of graphics and disclaimers in signature blocks.

Once you have built the basics of your email signature block, consider the following:

  • Use graphics sparingly: While including graphics within your signature block can be an effective way to capture a reader’s attention while also saving crucial space in the bottom of the email, be careful that you do not include too many graphics and that the graphics you do choose to include are not excessively large files. An excessive amount of graphics in a signature block, as well as larger graphics, can be irritating to recipients who may be reading your emails on mobile devices (which can have a counterproductive effect to trying to send a positive message about your law firm). It may also increase the likelihood that some readers will not open or read your emails in the future.
  • Be careful about your use of disclaimers: Although it may be tempting to thrown in a lengthy, comprehensive disclaimer at the bottom of your email signature block, the effectiveness of this disclaimer versus the potential harm it could do in obscuring the message in your actual email should be weighed out carefully. In some cases, you may be legally required to include a disclaimer in your emails; if so, only include the text that is necessary, and consider adding this text in smaller font that the rest of the email and the signature block to reduce the chances that it will overpower the crux of the message being delivered. If you are not legally required to include a disclaimer in your emails and the use of one does not add any meaning or real indemnification to the message, then it may be better to avoid using one altogether. 

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