How to Include Sustainability Initiatives in Email Signatures to Improve Customer Conversion

A recent report highlighted that 63% of consumers are more likely to purchase products from companies that prioritize and highlight their sustainability initiatives.

With 7 in 10 customers influenced by a businesses green credentials, it’s important that brands understand the importance of including their environmental activities within their email marketing efforts.

Carol Howley, Chief Marketing Officer at leading email signature management platform Exclaimer, discusses how organizations how use email signatures to help promote sustainability initiatives which can improve customer conversion rates.

The power of eco-friendly signatures: How they can attract conversions

“Consumers are increasingly basing their purchasing decisions on a company’s CSR practices. An email signature that highlights your company’s eco-friendly activities clearly demonstrates your commitment to sustainability, which can resonate with customers and influence their choice toward your product or service.

Understanding and incorporating what a customer wants to see from a brand in your email signature can help them feel heard, understood, and valued. As a result, they’re more likely to trust the brand, which can boost brand loyalty.

Further research also shows that 14.5% of the top email signature users work in marketing and sales. Since these departments directly interact with your brand, incorporating eco-friendly activities into their email banners or signatures is crucial for conveying your sustainability message to customers.”

How to incorporate green initiatives into your email signature to attract customers  

1. Add environmental messages

“Environmental messages are often included in a line of text at the bottom of an email, asking recipients not to print the email they’ve received.

“Adding an environmentally conscious email disclaimer is a smart move. These email footers show customers that you’re committed to being a more eco-friendly business. At the same time, they subtly encourage recipients to reduce paper consumption.

“This can resonate with customers who are increasingly concerned about sustainability and could give you an edge over your competitors.

“Overall, an environmentally conscious email disclaimer is a simple yet effective way for a brand to establish its eco-credentials, enhance its brand image, and connect with a growing segment of the market.”

2. Promote environmental activities with display banners 

“A more impactful way for a brand to promote its environmental and sustainability efforts is by using a display banner. You can use the same text from your footer but make it stand out more within your email signature.

“Alternatively, the banner could highlight an ecological marketing campaign you’re running or feature an eco-friendly charity your company supports, like Greenpeace or Friends of the Earth.

“Since this banner will be displayed in your work email, the environmental message will be seen by potentially thousands of contacts. This shared value builds implicit trust between businesses and consumers, making it more likely that recipients will respond positively to your environmental email signature and engage with the banner.

“A display banner in an email signature offers a powerful tool for brands to amplify their environmental and sustainability messaging. Compared to a green footer, the banner’s increased visibility and flexibility allow it to showcase specific initiatives and reach a wider audience with every email sent.

“This prominent display not only strengthens brand awareness but also fosters trust by demonstrating a shared commitment to the environment, ultimately leading to a more positive brand perception and potentially increased engagement.”

3. Display sustainability awards you’ve won 

“When your organization wins any award, you want to promote it as much as possible. An environmental award should be no different. An award image or badge in your green email signature instantly tells recipients that you’ve been recognized for making your business more sustainable.

“This adds credibility to your email content and sparks conversations with eco-conscious customers. Ultimately, these elements build trust, generate publicity, and can lead to stronger brand loyalty.

“Leveraging these awards in email signatures offers a strategic advantage for brands looking to amplify their environmental and sustainability efforts. This approach combines subtle messaging with public recognition.

“A well-designed display banner enhances brand awareness by prominently showcasing environmental initiatives and partnerships. Additionally, by demonstrating their commitment to sustainability, companies can build trust and credibility with customers, which can ultimately lead to increased customer conversions.

“However, make sure to keep the award you showcase current to ensure your message remains impactful. Promoting an outdated environmental accolade won’t help your sustainable business credentials.

“Ultimately, consumers who prioritize environmental responsibility seek brands that share their values. Showcasing eco-conscious practices in your email signature signals your dedication to meaningful environmental action. This not only builds a positive brand image but also sends a powerful message that can inspire others to adopt similar practices, creating a ripple effect toward a more sustainable future.”