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Brokers: Your Email Signature is Losing You Clients

Email is an extremely effective way for financial brokers to acquire more clients.

But if that’s the case, shouldn't your email be working its hardest to create the right impression and persuade your email recipients to do business with you?

Even more than content, consistency is king. Just ask marketing and psychology professor, Robert B. Cialdini.

Consistency Convinces

According to Cialdini’s findings, which he shares in his important book Influence: The Psychology of Persuasion, “the power of consistency is formidable in directing human action”.

power of consistency quote

What does this have to do with your email signature?

An email signature is a powerful marketing tool that affects the psychology of your email recipients and how they perceive you.

Only a broker who is truly invested in their business and aims to look professional with each mail sent will invest in an email signature and give themselves and their business a professional standing. Said another way, a professional looking email signature enhances a professionally written email through the power of consistency.

A professional email signature quote


So here are the elements that can help you optimize your email signature and generate more business:

1. Your Phone Number

Did you know that 40% of people don’t leave a landline number and 72% don’t leave a mobile number? I couldn’t find a specific number for those that don’t leave any number at all - but it does happen too often. Your phone number is not an aesthetic part of your email signature. It’s a vital part of your business. Omitting it, can cause your client unnecessary frustration. Don’t leave it out.

  1. Social Media


Only about 5% of emails signatures contain links to social media sites. That’s a shame, because your clients expect to find you on social media. By including social media icons that link to your social profiles you pique curiosity, enable your email recipients to see who is following you, introduce them to your content and allow your client to get to know you.

Steering people to relevant social media outlets is a must. According to a Putnam survey brought by Advisor Websites, “64% of Financial Advisors use Linkedin and 56% of them gained new clients” and “36% of financial advisors use Facebook… and 83% of them gained new business this way.”

Social media is a way to welcome your target audience into your world of clients and followers and is an important first step in building trust. One caveat: only share social media outlets that are relevant to your profession.

  1. Your picture

Most people don’t know this: by using a picture of yourself in your email signature, you’re opening yourself to a whole lot more interaction. In fact, percentage wise, more people will respond to your email if there’s a picture of you, than if there isn’t.


Because when people see a picture of you, in their mind it translates into already meeting them. And if you’ve already met, then it’s that much easier to get in touch and impolite not to.

It’s back to psychology. We’re just wired that way.

Realtor signature upload

  1. Dynamic Email Signature App

At WiseStamp we’ve developed an email signature app that will enable you to link to your latest Facebook post, LinkedIn profile, blog post and latest company news.

If we’re in constant motion, always acting to improve our business, post more content, sell more products, why should our email signature be static?

  1. Have More than One Signature

Your email signature should reflect the sales process. By having more than one signature you can target prospects one way and prospects that have made inquiries in a different way.

Are you using your email signature helping you promote your business? Let us know, in the comments section below!


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Written by Liat Behr
Liat is a content wordsmith at WiseStamp and copywriter at Ink of Imagination. She delights in creating and sharing valuable tips and helping businesses craft effective content. When she’s not writing content, she can be found in the world of fiction, embarking on adventures with her characters.
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