A strong email closing is essential to increasing response rates, driving conversions, building positive brand awareness, and more — and there’s data to back it up. Even just using variations on “thanks” as an email sign-off can increase response rates by as much as 36%.
Why email closings are critical in driving engagement and sales
Let’s be honest. In business, no one sends an email to just connect or stay in touch. We send emails to drive action, create positive impressions, strengthen relationships, generate leads, etc. To pull that off, good email closings are a must.
In the same way, an otherwise professional email that has a bad closing can impede your success and lead to missed opportunities.
The anatomy of an impactful email closing
At its core, a good business email has a specific anatomy made up of three primary elements:
An engaging and thought-provoking body
In a similar way, an impactful email closing is also specific in structure and what it includes. Here’s what your closing should include:
A call-to-action (CTA)
First, you need to have a clear call-to-action (CTA). What do you want them to do (e.g. get a quote on a new product or service, schedule a meeting, etc.)? How do you want them to do it (e.g. click this button, reply to this email, call this phone number, etc.)? Be sure to include any relevant timing (e.g. by next week, before the end of the quarter, etc.).
Once you’ve included your CTA, see if you can find a way to restate it again. A reminder can work well, as long as it doesn’t come off as heavy-handed.
The email sign-off
The sign-off is the part of the email, such as “Sincerely” or “Best Regards,” that directly precedes the sender’s name. While most professionals understand that overly casual farewells like “Later” or overly intimate ones like “Fondly” can feel out of place, the right sign-off can still make a meaningful impression.
Opting for a polite, professional, or appreciative closing, such as “Thanks” or “Best Regards,” can show consideration for the recipient and reinforce your message. Adding a personal touch, like typing your name manually instead of relying solely on an automated signature, can also make the sign-off feel more intentional and engaging.
Clear and accurate contact information
Providing clear-cut and accurate contact information seems like a no-brainer, but don’t treat it as such. Nothing kills response rates and good reputations as fast as a link that leads to a 404 instead of a landing page or an outdated phone number.
Include your full name, your company name, your job title, your phone number, and your email address. It’s also a good idea to include any pertinent social media handles like LinkedIn. Why? Sometimes people like to do a little research before they commit to responding — especially when receiving a cold email. Helping them with that research will leave a positive impression.
The optional value-add
A closing that includes a little something for the person you’re reaching out to is a great touch. Especially if what you’re offering — a white paper, a discount code, a relevant blog — is specific enough to feel like it’s been hand-picked for your email’s recipient. Make sure what you’re offering also highlights your company’s value propositions, expertise, and trustworthiness. Bonus points if the value-add directly addresses any of the recipient’s relevant and well-researched pain points.
Industry-specific examples of great email closing lines
Not all industries are alike. A salesperson working for a global nonprofit will communicate differently than a sales rep working in the B2B automotive aftermarket manufacturing sector. Here are some industry-specific examples of great email closing statements.
B2B sales + SaaS
“Looking forward to helping your team [specific result, like ‘grow your email deliverability by 25%’]. Let’s set up a 15-minute call to get started.”
“Check out our case study on [industry-specific success], and let’s connect to discuss next steps for your account.”
E-commerce/retail
“Enjoy your 10% discount — click here to browse our sale!”
“We’d love your feedback on your experience with [product name]. Reply to this email to let us know!”
Nonprofits
“Your support means the world to us. Join our upcoming webinar to see how your contribution is changing lives.”
“Thank you for standing with us. Let’s tackle [cause or issue] together!”
Marketing agencies
“Excited to explore how we can help [company name] grow its audience. Let’s book a strategy session here: [insert link].”
“Here’s a blog post that might help accelerate your campaign ROI: [link]. Let me know if you’d like to discuss a custom plan.”
Recruitment/HR
“Looking forward to discussing how you’d be a great fit for [job title]. Let me know if this time works for a quick chat!”
Healthcare providers
"Your health is our priority. Let us know if you have questions or use this link to schedule your next appointment: [Insert Link]."
"Download our free guide on [specific health topic] here: [Insert Link], or reply to discuss how we can support your needs further."
Winning strategies to improve your email closings
There’s more than one way to improve your email closings. Here’s a mini playbook that will help you out.
Match the closing to the context
What was your overall email about? Make sure whatever you close with directly flows from what preceded. Need some help? Our sales email templates are a good starting point.
Make the CTA specific, not generic
Most of us are bombarded with CTAs — not just in emails, but while watching Netflix, via billboards, on social media. To make sure your email’s CTA cuts through the noise, be specific. Don’t just say, “To learn more, reply now,” and if possible, include added value and at least one of your prospect’s pain points.
Example: “To grow your customer base by 20% without extra effort and with our best pricing of the year, reach out via email or phone before the end of the month.”
Create a sense of urgency (when appropriate)
If what you’re emailing about has a limited time offer, by all means include that in your closing. Creating a sense of urgency in your email ending — if genuinely appropriate to your ask — can go a long way in boosting response rates.
Personalization
The best email marketing is personal. You, a real person, are reaching out to your prospect, who is also a real person with real interests, real problems, a real history, and an actual life. Leverage the data and information you have about your prospect to personalize your email outreach. Not only will this improve your chances of receiving your desired response, it will also make a follow-up email more welcome.
Complement your closing with a good email signature
A good email signature should include all your relevant contact information, but some extras can help in building interest and rapport. Including your company logo and/or a photo of yourself can help make your email more memorable. Links to product information or recent blogs that could appeal to prospects can also improve an email campaign’s overall effectiveness.
A/B test your closings for efficiency
A/B testing (also called split testing) is an easy way to find out what types of closings work best for your sales team. Especially for emails that are going to a large number of prospects, finding out which closings evoke the highest response rates will make you more effective over time.
Keep it mobile-friendly
While most professionals use a desktop or laptop during work hours, a staggering 60% of emails related to email marketing campaigns are opened on mobile phones. So make sure your emails look great on smartphones and tablets.
Use P.S. lines thoughtfully
Postscripts can be a nice addition to an email’s closing, as long as they’re used intentionally and thoughtfully. If you have a personal rapport established with the recipient, a P.S. that asks about their family or holidays can be appropriate.
Common mistakes in email closings
Crafting a strong email ending means avoiding common mistakes that could undermine your message. Here are a few you’ll want to steer clear of:
Overloading your closing: Too much information can muddy your call-to-action.
Forgetting to include a call-to-action: If you don’t ask your recipient to perform an action, they won’t do it.
Using the wrong tone: If you’re sending a formal-sounding email, then use a formal-sounding closing. If the tone is more casual and friendly, then match that tone when you’re wrapping up.
Skipping the proofread: Use the spellchecker, but don’t blindly trust it. Go back, and actually read out loud what you’ve written. A single typo can ruin a first impression or cast doubt.
Being too generic: Yes, it’s true that many email campaigns are for a large group of different people, but you can still personalize it. Make sure you come off as a real human, and if there’s something common to the group, be sure to emphasize it.
Speeding through it: The end of your email is no time to rush. Spend as much time on your email closing as you do on your subject line.
FAQs
How long should an email closing be?
An email closing should be as short as possible, while still including all necessary elements, such as the CTA, all relevant contact information, any timing information, a sign-off, a signature, and any value-add.
Can I use humor in my closing?
Sometimes. Depending on your industry and the body of your email, humor can make a positive impression, but be careful. If you don’t know your prospect’s cultural background, humor can backfire. It’s best to wait until a relationship exists before you add in some light and inoffensive humor.
Do emojis work in email closings?
Typically not. At least, not unless you’ve already formed a pretty solid relationship with your prospect so that it won’t come off as unprofessional. When in doubt, avoid emojis.
How do I measure the success of my email closings?
Test! A/B testing will show you what’s working and what isn’t.
Find more email resources at NeverBounce
A lot needs to go well to run successful email marketing campaigns. At NeverBounce, we can help. Here are some of our offerings that can help you reach your business goals faster: