How to End an Email: A Guide for Marketing Campaigns

Writing the perfect email is about more than just interesting content and irresistible offers. 

The right sign-off is very important. It’s not  just a mere formality – it’s how you make sure that your interaction wraps in a memorable and effective way.

Professional Ways to End an Email in Marketing Campaigns

So, how do you write the perfect sign-off? 

The first thing to know here is that your email sign-off is not a goodbye – it’s where you seal the deal with style. Think of your email sign-off as your final pitch, and an extra opportunity to make an impression.

Email closing lines

Think of email closing lines as an encore at a concert – it's what can turn a great performance into an unforgettable one. 

Use this space to reinforce your message or call to action. Keep it sharp, make it snappy, and see if it aligns with the heart of your email. 

This could be a reminder of your value proposition or a soft nudge to taking action. The important thing is that you make it count. But a sign-off wouldn’t be the right place for new information. This is where you emphasize key takeaways you want your audience to remember.

Email ending examples

Why it’s good: It invites the reader to become part of a select group and highlights the benefits of having access to exclusive content.

Why it’s good: It directly supports the email’s aim to introduce and promote a coaching service and focuses on immediate value and accessibility.

Why it’s bad: This is too passive and lacks a clear call to action. It fails to encourage the reader to engage further or take any specific next steps. As a result, the closing misses the opportunity to drive conversion.

Why it’s bad: This is vague and does not provide a direct incentive. The reader may also get overwhelmed with too many options. And the email fails to guide the customer to the specific product or part of the website they may be most interested in.

How to sign off an email

Now, for the bow after the encore – the sign-off. This seemingly small detail carries a lot of weight. Don't just make it about "Cheers" or "Best." A good sign-off should reflect the tone of your email and, by extension, your brand.

Are you keeping it professional with a “Best regards”? Or maybe you’re going with something more casual with a “Talk soon”? 

The choice should mirror the relationship you’ve built (or are  looking to build) with your readers.

A well-chosen sign-off leaves your reader with a positive impression and a clear sense of your brand’s personality.

Email sign-off examples

Why it’s good: It’s professional yet warm. Suitable for formal and semi-formal business emails, it communicates respect and consideration for the reader.

Why it’s good: It’s engaging and shows that you value your readers’ opinions. This sign-off would be perfect for a collaborative email or when seeking input. 

Why it’s good: Best for more personal connections within a professional context, it conveys friendliness and good intentions without overstepping formal boundaries.

Why it’s bad: For most emails, this would be far too casual and personal. This sign-off could make readers uncomfortable and also undermine the seriousness of your message.

Why it’s bad: While not inherently bad, it’s often way too formal for modern email exchanges – especially in less traditional industries. It can create a sense of distance between you and your readers and prevent you from building a connection.

Why it’s bad: Skipping a sign-off may come across as rushed or impolite. It might give the impression that you just couldn’t be bothered to complete the email properly.

Closing email signature

Last but not least, your signature. This isn't just an autograph; it's a power-packed snippet of your brand identity.

 A good email signature should share your contact information. But it’s also an opportunity to further promote your brand. You can add your name, position, and company, sure, but don’t stop there. Add a dash of brand flair with your logo, social media links, or even a standout call to action. Think of it as a business card that accompanies every email—a chance to remind your audience who you are and how they can engage with you further.

Email signature examples

Why it’s good: This signature is clear and professional. It includes essential contact information and makes it easy for people to reach out to you. Adding a LinkedIn profile is a nice touch as it encourages connection but is not overloading the reader with information.

Why it’s good: This signature adds a personal touch with a quote or motto, which can be effective in branding. Including a website invites further engagement, allowing recipients to learn more about Alex’s work or company.

Why it’s bad: This signature tries to be personal but ends up being unprofessional and vague. It lacks essential contact information and clarity about John’s professional role or how he can be reached for work-related purposes.

Why it’s bad: While not terrible, this signature is too minimalistic. It misses the opportunity to provide additional contact methods or links to professional profiles, which could facilitate easier communication and networking opportunities.

Ways to End an Email: Best Practices

There are several best practices you can apply to make your sign-off count. 

Clarify your email’s intent

Your closing email lines should be very clear. And your email sign-off should further highlight the action you want the reader to take. This could be making a purchase, learning more about a product or service, or following up on a conversation. Make sure your CTA is clearly visible and in line with the core message of your email. 

Avoid presumptions

Do not simply assume that the person who reads your email will be instantly interested and inspired to take action. When you frame your email sign-off, make sure to respect the reader’s autonomy – and only guide them gently towards the desired action. 

Persuasive, yes, but your sign-off should always be grounded in respect.

Consider your relationship with the reader

The tone of your sign-off should mirror the nature of your relationship with the recipient. A formal sign-off may be apt for new clients, while a more casual one can be reserved for long-standing customers. Additionally, be mindful of cultural nuances that might influence how your message is received.

Strike the right length

Find the right length for your closing lines and aim for balance. If it’s too long, you may risk losing your readers’ attention. If it’s too brief, there is a chance your message comes across as abrupt or insincere. 

Personalize your farewell

Personalization can do wonders for how your email is perceived. Tailor the sign-off to reflect the reader’s previous interactions with your brand. This is an effective way to boost engagement and show your audience that you value and recognize their unique relationship with your company.

Steer clear of introducing new ideas

Your email’s conclusion is not the place for surprises. Avoid the temptation to introduce new information or unrelated calls to action, as this can confuse your audience and dilute the impact of your message. Keep the focus on reaffirming the email’s primary goal and encouraging the reader to take the next step.

3 Advanced Tips on How to End an Email [For Email Marketing]

As you are working on making your marketing emails more effective, there are several advanced strategies that you can look into.

A/B testing email endings

The power of A/B testing cannot be overstated. This is especially true when it comes to finding the perfect sign-off. To run A/B testing, write two sign-off versions of your email. Next, test these versions on different segments of your audience. This can give you an idea of what sign-off can get a better response.

For instance, you may try comparing a more formal sign-off against a casual one – and see what generates a better conversion. 

Embedding social proof in signatures

Your email signature is prime real estate for building trust and credibility with your audience. This is a good place to add social proof, such as customer testimonials or notable success metrics.

For example, adding a line like, “Join 10,000+ satisfied customers” or “Voted #1 in customer service three years running” can immediately elevate your brand’s reputation.

Utilizing urgency and scarcity

Urgency and scarcity are powerful psychological triggers. This generally encourages a quicker reaction. The key here is not to come actress as too pushy or insincere.

Phrases like “Offer ends tonight!” or “Only 5 spots remaining!” prompt immediate attention and action. But it’s important to use these strategies truthfully and in moderation. 

To Sum Up

A well-chosen sign-off can make your email much more effective. Tailor it to fit your message and your relationship with the recipient. Use a clear call to action, a personalized farewell, or a professional signature. The end of your email should capture the essence of your message and prompt a response.

Remember, attention is valuable. Your emails connect you with your audience, and every word matters, especially the last few. Use these tips to improve your email strategy. Think of each ending not as a conclusion, but as an invitation. Invite your readers to engage, connect, and start a journey with your brand.