Marketing Basics: Your email signature…

…Showcasing your business in one paragraph (or thereabouts!)

Have a think…  How many emails do you send each day?  How many do you send a week?

at symbolThe number of emails you send out each day or each week equates to the same number of opportunities to generate a lead for your business.

It’s free, it’s easy and every time you send an email out you could be showcasing your business (or different aspects of it) to your contacts and potential customers.

Most emails I get now, have email signatures – so the tactic seems to have caught on.  But there is a right way and a wrong way to do it.  Here’s the RIGHT way (we don’t need to worry about the WRONG way because you’re not going to go off and do that are you?)

The Right Way

Include all your contact details. You might think that by sending an email that the recipient will know how to get in touch with you i.e. by just replying to your email or if they already have your business card.  Well yes, they do, but I cannot count the number of times I have opened up a recent email to get someone’s phone number to call them rather than having to look in my business card book or my online address book.

Including your contact details in every email you send out means that everyone who you communicate with can get in touch with you quickly and easily with the minimum of fuss, which means that they are more likely to make the effort!

Include your logo. This makes your email instantly recognisable amongst all the other emails that person might be receiving.  It also brightens up or livens up what might be a solid chunk of text.  you can choose to have your logo as the very first bit of your signature or a little further down.  Whichever you choose, make sure that the image you use isn’t too large so that it increases the size of each email you send out.

LinksLink to your website. You may think this comes under contact details and it does, but it is so important that I am going to mention it as a separate point. If you link to your website in your email signature, people are more likely to click on that link to have a look at what you do rather than open up a web browser; copy or remember your web address and put it into their address bar to see your site.  One click is much easier! Once on your website they can either ‘bounce’ straight off if you are not of interest to them or they can have a look around at what you do and may get in touch.

Give them a reason to want to know more or visit your site. This could be a client testimonial that is so fantastic that they just want to know more about you and will call you or go to your site.  It could be a special promotion you are running at the moment, by phone on or your website, or it could be a free report you are giving away when people sign up to your mailing list – again on your website.  All these things are designed to either get your recipient to go to your website and find out more about you or just give you a call.

Tailor your signature to suit your purpose. Your email signature is completely under your control and you can use it for whatever reason you want to.  This includes promoting an up and coming event you are holding or if you have some special news that you want to tell people about.  You can do both of these and more through your signature.  You can even create different signatures that promote different aspects of your business and use the relevant signature according to who you are mailing out to.

Red pencil and questionnaireGet it RIGHT!

Whatever you do make sure that when you put your email signature together that you check all the details, check any links you have included and test test test!  Send yourself an email with your new signature on it and keep checking until you get it right.

Well, that’s it for email signatures.  Now I know I am not telling you something you probably haven’t heard before, in fact some of this was told to me by someone else a few years ago, but the key thing here is to remember that your emails are not just a way to communicate with people.

Your emails are little pieces of marketing that are showcasing you and your business so why not take advantage of that and use it to its full potential?  If you keep this in mind and follow the points above, then you should be able to craft an email signature that is effective and polished.