The power of signature files is often overlooked as a strategic marketing tool. A signature file should be included at the end of each email or newsgroup message being sent or posted by you. Signature files give your target market an easy means of locating your contact information and they provide you with the opportunity to let your target market know about special events, happenings, opportunities, or promotional materials. Signature files generate exposure for your business! So, how exactly do you design a dynamite signature file?
1.
Tips
I
have included a few of the many tips you can use to your advantage when
developing and implementing your signature file. I cover signature files
in much greater depth, in my book '101 Ways to Promote Your Web Site'.
- Be
sure to list all appropriate contact information in your signature file.
Include your name, company name, phone number, fax number, Web site, etc.
You want to provide your target market with every opportunity to make
contact with you.
- Keep
your signature file short - no more than 4 to 8 lines. Nothing is worse
than receiving an email from someone only to see the signature taking up ¾ of the message. It looks unprofessional.
- Keep
it simple! You do not want to overwhelm the reader with too much or
useless information.
- Always
provide an appropriate and professional tag line. The tag line can be used
to encourage your target market to take a desired action or to increase
brand awareness for your company and/or product or service.
- Advertise
when advertising isn't allowed. While most newsgroups do not allow
advertising, they do allow tag lines. Put your one line mini-advertisement
in your tag line.
- Update
your tag line often! You need to reflect the latest marketing information
being used by your company.
- Develop
several signature files to appeal to different groups of recipients. You
can then select the most appropriate signature file that appeals to the
individual you're communicating with.
- Keep
each line of your signature file equal to or less than 60 characters in
length. This will help to ensure that your signature file is viewed
consistently regardless of what email browser, screen resolution or font
your target market might be using or if they are using word wrap.
- Do
not include graphics in your signature file. They may look good to you,
but when you send it to the recipient it may not display the way you
originally intended.
- Always
include the http:// before Web site URLs and mailto: before email
addresses to make them hyperlinks within emails.
Here is a sample signature file that I have used in the past.
_________________________________________________________
Susan
Sweeney, C.A.
Connex Network Inc.
75 Brentwood Drive, Bedford, N. S., B4A3S2
Email:
susan@susansweeney.com
URL:
http://www.susansweeney.com
Tel: 902-468-2578 Fax: 902-468-0380
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This
signature file has proven very successful for me in the past - it is simple,
easy to read, provides all relevant contact information, and includes an
appropriate tag line.
2.
Tools
You can
develop your signature file in Windows Notepad, Microsoft Word, or generally
any other word processing program available should you wish to attach your
signature as a separate file to outgoing email messages. However, be sure to
save it as a standard .txt file because this can be displayed universally.I prefer
to use the signature file option included in my email browser, and I recommend
you do the same. Most email browsers (e.g. Outlook Express, Pine, First Class,
Eudora, etc.) allow you to develop a signature file and attach it to each
outgoing email message. Always make sure a signature is added to your outgoing
mail by selecting this in your options. I currently use Outlook as my
email program of choice.
3.
Techniques
Because
Outlook is the most common email reader, I will use it here when
discussing how to set up a signature file. Most email browsers will follow a
similar process.
