Make Your E-mail Signature File WORK for You


    You're probably familiar with e-mail signature (or "sig") files -- they're the few lines of contact information that many of us put at the bottom of every e-mail we send. Most e-mail software programs allow you to create and use sig files -- even AOL.

    I've heard some people who don't use sig files defend their position by saying, "All my clients know my info -- I don't need to remind them with every e-mail." Stop! You're missing a perfect opportunity to promote your business, as well as do your clients and prospects a favor.

    When you think about how many e-mails you actually send a day, it's probably more than you realized! Some people send over 100 a day. That's a lot of mail -- and a lot of chances to slip in your own subtle marketing messages.

    Sig Files Put You at Their Fingertips

    People love it when you make information easy to find. Sure, your clients have your phone number somewhere, but they'll really appreciate it when they can grab your number right from an e-mail they're looking at. In fact, e-mail is such a part of our lives now, that if someone needs your phone number quickly, she may be more likely to grab it off your latest e-mail than to dig up your business card. (Don't underestimate this occurrence -- there are many disorganized people in the world!)

    Also, if people want to put your info into their contact management software (Outlook, ACT, Palm, etc.), they can simply copy and paste it right from your sig file.

    Good Sig Files Tell Strangers What You Do

    Back in 1999, when I was a full-time copywriter, I also served as co-chair of New York's Women in Communications Inc. (WICI), I booked speakers for our monthly cocktail events, conducting most of this work via e-mail. The speakers I corresponded with only knew me as a representative of WICI; they had no idea what I did for a living. But one woman, after spotting my sig file, promptly wanted to learn more about my copywriting services. She then hired me for a $5,000 project. Thank you, sig file!

    Sig Files Are Ready to Travel

    E-mails are forwarded all the time. You never know where yours may end up, and one of the recipients may be very interested in your service or product. I learned this shortly after I started my business, when I was shocked to get a call from a prospect in Israel. A colleague of hers here in the U. S. had forwarded her an interesting issue of my newsletter. She learned about my services and got my phone number from the sig file at the bottom.

    Sig Files Are a Great Promotional Tool

    Now, let's move beyond the obvious stuff. Think of your sig file as a little messenger who speaks to everyone you send an e-mail to. What do you want him to say? Do you have great news? A new product or service? A free newsletter or report? Let us know via your sig file!

    Your Sig File Checklist

    Here are several items to consider putting into your sig file. CAUTION: Do not attempt to insert them all! Choose what's most important for you and your business.

    *an invitation to subscribe to your free e-zine*an offer for a free report or product you offer *an offer for a free consultation or trial offer *a company announcement (new client, new product, award won) *a link to your latest press release, article, or Web site feature

    In the interest of space and your reader's time, keep your offer or announcement to one or two sentences only. (Tip: Always throw in the word "free" when possible. It's everyone's favorite word!)

    Bonus: Most e-mail software programs allow you to create and keep several signatures on file, so you can change them easily and often. This makes it a cinch to switch your messages weekly or even daily, and maintain ones for different businesses.

    Choose What's Important to YOU

    Try to keep your sig file to a maximum of eight lines. More than that will overwhelm the reader, and it will look silly if your sig files are always longer than your e-mail messages!

    Here's a good example:

    One Last Thing: Make Sure We "Get" What You Do

    © 2000-2005 Alexandria K. Brown


    On main