There's a limited amount of real estate in every email that
you send. How you use it determines, in part, how effective
your emails are and how well you are marketing yourself.
Given how often emails are forwarded around, a well-crafted
email signature can get you calls/emails from prospects you
never knew even existed, new ezine subscribers and, in the
best cases, a new client this is a great return on free
1. Keep it *plain*.
There is such a variety of email programs and capabilities
out there -- Outlook, Eudora, AOL, Yahoo, Hotmail, gmail,
etc. that you should use plain text in your email signature to
insure that everyone can read it. In addition to my text
address, I use a border to separate the email address from
the body of the email. You can use basic symbols which
separate your signature without distracting from it. In my
case, I use a line of dashes to separate the body of my
email from my email signature.
2. Make it automatic.
Most email programs today will allow you to set up a default
email signature which will automatically append the end of
every email you send. In Outlook, you can even set up a
variety of signatures depending on which email account you
are using and you can alter the address based on whether you
are initiating and email versus replying to one.
Setting up an automatic email signature will save you a lot
of typing in addition to insuring that your signature
3. Make it complete.
I highly recommend that you include either your email
address or your URL (assuming you have a website) in your
email signature. You want to make it easy for people to find
Someone receiving your email for the first time may not wish
to pick up the phone and call you they may want to learn a
bit about you first. When possible, include your email
address in such a way that it's clickable no matter the
email account that opens it. You do this by writing mailto:yourname@yourdomainname.
Having the "mailto" at the beginning of your email address
makes it a "clickable" link.
Some discussion groups don't allow you to include your email
address in your email signature. But if you have a website,
you can direct readers there by including your URL as a
clickable link. You do this by typing
http://www.yourURL. Adding the "http://"
to the beginning of your URL makes it a clickable link for
your readers even in a plain text email.
4. Keep it short.
Keep your signature to no more than 5 lines more than that
and your signature becomes overwhelming and will turn off
Many online discussion groups/forums will limit the number
of lines that your signature can be so be sure to check out
the guidelines before you post. As a result, I use three
variations of my signature: one for online discussion
groups, one for existing clients and one for everyone else.
5. Give em a reason and a gift.
Do you want subscribers for your ezine? Do you want people
to visit your website? What is the "call to action" of your
You want to give your email readers a reason to go to your
website or sign up for your ezine or pick up the phone and
call you by including an invitation in your email signature.
You could offer them a F*REE special report, an e-course or
a F*REE teleseminar all for the "price" of heeding your
signature's call to action.
Your email signature block is a small, yet very valuable
piece of marketing real estate. You want to give as much
thought to constructing it as you do the rest of your
Sandra P. Martini