[This post builds on a similar one written back in 2010 but given it’s often overlooked by even the most ‘marketable’ companies, it’s worth a re-cap.]
Recipients of your emails don’t necessarily just read the content of your message; they will read your signature and the content that you provide them with.
So how do you know what elements of your email compel them to engage with you further?
Taking the time to think about what your signature says and how often you change it is important. Your signature acts as a potted piece of marketing that so many overlook leaving a drab and dry sign off. Not good if you’ve invested time and money in creating a proactive and positive brand.
Think about what you and your colleagues currently have as a signature. Are they all uniform or have certain individuals chosen to make their own? Look at the range of signatures and see whether there are some good ideas within them that could be implemented company wide.
Consider also configuring your hyperlinks so that they can report back to you and give you further indication into what people are interested in. Using something such as bit.ly is a useful tool and on a monthly basis you could check in and see what links are most popular. It’s this kind of information that will help you make better decisions about what your market is interested in when it comes to your business – well that is what IT is all about right?
Ideas for your signature:
- Include links to your social profiles to encourage the reader to continue the engagement. If they do it will trigger an email notification to you so you can understand where you can increase tighter engagement with them.
- It’s important not to create a signature that’s bigger than the content of your message but it is worth including a few links to newsworthy pages on your blog that underlines the positive aspects of your business.
- Although this might be a given in larger organisations don’t forget to include the address of where your company is registered to. More information on this can be found here.
And whilst we’re on the subject of email messaging, give a little thought to your out of office replies that seem to get little to no TLC from many. Think about what you say and how you say it, and think about who’s reading it. More on protecting your privacy using Out of Office Autoresponders can be found on a previous post on this blog here.
I bet you didn’t think your email was THAT important before you read this post! 🙂