signature file to promote yourself and your business.
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
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
Good Sig Files Tell Strangers What You
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
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.
*your name and title
*your company name
*your company tagline, or a short phrase that describes what
your company does
*your phone, cell phone, and/or pager numbers
*your fax number
*your e-mail address (sometimes people can’t get it directly or
quickly from your actual e-mail)
*your Web URL (be sure to include the “http://” prefix to
ensure it will translate as a hyperlink on most e-mail programs)
Make sure you also include a bit of promotion, such
*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
Of course, it’s possible to get carried away and include too
much information. We don’t need random quotes that have no relation to your business, cute
illustrations made up of keyboard characters, or your weekend phone number in the
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:
Jane Smith, President
Smith I.T. Consulting
‘Take a Byte Out of Network Headaches’
ph: 800-321-0000 fax: 212-321-0001
*Visit http://www.smithitconsulting.com and get your FREE
report on the top 10 most common computer network problems and how to solve them!*
Notice that “Jane” opted not to give her mailing address here,
in order to use the space for her tagline and an invitation to receive her free report. It’s all up
to you. If your customers frequently need your mailing address, then you should include it. (I
don’t include it in mine, since 99% of my work is done via e-mail.) Decide what bits of info are
most valuable to keep, and use the rest of the space for a unique message or promotion!
One Last Thing: Make Sure We “Get” What You
I’ve seen some seemingly complete sig files that still leave me
wondering, “Thanks for all the info, but what do you DO?” We all know what IBM and Kodak do, but
the whole world doesn’t know what your business does (yet). For now, it’s your job to help us all
learn. Include a tagline that describes what your company does or a short phrase that helps us
understand. If your sig file consistently delivers a clear impression of what you have to offer
your prospects, it will reward you numerous times in the future!
© 2000-2005 Alexandria K. Brown
ABOUT THE AUTHOR
Alexandria K. Brown, “The E-zine Queen,” is author of the
award-winning manual, “Boost Business With Your Own E-zine.” To learn more about her book and
sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/