Is Your Email Signature Working For You?

Is Your Email Signature Working For You?

Here are my two current email signatures. First is my personal email, from uber.la

and my signature from Ivy Worldwide, a social marketing company that hires me to work with them on big projects.

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Do you think you need all the links in the world? Your Twitter, Facebook, G+ links? I’ve tried the mega signature, but I’ve found that too much of a good thing is not a good thing.

Imagine these steps. 1. You get an email from someone. 2. Who are they? 3. What do they do? 4. How can I contact them? 5. Is there anything interesting that I can find out about them quickly?

What you want is that immediate recognition and IF they want to contact you, how they can do it.

In the case of Uber.la my primary business is consulting with companies to use “social” to accelerate their comprehensive marketing programs. (Yes, social applies to outdoor, print, and radio/television.) Mostly I stick to digital marketing. And mostly I’m working on the social side of things. But I’m always writing ad copy, subject lines for emails, and copy for offers and emails. Digital is broad and deep. You need skills in all areas of digital.

Content: writing, imagery, editing, basic wordpress skills.

Marketing: analytics, best-practices knowledge, curiosity, passion for communicating.

Advertising: knowing how to build an effective CTA (call to action) or the “click here to learn more” kind of thing, knowing what’s happening in advertising that’s working and what’s failing, a passion for communicating in creative and unique ways.

Does your signature communicate all of that information about you? Do you think a cold contact wants to look at your LinkedIn profile to get an idea of what you do? NO. They do not. No one wants to research you. No one, except HR, wants to Google you. They might, but only after you’ve sold them on your skills.

Looking at my two signatures I see a few problems I might want to address.

Uber.la < what’s my call to action, what would I want them to do?

Ivy < what’s the little piece of extra that might get someone enticed? what “hot topic” can I demonstrate leadership in?

And the brand and unbrand question needs to be addressed too. IVY needs a strong brand in the marketplace. The logo and three key words establish some sense of stability and size of the company. Uber.la is not a branded company, it’s a content company. Yes, I want you to remember the url and the RED .la is supposed to help you see that we’re not a dot.com. But really, the way people find me is through the work I do. So my LOGO and SLOGAN are less important. At least in my email correspondence.

Here’s my site logo:

I wonder if my email tag line, “Social Marketing That Drives Business Success” is better, or more compelling than the soft sell of my logo. What do you think? And I’ve taken a page from WIRED magazine’s content to formulate my three magic words. BUSINESS < because that’s why I do it; INNOVATION < because everyone can do it, few can innovate while doing it; DESIGN < because without good design, from structure, to taxonomy, to UI, to landing pages, the business will not thrive.

How can I improve my signatures or my logo? More importantly, how can YOU make sure your signature and logo are communicating the message that’s important to your goals and success?

@jmacofearth (also seen on Google+: jmacofearth)
permalink: http://uber.la/2013/04/email-signature/

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