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Written by Larry Dearing
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Sunday, 14 March 2010 08:15 |
I receive a fair number of emails each week that look more like junk mail or spam because of the graphics, free offer links, or pleas to register for something or the other embedded in the sender's signature. There are times when your promotion methods may be getting in the way of your message. If your email signature looks like a day-glow billboard on I-285, you may want to read on.
I'm sure you've received them too, emails that are set in a template with ads on one side, or more often where the sender's signature line is stuffed with offers, a string of website links and even graphics that have nothing to do with the email. Often this includes extra large bold fonts in a variety of limes, pinks, red, and purples that can be a complete distraction. This gets people's attention, but is it the attention you really want?
Now don't get me wrong. I'm not against targeted email marketing (opt-in only of course) where these styles and formating might be more appropriate for getting your sales message across. However to include this sort of sales message in all of your emails is seen as spam, annoying, or just particularly tacky by many of your recipients. Is this how you want your brand to be identified?
Your email signature is part of your overall personal or business branding effort. It's part of your "best foot forward" and is often the first direct opinion someone may have of you or your company. You don't actually have to be spamming or hard selling to be seen as being so. Remember, it's in the eye of the beholder/reader.
Construct your email signature in a professional way, giving important information about you and your organization. You know the standards, title, address, phone, email/website, and maybe even a subtle tag line, but in my opinion this later is pushing the line. If you have a very small version of your logo, you may be able to insert that in a professional brand consistent manner. Tailor your email signature so that the last thing your reader sees is the representation of you and your brand you would want them to take with them.
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