Your e-mail signature can play a valuable role in your sales and promotion plan if you act on the premise that: I have seen many signatures that were thought-provoking, interesting, or amusing. As entertained as I was, for the most part, I didn't click-through, make any purchases or pursue further information based on them. If you re-orient your thinking on e-mail signatures, you can use them to your business advantage...and they don't cost you anything but a little time and creativity to add. Signatures can be especially important when mailing to those to whom you want to advertise or alert of your services but you don't want to put it in the actual content of the e-mail. Think of your e-mail signature as a doorway to your business. It can lead the reader to a variety of places: your website, a special promotion, a teleclass, your e-zine, your next speaking engagement, a workshop, even your book. Here are some suggestions for putting together an e-mail signature designed to generate click-throughs. Keep it relatively short. The reader's primary interest is in the content of the e-mail. Many are not willing to read long passages of advertisements or unrelated text. Make it visually appealing. Lengthy text, odd spacing, or a crammed look are not inviting. Use special characters to separate or enclose text. examples Be creative. Use the same skills you would for creating a class title or a press release heading. Use good taste. Keep the audience in mind. Don't create a "fun" signature based on a family joke for friends and relatives--and then forget it's there when mailing to business associates. Make it relevant to something: the e-mail's content, an offer, a subscription, a registration, your services. Limit yourself to one or two different links and purposes. More than that and you dilute the impact. Link directly to the relevant page, which may not be your home page. Include a call-to-action such as "sign-up today", "visit", "click here" or "subscribe". Create alternate signatures to serve various purposes: how-to tips
Use quotes sparingly. Be careful about using a series of unrelated quotes. While each may be profound alone, a grouping may lose the impact. Try rotating them instead, maybe changing them on a monthly basis. Measure click-throughs on important promotions (or just out of curiosity). how-to tips Coach's Comment Take action today to get more click-throughs from your e-mail signature. Open your word processing program right now and type in three different signatures you could use. Follow the tips for measuring click-throughs. Track your results and make adjustments as needed. Dialogue Would you like to share one of your new signatures? Send me your feedback (brief) and I will publish it along with one of your new signatures and a link to your website in the next issue. It's one way to make this newsletter interactive and helpful to everyone. Click here to send your new signature and get your website listed in this newsletter! Subscriber Comments We debuted this e-zine last month and got a wonderful response from our readers. The topic was "Revenues: Are you generating what you should?" Here is some of the feedback received (click on the links to visit their websites): How informative! I am very interested in a consultation with you regarding maximizing my business. Sharon Cooper, M.D., from North Carolina Fabulous newsletter! I've printed it off so that I can ponder those questions !!!! Good questions, and answers that may come up can be supported by contacting you, the coach! Nancy Morris from Northern Ireland Achievement and Expat Coach Phoenix Coaching.....Value your Visions Nancy@PhoenixCoaching.co.uk Pretty cool!! I subscribed myself and will forward the info on to some others. I saw you are doing teleclasses as well. Please continue to send me info as I would be intersted in some. Breanna Filas from Ohio, Marketing Director bfilas@stax.net I really like the content of your zine- Yes! I will subscribe and I will refer others to it. Mary Walker from Virginia The one point that jumps out [for me] is the same as on the teleclass call ["Seven Keys To Identify and Target Your Ideal Client"]: are you targeting a market by identifying YOUR ideal client or are you applying the shotgun method? This was big. When building a business, sometimes passion can get confused with being hungry for clients. Your question puts it in perspective. Susan White from Florida, Christian Life Coach Visit Susan at http://www.SusanCoaching.com Very nice newsletter. I like the way you organized it. I intend to attend one of your classes soon. Bernie Mihalic from Maryland Visit Bernie at http://www.dynamite101.com Capacity is always an issue for a private practice without partners or associates. I was particularly interested in the questions related to scalability. Maybe I do need to consider a website to handle some of the customer service FAQ, scheduling, etc. Good newsletter--thought-provoking. Jim Byas, DDS from Los Angeles SpenZer1@aol.com Teleclasses (To register, just click the link and send the e-mail. No need to write a message.) Introduction To "Killer Marketing to JumpStart Your Business" Wednesday, February 28, 2001 11:00 a.m. Eastern free@teleclass.com Seven Keys to Identify and Target Your Ideal Client/Customer Thursday, March 1, 2001 11:00 a.m. Eastern free@teleclass.com Don't miss the exciting new 4-week teleclass program: Click here for full class description. Subscription Information To subscribe to this newsletter, click here! To unsubscribe, click here. |
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