Using Signature Files

Over the years and millions of emails that I have received.... most of them SPAM!.... I look at them anyway, I have kept track of my thoughts regarding these emails for the reason that I am in business..... and I like to know what folks think.... and they very often think the same thing that I do! So, read the info below and I'll bet they ring true with you too!

Signature files have been around since before most current Internet Surfers were even aware that email existed. Before the Web, most generally had basic contact info and included their favorite quote to indicate their feelings or perspective on certain issues. Now, most will use their signature file as a quick identifier of who they are and what they do and provide a link to their Web site while those online for personal use will still serve up witty, clever and many times interesting quotes.

The most important reason to use a signature file (sig file) is that signature files allow you to promote your site indirectly, by simply going about your daily online business. Whether you are posting on message boards, emailing other site owners or participating in mailing lists, your signature file gets your basic information and a link to your Web site in front of everyone you email or those who may just read your post on a message board. Your sig file's contents go a long way to help you solidify yourself as an astute technology user and an ethical businessperson, as well as soft sell your business to your contacts. Signature files are the ultimate in online passive promotion when used properly and effectively.

Let's first cover the DON'Ts:

1. DON'T have your signature file start right after the last sentence line in your email. It looks unprofessional...... It IS unprofessional! Make a point of setting up an extra line break or two in your email program or just be sure to hit "enter" one extra time when typing your email is completed. Keep your sig file no more than 4-6 lines. While there is no law about breaking this guideline, this is a rule that most follow and is a recommended guideline so you don't appear too pushy.

2. DON'T have everything about yourself including the kitchen sink in your sig file. If you have a Web site, include a pointer to your URL to ensure the recipient can find out whatever they like about you - that is really what your sig file is for. To have your pager, cell, home, business, work, accreditations, and slogan about how great you are will lead to the perception that you are a bit self absorbed.

3. DON'T throw in any sales pitchy hype. Credibility online is difficult enough to attain and maintain without undermining your efforts. Refraining from overzealous sales hype that ends in exclamation marks tends to lead to you being perceived as a seasoned professional. A short comment about your product or service is sufficient. Let your Web site do the selling for you!

4. DON'T include formatting in your sig file (or your business emails), ASCII formatting, colors or attaching any animated graphics. If I had a nickel for every formatted sig or email that then messed up my reply by formatting it as well or worse yet by looking like crap because I read all my mail in plain text - I could retire. If you wouldn't turn your name or title bright red on your company letterhead - don't do it in email. You want to align your sig's text with spaces rather than tabbing. Tabs and text are displayed differently on different machines, which can make your layout look bad. Also keep in mind that you want to keep your sig file to 70 characters or less, as that is the set screen width default for most email programs.

5. DON'T close with your signature file reflecting anything but proper punctuation. Please capitalize your name formally: John A. Smith, John Smith or John. Not typing your name formally with appropriate capitalization reflects a lack of education and lack of business savvy.

6. DON'T start using your sig file until you have verified, reviewed and double-checked that all the information is correct. I see signature files with errors every day! Sigs with errors lend to the perception that you lack attention to detail.

Now to the Do's:

1. DO make sure that your signature file contains the basic info a recipient needs to contact you. No need to include your email address - that is automatically noted at the top of every email you send. The only instance where you would want to include your primary email address in your signature file is if you are using a different or secondary email address to send the email in question.

2. DO setup your email program to automatically append your signature file and make sure to include your signoff so that you do not have to type your name with every email. So, for example you can have:

   Thank you,
   John A. Smith
   Widgets Sprockets
   Web Site Address Here
   Slogan or Additional Information Here

3. DO make sure that when you include your Web site address that you add the "http://" before your site's URL. In some email programs without the http:// the program will not recognize the address as a link and it may not be clickable within your email. One of the nice things about sig files is they allow you to have every email only be one click away from your Web site. Don't miss this opportunity by forgetting the http:// .

4. DO have several signatures that you can switch dependent on tone or issue at hand. Sig files are an excellent way of setting a tone and directs the ongoing communications priority or level of formality. Sincerely, Best, Regards, Respectfully can be used differently depending on whom you are communicating with and the tone you would like to set. You can also set up signatures that have your formal name and a less informal version to set a comfort zone with the other party such as Elizabeth vs. Lizzy. Keep in mind to not be overly informal too soon with new contacts. Formalities are in place for a reason - especially in business communications.

5. DO have signature files that relay a different message based on where and to whom you are emailing. If you are marketing on message boards or newsgroups, use a signature file that reflects your new product or the current promotion that is directed to that specific audience. Different terms and words have different affectivity depending on the market. Be sure to include a call to action such as: Download now... Contact Us today about... Get your free... - you get the idea - sans hype. Don't use multiple exclamation marks or question marks. The beauty of your sig file is that you do not have to say anything about your own site, in the body of a posting ... unless it would be relevant/appropriate and it is the proper forum. This is a great way to subtlety market to those you do not know. Keep in mind however, the last thing you want to do is post gratuitously or send an email with a one word answer just for the sake of getting your signature file in front of readers. That is one of the oldest tricks in the books and the other members will know what you are up to and may complain directly to you and/or the moderator. Credibility lost.

6. DO keep in mind that the perception your signature file gives will lend to the perception of who you are, what you believe in, if you follow the rules, if you know how to use technology - or not. Quotes are fine and some times apropos depending on the conversations' tone and topic, however, keep in mind who will be reading the email and the perception your opinion via the quote you include will leave. Humorous quotes are best left to personal email.

So, there you have it. The basics you need to know to use signature files properly. Use these tips to build your own personal library of signature files. Always update and work on your signature files - there is always something new to say about yourself or your business!