What’s in a name?
More than you might think.
Often overlooked, creating an effective email signature speaks volumes about your business and is an important piece of your marketing.
More than providing contact information, your signature creates an immediate impression and helps customers better understand every aspect of your bookkeeping business.
Your brand, online presence and even personal style are conveyed in that short text on the bottom of each email.
1. Streamline The Information
Signatures that are too long or heavily formatted require your client to search for the information she needs. Most of us have seen signatures longer than the message itself!
A long signature is distracting and undermines the content. A universal guideline is four lines with the essentials: title, logo, phone number and email/website URL.
Eliminate overwhelming contact details such as multiple emails or phone lines.
How do you want to be contacted?
Consider removing Skype or other IM information to reduce disruptions (and initiate a more productive first meeting too).
2. Create An Easy-To-Read Signature
A rule of thumb is to avoid too many colours, special graphics or complex HTML formatting.
There are two reasons -- security issues and readability.
While today’s leading email programs (i.e. Outlook) have eliminated some past problems with signature display, it’s best to test your signature first.
No one wants to send out an email campaign only to discover that messages weren’t received because they were either stuck in spam folders or flagged.
Note that normally a problem can occur with a first email, as you’re an “unknown sender,” but signatures will be displayed on future emails.
3. Show You Are Technologically Savvy
How do you want to market your bookkeeping services?
We are drawn to professionals that seem busy and current. One subtle way to indicate your forward-thinking attitude (and good time-management) is to include tech
features:
- Social Media Links - If you're on LinkedIn, Twitter or Facebook, use texts or icons to direct your customer to your other business sites to learn more. Just be sure you link to a business Facebook page, not a personal one. Your business Facebook page is more professional and customers can share your page without becoming a "friend" contact.
- Google (or other) Map Link - Does it make sense to advertise your physical address? If you have leased office space and welcome walk-in inquiries then include this information. Otherwise, delete your address (including mailing address—likely irrelevant to include in every email).
- Newsletter & Blog Links - Build your database of subscribers effortlessly by simply adding this link to your signature line. As a plus, build your credibility and authority too!
- Website Link - Encourage customers to frequent your website. You may wish to tailor your hyperlink to open up “special announcements” or “bookkeeping services.”
4. Find The Balance Between Marketing & Functionality
Avoid the temptation of overloading your signature with links, news, testimonials, quotes, etc. You will undermine your efforts if your signature appears messy or won’t display.
Help with signature creation is readily available online and worth looking into.
Email signature service ensures proper formatting and coding which eliminates technical issues associated with design.
Typically service includes signature design and HTML programming. Just be sure that the company you choose supports a wide range of email applications.
Importantly, pay attention to mobile optimization.
Your customers are reading your signature on computers, tablets and smartphones. Professionally created signatures are better designed to adapt to different platforms for optimal readability.
Finally, be sure to include a referral line at the bottom of your signature, something like, “Your referral is our greatest compliment.”
This reminder encourages customers to refer your bookkeeping services to others and avoids you having to ask them to do so as well.
Not bad for a little email signature that most of us take for granted.
May it serve you well.
To your success,
Michael
