That’s my email signature. Name, title, company/slogan, mobile. I’d like to think that it’s pretty basic. It’s not overloaded with content, but it’s sufficient in communicating who I am, what I do, where I do it and how you can hear my voice if you so desire.

My personal preferences aside, the sig is an interesting element of email communication and etiquette. Too often, we see email signatures so jammed with information that our eyes just glaze over: Name, title, division, company, email address, office number, cell number, fax number, Twitter, Facebook and LinkedIn links (complete with icons), trite words of wisdom about not printing this email or a variation on carpe diem … the list goes on.

So let’s figure out what’s helpful, what’s overkill and how the email signature can be refined:

Name. This is a pretty essential piece. There’s not much to say here, but I do have one suggestion: The name in your sig should reflect what you prefer to go by. I say this from personal experience. My actual name is Francis David Clarke.  Naturally, I’m not going to go by Francis. And David is just so, well, I don’t know — it’s just not me. The point is, I go by Dave and, therefore, my signature reads Dave. Whatever you’d like people to address you as, that’s what should be in your sig.

Title. Your title is helpful if it succinctly communicates what you do. I like to think that the shorter it is, the better.  When you start getting into the lengthy “Senior Director, Vice President of Inter-Department Collaboration” territory, reader apathy begins to set in. All I know is that the person is probably important (which may be the point, of course). But I could also perceive that as, “Well, this guy sure thinks he’s important.”

I understand that sometimes you can’t do anything about your title — this is particularly true within large companies. But it might be worth economizing where possible.

Company. Like your name, this is pretty standard. One idea worth mentioning is to be sure that you spell your company as it’s known. Why? Beyond the obvious, for search purposes. There’s a big difference when I search “LendingTree” versus “Lending Tree.” One turns up emails related to the company, the other turns up threads related to Christmas tree donations. (Not an actual conversation topic in my inbox, but you get my point.)

Website. You should probably include this, especially if you’re a writer, blogger, photographer, Etsy retailer, designer or in any other job where you need to showcase your product or drive traffic somewhere. For neatness, it’s best to hyperlink your company’s name, particularly if you want to drive people to a specific department or area of your site.

Slogan. Personally, I dig this if, and only if, it’s concise. (Of course, I may be biased — see “Work Worth Doing.”) I’d say it comes down to word count. I’d suggest no more than five words. You certainly wouldn’t want to include your company’s mission or vision statement — that just gets verbose.

Phone Numbers. Personally — and I think this might hold true to the web worker community at large — I feel including only your mobile number is sufficient. Who among us is ever more than 20 feet away from his or her mobile? It’s the number by which you’re most accessible. And it’s also the number by which you can be the most inaccessible for those “there’s no way I’m talking to her right now” moments.

Email Address. This is overkill. Think about it. You’re emailing someone and, generally, you’re seeking some sort of reply. The fact that the recipient received your email guarantees that they have your email address. Nix the email address from your sig — it’s redundant.

Fax Number. I suppose people still use these, but the infrequency at which we fax (primarily due to cheap scanners) means that the fax number can be dropped from the email signature. If someone really needs to fax you something, they’ll ask for the number.

Mailing Address. This really depends on your line of work. If your job involves physical product that requires shipping, delivery, returns, etc., then by all means, include your address. Same goes if you’re in billing. If not, and you only occasionally need to share your address, you can leave it out.

Social Network Links. This one’s interesting. We’ve all seen email sigs that include Facebook, Twitter or LinkedIn icons. And we’ve also seen those that have just the links (twitter.com/thedaveclarke, linkedin.com/in/daveclarke4, etc.).  If you’re going to include these elements, here are a couple suggestions:

• Only include two social methods of contact. Listing every social network in which you participate reads, “See! Look how social I am! I do everything!” This, by default, shows that you’re on those networks for the wrong reasons and all of them are probably void of content. So if you’re heavy on the social media side of things, go with Facebook and Twitter. More business-oriented? LinkedIn and Twitter.
• Go with links instead of icons. More often than not, the icons won’t display properly in someone’s inbox. They’ll have to “Always display images from rhonda@cupcakesonline.net,” and mobile viewing has its image issues. While it may look sharp in your email, there’s no guarantee others will see the same thing.

Quotes, Suggestions. First, it’s important to point out that these are different from slogans. A slogan reflects a company brand. What we’re talking about here are those inspirational quotes and smarmy admonishments at the bottom of an email. They’re usually pertaining to things like passion, teamwork or recycling. These one-liners — while they can be witty, deep and/or moving — don’t really have a place in professional email communication. Leave them out.

Rich Text Signatures. Gmail recently started supporting rich text signatures. The idea is to allow more customization (think links, color, images, etc.). While this is a great way to template a dynamic signature, don’t go overboard. As we’ve discussed above, your sig file isn’t a resume: Smart, useful, easy content is all you need.

So in the spirit of brevity, let’s wrap it up. Drop your two cents in the comments if you have thoughts on the above or to point out anything I’ve missed.

Photo by Flickr user Muffet, licensed under CC 2.0

You don’t have to limit your marketing and promotional efforts to content creation, though. Here are a few other ideas to help you get the word out about your business.

1. Create and maintain a high-quality, easy-to-use, self-explanatory web site.

Your web site works for you 24/7/365, so it’s important that it does a good job. It doesn’t need to be beautiful or showy. As a web designer, I would actually recommend clean and easy-to-use over pretty, fun or cute.

When thinking about your web site’s design and functionality, focus on answering these questions for your ideal visitor:

• What is this site about?
• What does this person/company do?
• How much does the service/product cost? How does the service/product work? What else do I need to know about this service/product?
• How can I sign up or purchase this service/product? How can I contact this person/company?
• Should I keep up with this person/company (through a blog, newsletter, regular email coupons/discounts, etc.)? If so, how do I sign up or follow the person/company?

Your site should quickly and obviously answer these questions so that visitors can find their way around your site easily and so that they take action as quickly and painlessly as possible.

2. Use a short and effective email signature.

Every time you send an email, it’s a chance to remind your followers and new contacts what you do. Take advantage of the opportunity. Don’t be spammy. Don’t overdo it. Just provide a concise message to jog their memory and get them to click over to your site every once in a while.

Here’s my signature.

Amber Singleton Riviere
http://www.ambersingleton.com/

I also like my friend Betsy’s.

Betsy Talbot | www.marriedwithluggage.com | Twitter @marriedwluggage

3. Be a guest on other video blogs, podcasts and radio shows.

Monitor places like Twitter, Blogger Linkup, and HARO for opportunities to be interviewed for video blogs, podcasts and radio shows. It’s a great way to expand your reach and get known for your expertise.

4. Invite others to be guests on your blog, video cast or podcast.

One of my best methods for networking actually revolves around guest posts, whether I’m inviting people to contribute to my site or offering content for their sites. It’s been a very effective way to generate interest around my business. It takes a lot of effort to keep up, but it’s worth every minute of it.

I offer guest posts regularly on my site (usually ten or more per month), and what’s great about it is that you usually get the added benefit of promotion to the person’s followers and audience.

5. Participate in online networking.

Twitter, Facebook and LinkedIn are great places to meet new people and get the word out about you and your company or site. Also, be sure to follow and comment on other blogs that target your ideal customer or client. By participating in conversations surrounding your niche, you’ll become known as an expert and a valued source of information.

6. Run promotions and discounts on your services periodically.

Getting potential customers and clients to take action and actually purchase your products or services can be tricky, but if you run occasional discounts, you’ll find customers coming out of the woodwork, and it’s a good way to get new prospects to test the waters with you and your company.

I offer a discount in each of my newsletter issues, as well as occasional discounts on Facebook and Twitter. On that note, running contests can also be a good way to get attention for you and your business, especially on Twitter.

Promoting a business doesn’t always have to be difficult. The key, though, is consistency.  Select the methods that work best for you and then stick with them. Do them on a regular basis, even if you’re not seeing immediate results. It takes some time to gain traction, but if you’re persistent, you’ll eventually hit the tipping point and business will start to snowball.

What other easy ways do you promote your business?

Image from Flickr by Slack pics

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