Email signatures are a bit like mobile phones. When we first started using them there was no standard etiquette. People would wear them as a fashion accessory and answer them during meetings to have a chat without even leaving the room. We now have a more common-sense approach to using mobile phones. The same evolution needs to take place with email signatures.

Like e-mail newsletters, signatures can be fickle because they show up in the other person's email in-box who might have very different e-mail reader to yours. So to help stop you making the same mistakes many people made with bad mobile phone manners here are some mistakes to avoid.

Mistake #1: Not using one

Have you ever received an e-mail from someone and wanted to phone them? But there are no details! Hey, it's hard enough to get business without making your customers and clients work too hard. If you want your customers to speak with you, or your sales people, don't expect them to look you up in the phone book too. TIP: make sure you have the facility ticked to add your e-mail signature to replies and responses too.

At a minimum, your e-mail signature should contain:

• your name, perhaps add your position • company name • phone number, even your direct line or mobile (but only if you want to take the calls) • your website address - make sure it's a working link - I see so many people who add their website but it's not a functioning hyperlink.

Some say that signature files should be kept to a maximum of 8 lines of information but it is more important that it contains the right information.

Mistake #2: Having it at the top of the page

Always put your signature at the bottom, just like in a hard copy letter. The top of the email is hot email property so that's where you put your message.

Mistake #3: All pictures

Including your logo is a smart way to brand yourself but if something goes wrong the other end people will not see anything. It is wise to use a combination of text and graphics. As most e-mail signature graphics are embedded not linked check the size of the e-mail. It shouldn't be more that 50KB. Also if you are replying to a text email watch out that your signature still comes out readable.

Mistake #4: Making it "Fancy Pancy"

Make it relevant. Just because there is a feature there you don't have to use it. So even though you'd like to use all the available fonts and colours plus add your latest animated graphic ... don't. Stick to your corporate colours. I received a business email that actually had a puppy in a bucket image that scrolled over the text. Eeeek.

Mistake #5: Not using it as a potential marketing tool

This is a fine line to tread. Remembering most people aren't even going to read your signature once they get used to receiving it, it's a waste of time sprouting about you you you. What I have seen done sometimes effectively is adding a bi-line or an award recently won or a link to a free newsletter or a special offer.

More here, including email signature examples.

« Return To Articles & Tips