Email Signatures, 3rd Exclaimer Edition Custom
3rd Edition
Published on 19. August 2022
Book
Paperback/Softback
80 pages
978-1-119-98510-5 (ISBN)
Description
Your guide to making the most of your email signature as a marketing opportunity
Email matters, so creating the right impression with a professional email signature makes good sense, but an email signature can be so much more than just a digital business card. When properly managed using dedicated solutions, email signatures provide a targeted, high-volume communications opportunity for your sales, marketing, and HR teams that doesn't give your IT guys a headache. This guide gives you the lowdown, and walks you through the eight ways to make the most of email signatures.
Inside. - Use your email signature for promotions, social media, and brand management
- Make every email that your company sends a valuable marketing asset
- Get consistent email signatures across your organization
- Manage your company's email signatures more easily and effectively
Email matters, so creating the right impression with a professional email signature makes good sense, but an email signature can be so much more than just a digital business card. When properly managed using dedicated solutions, email signatures provide a targeted, high-volume communications opportunity for your sales, marketing, and HR teams that doesn't give your IT guys a headache. This guide gives you the lowdown, and walks you through the eight ways to make the most of email signatures.
Inside. - Use your email signature for promotions, social media, and brand management
- Make every email that your company sends a valuable marketing asset
- Get consistent email signatures across your organization
- Manage your company's email signatures more easily and effectively
More details
Content
Introduction 1
About This Book 1
Foolish Assumptions 1
Icons Used in This Book 2
Where to Go from Here 2
Chapter 1: Seeing Email Signatures as a Communications Channel 3
Defining Email Signatures 4
Focusing on the Corporate Email, Not the Direct Marketing Email 4
Knowing the Attributes of the Channel 5
Targeted 5
High volume 6
Continuous display 6
Valued 7
Personal and trusted 7
Controlled 7
Business relevant 8
Internal opportunity 8
Getting the Architecture Right: The 8Cs Framework 8
Chapter 2: Conforming to Brand Guidelines 11
Laying Down Brand Conformity 11
Designing the Email Signature to Fit with Your Brand Specification 12
Translating a Design into HTML 14
Chapter 3: Contact Details: Making Them Count 17
Ensuring Consistency Across the Board 17
Deciding What Information to Include 19
Thinking about Style 20
Seeing the Benefits of Certification 24
Looking authoritative 24
Motivating staff 24
Making good use of hard-won awards 26
Deciding Which Certifications to Include 26
Organizational qualifications 27
Occupational qualifications 27
Individual qualifications 27
Linking the graphics 28
Controlling Change and Accuracy 28
Chapter 5: Connecting via Social Media 29
Being Social 29
Providing Links to Read More, Share, or Follow 30
Displaying and Offering Content 31
Chapter 6: Communicating with a Campaign Banner 33
Designing the Banner 34
Going for simple over flashy 34
Using data to personalize 35
Creating variations 35
Considering Timing and Context 37
Using the Banner to Sell 38
Tracking Data 39
Linking to Other Marketing Systems 40
Using Banners for Internal Communications 41
Chapter 7: Collecting Customer Insight 43
Deploying Perfect Placement 43
Trusted communication 44
Amplifying volume 44
Fetching Fast Feedback 45
At the click of a button 45
Avoiding long surveys 46
Chapter 8: Offering a Calendar Link 47
Simplifying the Appointment Booking Process 48
Providing schedule visibility 48
Improving conversion rates 48
Reducing customer churn 49
Easy Appointment Booking 50
Making Recipients Take the Initiative 51
Chapter 9: Complying: Including a Disclaimer 53
Considering Placement 54
Knowing Who Must Use the Disclaimer 55
Keeping Pace with Change 55
Chapter 10: Managing Signatures 57
Plumping for Anarchy 57
Getting IT to Copy and Paste 58
Self-Copying 59
Handing the Reins to IT 60
Using a Dedicated Solution 61
Chapter 11: Benefiting from a Dedicated Email Signature Solution 63
Maintaining Control 64
Segmenting effectively 64
Keeping links tight 64
Avoiding disagreement and disillusionment 64
Managing Change 65
Ensuring Accuracy and Consistency 67
Appreciating the Convenience Factor 67
Capturing Useful Information 69
Cutting Costs 70
Chapter 12: Ten Take-Away Points to Remember 71
Create Exceptional Email Signatures 71
Target Specific People 71
Stay Brand Compliant 72
Go Forth and Socialize 72
Add Campaign Banners 72
Get Your Contact Details Right 72
Stay on the Right Side of the Law 72
Engage Further With Customers 72
Remember the 8Cs Framework 73
Use a Dedicated Solution to Maximize Benefits 73
About This Book 1
Foolish Assumptions 1
Icons Used in This Book 2
Where to Go from Here 2
Chapter 1: Seeing Email Signatures as a Communications Channel 3
Defining Email Signatures 4
Focusing on the Corporate Email, Not the Direct Marketing Email 4
Knowing the Attributes of the Channel 5
Targeted 5
High volume 6
Continuous display 6
Valued 7
Personal and trusted 7
Controlled 7
Business relevant 8
Internal opportunity 8
Getting the Architecture Right: The 8Cs Framework 8
Chapter 2: Conforming to Brand Guidelines 11
Laying Down Brand Conformity 11
Designing the Email Signature to Fit with Your Brand Specification 12
Translating a Design into HTML 14
Chapter 3: Contact Details: Making Them Count 17
Ensuring Consistency Across the Board 17
Deciding What Information to Include 19
Thinking about Style 20
Seeing the Benefits of Certification 24
Looking authoritative 24
Motivating staff 24
Making good use of hard-won awards 26
Deciding Which Certifications to Include 26
Organizational qualifications 27
Occupational qualifications 27
Individual qualifications 27
Linking the graphics 28
Controlling Change and Accuracy 28
Chapter 5: Connecting via Social Media 29
Being Social 29
Providing Links to Read More, Share, or Follow 30
Displaying and Offering Content 31
Chapter 6: Communicating with a Campaign Banner 33
Designing the Banner 34
Going for simple over flashy 34
Using data to personalize 35
Creating variations 35
Considering Timing and Context 37
Using the Banner to Sell 38
Tracking Data 39
Linking to Other Marketing Systems 40
Using Banners for Internal Communications 41
Chapter 7: Collecting Customer Insight 43
Deploying Perfect Placement 43
Trusted communication 44
Amplifying volume 44
Fetching Fast Feedback 45
At the click of a button 45
Avoiding long surveys 46
Chapter 8: Offering a Calendar Link 47
Simplifying the Appointment Booking Process 48
Providing schedule visibility 48
Improving conversion rates 48
Reducing customer churn 49
Easy Appointment Booking 50
Making Recipients Take the Initiative 51
Chapter 9: Complying: Including a Disclaimer 53
Considering Placement 54
Knowing Who Must Use the Disclaimer 55
Keeping Pace with Change 55
Chapter 10: Managing Signatures 57
Plumping for Anarchy 57
Getting IT to Copy and Paste 58
Self-Copying 59
Handing the Reins to IT 60
Using a Dedicated Solution 61
Chapter 11: Benefiting from a Dedicated Email Signature Solution 63
Maintaining Control 64
Segmenting effectively 64
Keeping links tight 64
Avoiding disagreement and disillusionment 64
Managing Change 65
Ensuring Accuracy and Consistency 67
Appreciating the Convenience Factor 67
Capturing Useful Information 69
Cutting Costs 70
Chapter 12: Ten Take-Away Points to Remember 71
Create Exceptional Email Signatures 71
Target Specific People 71
Stay Brand Compliant 72
Go Forth and Socialize 72
Add Campaign Banners 72
Get Your Contact Details Right 72
Stay on the Right Side of the Law 72
Engage Further With Customers 72
Remember the 8Cs Framework 73
Use a Dedicated Solution to Maximize Benefits 73