Using an email signature as a subtle form of book marketing makes a lot of sense. The estimated number of email users by 2017 is 2.7 BILLION people, and 91% of them use email every day. Just think of those possibilities. Recent studies show that each person receives and sends an average of 125 emails per day. By 2018, that number is expected to be 140 emails per person per day. Granted, many of those emails are incoming, but think of how many people you can reach daily with your outgoing emails. It’s easy and free!
What is an Email Signature?
At the end of the email, most people simply sign their name and send. An email signature is much more powerful than that for it adds graphics and/or a block of text at the end. Think of it as an electronic business card (studies have shown it to be even more powerful than a hard copy biz card). You can really do anything you want with this feature, but there are some best practices that have proven to be most effective.
You will usually include:
1. Your name, phone number, fax (do you really need to put your address on it? You decide—most authors don’t.)
2. Other important information such as website, blog, or possibly social media (depending upon how active you are there).
You don’t need to add your email address here (it’s already on the email at the top); you can add your favorite quote or a nice graphic. What about a Call-To-Action? Again, think of it as a powerful business card.
Authors will want to add their website address, if for no other reason than to promote yourself. Perhaps you would want to announce the publication of a new book? Are you giving a speech somewhere? This part of your signature can be quite timely and change according to what is happening in your world.
There is a fine line between too much info and ordinary signature. You don’t want to overwhelm your reader with too much “stuff” at the bottom of your email, so consider how big your signature area will be. The experts all say 4-6 lines is sufficient. This is a very personal decision, and should reflect your personality and business.
How do You add an Email Signature?
Each email service will vary slightly from the others, but with any of the services today, you will find a built-in tool for your signature, graphics, and whatever else you wish to add.
For example, in gmail, look for the Settings tab. Click on Options, then in the General Tab find Signature in the list. You have the option to select No Signature (which is what most people use) or you can click on the button above the empty box. This box is where you would insert your new email signature. You can also decide the placement of your signature.
If you are unable to find the place to automatically add your email signature, try the service’s Help or try googling it. Directions are available online for signature blocks, and it is a very simply procedure to add one.
Last resort: there are services which will create a unique email signature for you, but this does have a price.
Why do You want an Email Signature?
Already, you can see the power of email in your own life. It has become a common communicator for most people. “Send that estimate to me by email!” “Here’s my email address. Let me know how you are doing.” Now you need to harness that power for your marketing efforts.
We don’t usually talk about authors building a brand, but we do want authors to be recognizable. With a consistent, interesting signature block, you can subconsciously imprint your message on every recipient of your emails. Basically, your email signature is free advertising. It is a simple, often overlooked tweak to your marketing plan. Don’t miss out on using this superb marketing tool—EVERY DAY, EVERY EMAIL!