Signature with Classic Pen

Tips for Creating your Email Signature

How often do you find yourself, only able to vaguely remember the details of someone you need to contact? But you recall that they’d sent you an email, or vice versa… so you hurriedly search through your email, find the email and then! … Nothing. There’s no real contact information, except for the email address.

That’s an everyday occurrence for me. So in an attempt to make the world an easier to reach place, I’ve compiled a list of tips on how to create a friendly and useful email signature. Friendly because it’ll be easy for your recipients to read & use, and useful because it’ll enable more people to reach you. Don’t forget that your email signature is a really important part of your marketing collateral. It’s persistent, read by almost everyone you send it to, and can be easily forwarded.

Email Signature Tips

  1. Include your contact details, at a minimum this means:
    • Your Name; especially handy if your email address doesn’t contain it
    • Your title/position/company; if this is relevant, it’s a good place to include these details. If your company name isn’t obvious from your displayed email address, it’s good practice to include it here.
    • Your Email Address; lots of email clients strip this when forwarding or replying
    • Your Phone Number; mobile, landline, however you’d like to reached – but don’t go overboard, nobody wants your complete emergency contact list. Remember to include a country & city code.
    • Your Mailing Address; if you meet people frequently, or are in sales, then this is always useful. If not, you can probably slip this
    • Your URL; this is especially relevant if you sell products or have an online catalogue. If you don’t want people looking at your website, then skip it
  2. If in doubt use plain text; HTML is very well supported too and allows for much nicer formatting, preferably use both (HTML with Plain Text fall-back if your system supports it)
  3. Include any promotions BELOW your contact details; remember the key data here is your contact information. You can include promotional information, preferably as small images below the rest of your
  4. Inline images not attachments; when including an image in your signature, to prevent it from accidentally being seen as an attachment by Outlook, use the HTML attribute ‘nosend’. Ir’s an old an informal technique, so your mileage may vary, but it’s worth the extra few characters: <img src=”http://www.example.com/image.png” nosend=”1″ border=”0″>
  5. Clickable images; if you’re including a promotional image, remember to make it clickable, so that your clients can actually take advantage of the promotion (and you can track the source).
  6. Don’t include your contact details in an image; it’s very hard for anyone to copy your contact details from an image, and images don’t always display correctly – especially on mobile devices (where most email gets read these days)
  7. Keep the width & length short; one detail per line is actually ok. Remember that most email gets read on a mobile these days, so an extra line of text is ok if it makes everything else more readable or is useful – and in the case of mobiles, more clickable. Otherwise it’s just more irritating scrolling.
  8. Replies need a different format; keep the same contact information, just without the images/promotions. You shouldn’t need to massively rework your signature to create your reply signature.
  9. Don’t include VCards, very few people understand them and those that do don’t need to receive them repeatedly. The same is true for QR Codes in your email.
  10. Avoid including quotes; you might offend someone. Unless it’s a personal email, I’d really avoid doing this.
  11. Test your email for readability; it’s surprising how different the same email looks in different email clients. Double check that your signature looks correct (or at least usable) in the most common systems used by your audience e.g. iPhone mail client, Gmail, Outlook, etc.
  12. One-liners; if you have to put your contact details on one line, then use pipes or a semi-colon as a separator. Don’t use whitespace or tabs! These look very different on different systems, what’s worse is that their appearance can be inconsistent!
  13. Avoid virus messages; remember to disable your “virus-scanned” option in your virus scanner, it just looks terrible when it’s tacked on the end of an email (and nobody really reads it).

This doesn’t mean that you can’t be creative or add personality to your signature. Just remember that the purpose is to communicate your contact information, and the creative elements shouldn’t inhibit this. So here’s the most functional email signature I can imagine, and a few more creative one’s for you to mull over:

An Example Signature:

John Smith (President | Acme Corp)
+1 (222) 555 5555 | john@acmecorp.com | http://www.websiteurl.com
123 John Mac Drive, Big City, My State, Country, A Postcode

 Acme Signature Image

Email Marketing with Peter Rehnke

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I recently attended a lecture on Email Marketing held at MIS by Peter Rehnke. Credit to Peter for being such an engaging and humorous speaker! His presentation largely covered the core elements of email marketing strategy (the slides are available for download here).

A few things really stood out during the lecture though:

  1. Combination marketing; email is only part of the sales/lead gen process. It’s considerably more effective when it’s used in conjunction with other forms of engagement. The open rates and conversions are considerably higher than a fire & forget model. Clever use of combination marketing can massively increase your conversions.
    Multi Channel Email
  2. Big Data; your email campaigns generate a lot of information that you can use. Everything from locations, devices, to time of opening. Traditionally this is used to help build better emails, but it can also be used to better profile & target your customers. For example, if they’re reading their email in the morning, emails that contain breakfast or coffee offers might be better received than vodka & night club memberships.
  3. Testing; there’s an enormous performance variation between emails, so A/B test your email designs on target groups as much as possible. The bigger your email database, the more worthwhile the testing is going to be.

Combination marketing is probably the most significant point. There are some emails that actually get near 100% open rates – like order receipts & confirmations. These emails are great opportunities for cross selling, up selling or any other form of customer engagement). Just looking around at the emails we send (and we don’t have an online store), there are lots of interesting opportunities to sneak some great CTAs in.

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Omni Channel Retail. Practical first steps.

Like all good buzzwords, it gets inserted into every retail related conversation. It’s the new Holy Grail. I doubt you could read an article about the future of retail  without it being mentioned. Interesting though, it’s not all that new as a concept. There are omni channel articles dating back to 2009 and more famously (Terry Lundgren’s article ) in 2010.

So what is it? Simply put, Omni Channel Retail is about providing your customer the same experience irrespective of medium. So your in store (offline) experience should be same as the one your customers can enjoy online (mobile, tablet, laptop, etc.). Simple, but perhaps a little over whelming.

What about the Tech?

Many Omni Channel articles talk about supply chain logistics, tight integration, data sharing, etc. ~ which is great in an ideal world, but no joke in reality. Sure having your backend completely integrated is a marketers dream as far as data is concerned. You’d have the same power that Amazon has to recommend purchases based on customer profiles, purchase histories, current trends, etc. Practically speaking, unless your retail shop is a “digital native”, which most aren’t, this isn’t something that’s going to happen quickly or easily.

The key to omni channel retail may be in the words “customer experience”. Omni Channel exists because the shopper has evolved. They research products online, look for peer validation, and are used to pausing mid-purchase-cycle and then resuming. These elements of their experience are missing when they’re offline.

The starting point

So the question I ask is, how can these online shopping elements be integrated into your offline customer experience? When we look at some of the most common features of online retailers, many of them can be addressed without massive supply-chain-wide integration (though the solutions below do assume a decent online shopping cart with mobile/responsive friendly design). As for a few of the others, maybe you don’t need a complete overhaul as much as yet another bandage whilst you wait for the impending business-wide-update.

  1. Multiple (large) Images; You’ve got the product in front of you, offline trumps online for visual experience. Access to the wider range of colors in this particular product might be helpful. This could be achieved by providing a QR code with a hotlink to your online store, providing color options. A tablet for the customer to walk around with, that provides immediate product information based on QR/barcode scanning. Or go 100% old school, with a simple color card.
  2. Reviews; Again this can be delivered to the customer on a per product basis by QR Code. The data doesn’t have to be yours. You can source your reviews from other sites. Don’t be shy, your customers aren’t. They’ll trust peer review over your suggestions. Don’t forget this is two way, remember to aggressively collect reviews from customers. Hotels are good at this, and restaurants are getting better. Regular follow-up emails (your email marketing strategy is highly relevant), staff equipped with review tablets…
  3. Large Catalogue; No matter how big it is, your store has a tiny amount of space compared to the Internet. Your entire catalogue should be available through your online store. If it is, and your customer can get to it from inside your store, you’ve just added a lot of space to your store. Checkout what Tesco and Addidas  are doing – that’s a massive saving in real estate, and much much bigger stores.
  4. Product Comparison, Product Suggestion, Cross Selling; See solution #1.
  5. Search & Layered Navigation; More complicated. Searching a physical store doesn’t need to be a nightmare for your customer, libraries have been doing it for years. Provide an equivalent of an ISBN shelf reference for your goods and easy tablet access upfront. Your customers can jump straight to what’s exciting them. Keeping this data up-to-date is tougher, so don’t make the references too granular.
  6. Quick Checkout; Apple did it with their mobile check-out-counter-staff. Why can’t you? Yes it’s not integrated to your POS. But would you rather lose a customer to a long queue (be honest, how recently have you walked away from a purchase because of queues?), or just pay an extra percent to have the transaction completed via your online store? As an aside, there’s also a much higher chance of sales if your staff are empowered to immediately close sales.
  7. Coupon options; Everyone is looking for a discount. If they can get them online, give it to them offline. Domino’s does this and it works. Making the deals online exclusives just drives the business out of stores, and potentially to someone else.

Implementing these ideas may get you closer to being a omni channel retailer, but it won’t fix all your problems. It is not a magical marketing plan or technology solution. You’re still going to have to serve cookies at Christmas, create experiences that people want to come in-store (or online) for and actually find ways of reaching them. This is just going to help you increase conversions once they’re there.

Whats your experience been with omni channel retail? Where do you think retailers need to start?