Email Signatures: 3 Reasons Why They Are A Brilliant (And Underused) Tool!

As a marketing professional, a frequent question that many people ask me is “What’s the most overlooked marketing tool?” My response is usually surprising by how simple it is, but I usually respond with “Your email signature”. I find it equally surprising how often I receive email correspondence from people who don’t include in it a proper and professional HTML email signature. But this simple item is just as important as your business card. It’s your clients’ best access point, their one-stop-shop, for your entire online presence, and almost no one is getting it right. So here are 3 reasons why if you don’t have a professional HTML email signature, you need to get one pronto!

1. Brand Recognition

An HTML signature has your logo, first and foremost, which means that it also carries your brand. More than that, it constantly reinforces your brand in the minds of the people who already work with you and those who you are contacting for the first time. The signature is evident, and it’s always sending a message about your brand and your business. What’s great about it is that creating one for your staff also ensures that your brand is consistent across the board. Everyone is saying the same thing and the design properties are the same for everyone. I used to work at an organization that used to announce our new signatures every month and make sure we (employees) all installed them. They understood the important of this tool. However, I’ve seen cases where I get emails with varying email signatures with questionable fonts (like Comic Sans…I cringe at the use of this font in any business).

2. Makes It Easy to Contact You

The second thing about an email signature is the convenience factor. Most of us aren’t pinned to a desk, and even if we are, the email address is what you normally pull out when you need to call someone. Most of us unintentionally make getting in touch with us a game of hide-and-seek without even realizing it. But the reality is that people wanting to connect with us have to dig through their existing stacks of business cards or through their contact lists on their phones to do so. We’re making doing business with us hard for no reason. An email signature solves that problem. Now, no one has to go digging and can just refer to the last email we sent them and call us directly.

3. It’s 24/7 Promotion

The third thing about an email signature is that it does your promotion work for you. Think about it: by adding a signature to your email correspondences, you create a tool whereby people can get to know you in your absence. It’s a form of promotion that’s active 24 hours a day, 7 days a week. Suppose it’s 7 p.m., and my phone buzzes with an email from a new contact with an offer to work together, say, another entrepreneur. I may not be able to reply to the email right away, but I also might click on the email signature’s link to the sender’s website. I may ask “Who is this person” or “What’s he about?” If I’ve already visited their page, I may notice something new that I’ve never seen before. I’ll get to know them better that way. The same goes for sending out emails to prospective clients with our own HTML signature on it. Even if they don’t reply the very moment they receive an email from us, they can visit our website (or any social media channel) and get to know who we are and give us a call when they are free to speak. I’ve had prospective clients say that they chose to hire Karrots Inc. just based on what they read or saw on social media about us after we emailed them and they clicked on our links. There is no denying the power of this very simple tool.

In 2015, if you’re including a great email signature without links to your website and social media pages, you’re potentially losing a lot of new business opportunities. It’s like handing out a business card without any contact information on it. So don’t miss out on potential opportunities and create your professional HTML signature as soon as possible. You won’t regret it.

Karrots Email Signature

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For Every Lemon, There’s a Karrot!

Karrots’ Visit to Sun City West, Arizona

Last year I spent the later part of the year in Arizona visiting my dad. Growing right in his back yard were three different fruit trees filled with lemons, grapefruit, and oranges. I looked at the lemon tree and reflected on why I love marketing so much. It reminded me of the old saying “When life gives you lemons, make lemonade” and really that’s what marketing is all about! Not making lemonade that is, but how marketing is a lot like the lemonade in that it’s really the art of solving any problem you’re having in business.

For example, you may need to engage with a wider number of potential customers and clients to keep your business going.  There are marketing campaigns that you can create that specifically answer that need.  “I need more credibility”, “I need to be seen as more of a leader in my industry”, “I need more business, I need more revenue”: for every question that business owners think of, there is a planned marketing campaign to address it.

When Life or Business Hands You Lemons…

When you look at your business this way, your perspective completely shifts. You become less concerned with finding problems (lemons) and more concerned with finding solutions (karrots). You take notice of the lemons, but you pick them, juice them into a tasty lemonade, and think about the karrot solution while sipping on that refreshing lemonade. It’s actually a refreshing way to look at lemons! For every lemon, there’s a karrot!

Graphic Design Isn’t So Easy Peasy Lemon Squeezy

Karrots is a great example. One of the problems we constantly battle is that most people think that graphic design is relatively easy. That we marketing companies just have a blast just throwing campaigns together whimsically and without any real effort at all. Branding isn’t a science and marketing is just a way for “creative people” to make a living. This was our first lemon and we drank a lot of lemonade thinking about how we could overcome this strong perception. Many prospective clients when quoted would respond “Wow, that’s really expensive. My neighbours daughter could do it for $100 or I could go to anyone of those online places and get it done for the same or $250 most. A logo doesn’t really take that long to do does it? Maybe an hour most.” And that’s when I realized the Karrot to this lemon was making a video. We created a video to answer that question and educate people by showing them that the actual logo development, from beginning to end, was way more involved than two minutes. Was more like 3 weeks in fact.

From Lemons, to Lemonade, to Limoncello, to KARROTS!

It’s a refreshing point of view to see that within each lemon is a seed that grows into a solution for your business. Within every obstacle, there’s a way around it.  Choose to see your challenges like that, and you’ll welcome the lemon tree, even look for more lemon trees. Then you’ll start looking for the lemons that are ripe and ready to pull and harvest, rather than dread it thinking “oh God, please not another lemon”.  Within every lemon is a new possibility. It’s a great perspective to have in life as well. A change in perspective, a refreshing point of view, in perfect timing with the spring season that represents rebirthing and new life.

Lemons + Karrots = Infinite Possiblities

Now I look at that lemon tree and see the infinite possibilities of what I can create. I can use the lemons to create lemonade, but that actually doesn’t seem to be all that creative anymore. There’s more uses for a lemon than lemonade. I can throw some slices of lemon into hot water for my morning cleanse, can use it in my tea, can squeeze the juices into my savoury cooking, or use it to flavour all kinds of culinary dishes. There is so much that can come from that tree if you’re looking for it. What could you create from yours?

Lemon Tree