Dos and Don’ts of Business Signature File Use

Signature files have been around since, well, before most current Netizens were even aware that email existed. Before the Web, folks generally had basic contact info and included their favorite quote to indicate their feelings or perspective on certain issues.

Now, most will use their properly left-aligned signature file as a quick identifier of who they are and what they do and provide a link to their Web site while those online for personal use will still serve up witty, clever and many times interesting quotes.

The most important reason to use a sig file is that signature files allow you to promote your site or value proposition indirectly by simply going about your daily online business. Whether you are posting on message boards, emailing other site owners or participating in mailing lists, your signature file gets your basic information and a link to your Web site in front of everyone you email or those who may just read your post on a message board.

Your sig file’s contents can help you solidify yourself as an astute technology user who is a caring human being and if you have a business to soft sell your enterprise to your contacts. Signature files are the ultimate in online passive promotion when used properly and effectively.

Let’s first cover the DON’Ts:

1. DON’T have your signature file start right after the last sentence line in your email. Looks unprofessional. Make a point of setting up an extra line break in your email program or just be sure to hit “enter” one extra time when typing your email is completed. Keep your sig file no more than 4-6 lines. No, there is no law that will send you to the pokey if you break this guideline however, this is a role that most follow and is a recommended guideline so you don’t appear too pushy.
2. DON’T have everything about you including the kitchen sink in your sig file. If you have a Web site, include a pointer to your URL to ensure folks can find out whatever they like about you – that is really what your sig file is for. To have your pager, cell, home, business, work, accreditations and a slogan about how great you are will lead to the perception that you are tad bit self-enclosed. You also do not need to include your full “all about me” signature file on every email in ongoing conversations or with those who already are aware of all your information. Instead, for ongoing conversations use a simpler less info-packed version  maybe one that just includes your most used sign-off and your name.
3. DON’T use quotes at the end of your e-mails noting your point of view on anything. Particularly controversial, religious or political quotes in your business signature file are to be avoided. The only exception would be if your business is a religious or political enterprise such as a church or campaign office. I’ve seen many a witty and humorous quote in emails. However, regardless of how well intended you may be, how funny the quote, how important the issue or your personal beliefs, your business communications are not the venue. You risk alienating those that are not of like minds. Save quotes noting your opinions or point of view for those who know you well and agree with you or who understand your need for attention. Here again, if you wouldn’t put that quote on your business letterhead, don’t put it at the end of your e-mail!
4. DON’T throw in any sales pitchy type hype. Credibility online is very difficult to attain and maintain without undermining your efforts. Refraining from overzealous sales hype that ends in exclamation marks tends to lead to you being perceived as a seasoned professional. A short and sweet comment about your product or service is sufficient. Let your Web site do the selling for you!
5. DON’T use formatting in your sig file (or your business emails). This includes ASCII formatting, font colors and bolding or including graphic files in lieu of a plain text signature. If you wouldn’t turn your name or title bright red on your company letterhead – don’t do it in email. Embedded logos and graphic files, besides tripping network security protocols and risking your e-mail being blocked, many times are displayed as attachments. You are in essence then contributing to the recipient’s attachment folder unnecessarily requiring they have to weed through your signature file graphics to get to the important attachments they were expecting.
6. DON’T close with your signature file reflecting anything but proper punctuation. Please capitalize your name properly: John A. Smith, John Smith, John. Not typing your name properly with appropriate capitalization reflects a lack of education and business savvy.
7. DON’T start using your sig file until you have verified, reviewed and double-checked that all the information is correct. I see signature files with errors every day! Sigs with errors lend to the perception that you lack attention to detail.

Now to the Do’s:

1. DO align your sig’s text with spaces rather than tabbing. Tabs and text are displayed differently on different machines, which can make your layout look yucky. Also keep in mind that you want to keep your sig file to 70 characters or less as that is the set screen width default for most email programs.
2. DO make sure that your signature file contains the basic info folks need to contact you. No need to include your email address – that is automatically noted at the top of every email you send. The only instance where you would want to include your primary email address in your signature file is if you are using a different or secondary email address to send the email in question.
3. DO setup your email program to automatically append your signature file and make sure to include your sign-off so that you do not have to type your name with every email. So, for example you can have:
   

   Thank you,
   John A. Smith
   Widgets Sprockets
   Web Site Address Here
   Slogan or Additional Information Here

4. DO make sure that when you include your Web site address that you add the “http://” before your site’s URL. In some email programs without the http:// the program will not recognize the address as a link and it may not be clickable within your email. One of the neat things about sig files is they allow you to have every email be one click away from your Web site. Don’t miss this opportunity by forgetting the http:// .
5. DO have several signatures that you can switch dependent on tone or issue at hand. And make the effort to use them. Sig files are an excellent way of setting a tone and directs the ongoing communication’s priority or level of formality. Sincerely, Best, Regards, Respectfully – each can be used differently depending on whom you are communicating with and the tone you would like to set. You can also set up signatures that have your formal name and a less informal version to set a comfort zone with the other party such as Elizabeth vs. Lizzy. Keep in mind to not be overly informal too soon with new contacts. Formalities are in place for a reason – especially in business communications.
6. DOhave signature files that relay a different message based on where and to whom you are emailing. If you are marketing on message boards or newsgroups use a signature file that reflects your new product or the current promotion that is directed to that specific audience. Different terms and words have different effects depending on the market. Be sure to include a call to action such as: Download now… Contact Us today about… Get your free… – you get the idea – sans hype. Don’t use multiple exclamation marks or question marks.The beauty of your sig file is that you do not have to say anything about your own site in the body of a posting … unless it would be relevant/appropriate and it is the proper forum. This is a great way to subtlety market to those you do not know. Keep in mind however, the last thing you want to do is post gratuitously or send an email with a one word answer just for the sake of getting your signature file in front of folks. That is one of the oldest tricks in the books and folks will know what you are up to and may complain directly to you and/or the moderator. Credibility lost.
7. DO keep in mind that the perception your signature file gives will lend to the perception of who you are, what you believe in, if you follow the roles, if you know how to use technology – or not. Quotes are fine and sometimes apropos depending on the conversations tone and topic, however, keep in mind who will be reading the email and the perception your opinion via the quote you include will leave. Humorous or controversial quotes are best left to personal email.

So, there you have it! The basics you need to know to use signature files properly. Use these tips to build your own personal library of signature files. Always update and work on your signature files – there is always something new to say about yourself or your business!

Some More Info for You:

1. Daily Signature Files Use Guidelines
2. Signature File Separators
3. Degrees in Signature Files
4. Signature File Graphics
5. Office Signature Files