In one way or another, we have all experienced it. Email communication has taken over a large proportion of our day-to-day dealings with suppliers and clients. But do we really understand how important your email address or email signature is in this context?
For the sender, an email is often no more than a means to an end. However, customers can gain a multitude of subliminal messages from the way a company represents itself through emails. If left unconsidered, this can lead to unwanted negative effects. On the other hand, if we embrace email bookends as a powerful tool to support your brand, we can leave a positive impression on our clients.
Making an impression – Consider your email ‘bookends’ (addresses and email signatures)
Often, it’s the first and the last thing a person sees which creates a lasting impression of an event or interaction. This is where your message ‘bookends’ come into play: your email address and your signature.
Have you ever cringed at a contact using ‘firstname.lastname@example.org’ (or some such) as an email address? Or received an email with images in the signature which didn’t display? These may be extreme examples, but even a small faux pas may cost you the attention of a potential client. Addressing these potential issues is no biggie and can really improve the impact factor of your business communications.
Are you aware that your emails are sending subtle messages about:
How serious you are about your business
Still using the free hotmail or yahoo email address you signed up for in the 90s? Perhaps it’s time to move into the 21st century. With a simple switch you can show your clients that you are committed to your business. A dedicated email address featuring your own domain (email@example.com) doesn’t cost an arm and a leg and goes a long way to illustrate that your business is serious and on the ball, and that you have made the investment because you’re in it for the long haul.
How professional you are as a business
A well designed, smart and functional email signature makes all the difference. If coded correctly, it can give information, attract attention, convey your brand and link to your website and social media without getting your emails consigned to the spam folder. You can even use it for a call to action (“Let us know what you think”, for example). It is the icing on the cake that is your carefully crafted email, making it the perfect calling card. All the elements in your email signature, from the wording to colours, fonts, images and links should sing the story of your business.
How tech-savvy you are
Showing off a well thought-out email address and properly designed email signature immediately signals to your customers that they are dealing with a company which is fully in control of its digital footprint and has embraced the technological challenges and opportunities of the 21st century.
The character of your company
You should consider your message bookends as a part of your branding and marketing strategy. After all, they convey a sense of what your company is all about. If your business is Big Momma’s Pies, the choice of colours, fonts and styles for your email signature will be different to those of the solicitor next door. Here are two examples how a small differentiation in image styling and colour choice can create two totally different appearances:
Email branding made easy
Whether you’re aware of it or not, your brand is present every time you click send on an email. If you’re feeling a little panicky now thinking about how long you have been sending emails obliviously of that fact, don’t worry. As they say, awareness is the first step towards improvement. Even a small change can often go a long way. However, if you really want to make an impact, your designer can help you get the best out of every email.
If you think about it, in business we’re communicating more through email than through pretty much anything else these days. Every email is a marketing opportunity, so let them work hard for your brand!