A signature move for links
For many, the e-mail signature is something you set up once and forget about it. Yet it can be a great way to capitalize on coverage you receive. Imagine after your name, company and phone number, you had something like this:
Check out CEO ___’s recent appearance on the PR Works podcast, Business Way Outside the Box.
This approach has a number of benefits. First, it’s a call-to-action. Many e-mail signatures lack one. Second, having a longer sentence in your signature will draw some attention. It’s a nice change than the usual “Follow us on social media.” Last, it’s an opportunity to mix it up with your e-mail signature.
Many people try to jam as much information as possible into their e-mail signature and then forget about it forever. Too much information in a signature can overwhelm the reader. So, unless they are looking for something specific, the signature gets ignored.
To simplify, try reducing your e-mail signature to three lines and the call-to-action.
The first line can be your name. Link it to your e-mail address.
Second can be your company, link that to your company website (your logo will also suffice, but be sure to link it to your website).
The third can be your direct line or cell or both. Each phone number does not need its own line.
For the call-to-action, have a return in between so it stands out. Be sure the link to the coverage works.
As you get additional links, you can mix up your e-mail signature. Alter it to the important things that are going on with your company. It can even be to a page within your company’s website if you are offering a brand new service.
The PR Pointer here is you can get more out of the coverage you receive than just in your newsroom and on social media. You can use it to engage both prospects and current clients.