Digital branding starts in your inbox.
It’s something you take for granted, something seemingly trivial, even mundane. When executed thoughtfully, however, it makes a splash. It says, “This guy is sharp—I want to work with him!”
What is this opportunity, obvious but overlooked? It’s the bookends of your emails: your address and signature block—often, the first and last thing your recipients will see. For better or worse, your email bookends are powerful purveyors of your brand. What are yours conveying about you?
A version of this blog post appeared on Technorati (June 13, 2011), GovLoop (June 14, 2011), K Street Cafe (June 14, 2011), and GovernmentCIO (June 1, 2014).
One of the most overlooked opportunities for online marketing also happens to be one of the most ubiquitous: the email “signature”
One of the first things new employees do is create a “signature block” for their emails. These half-dozen lines or so, consisting of your contact info, plop themselves at the bottom of every email we send. Yet few people put any thought into their e-signature, let alone alter it after it’s set up.
This modus operandi reflects a 1.0 mindset. Let’s upgrade it.
A version of this blog post appeared on LindsayOlson.com on May 1, 2009.
Would you hire this self-described Internet strategist? He rarely blogs, doesn’t much tweet, and uses YouTube for quick and dirty videos filmed with a Flip camera.
No? Would your mind change if you knew he were a veteran of Microsoft and Yahoo, whom the Washington Post described as “one of the elder statesmen in the … class of online political operatives”? What if NationalJournal.com credited him with expanding the Republican National Committee’s e-mail list from 1.8 million to 12 million, and “dramatically improving the party’s social media outreach”? His name: Cyrus Krohn.