Do Something! Make your email signature work for you

Most (if not all) email programs include a feature which will allow you to customize your email 'signature' - the information at the bottom of your outgoing emails. Your email signature can be a great marketing tool.

Is your email signature pulling its weight? Here are some things to consider incorporating into your email signature on business-related emails:

Your full name. While this may seem obvious, it still amazes me how many people send emails that don't include their name at the end. Perhaps that's because they assume that their email arrives in your in-box with their name attached to it -- but even that isn't always true. Some emails arrive with only the email address, which can look like gobbledy-gook. And some emails are signed only with a first name. Don't assume that everyone you write to will know who you are - include your full name in your email signature.

Your firm name. Just as you shouldn't assume that people know your name, you shouldn't assume that they remember your firm name. You want to have name recognition for both you as a lawyer and for your firm. That means all of your business-related emails should include your firm name.

Your logo. If your firm has a logo, it was created to help 'brand' your firm. It should always accompany your firm name. Include it in your email signature.

Your firm's tagline. Just like your logo, your tagline is a part of your brand. If it's on your other marketing materials, you might want to include it here, too.

Your contact information. Include your email address, phone number and/or mailing address at the bottom of emails. Your contact may have this information stored in their contact database, their rolodex or on your business card (which, if they have it at all, is likely to be at the bottom of a pile or tossed in a drawer somewhere). Even if you think your email recipient has your contact information, including it at the bottom of your email will make responding to you easier.

Your complete website url. If you include your web url at the bottom of your email signature, you're much more likely to get visitors from your email. It's much easier to click on the web address in your email then it is to open up the internet and type in your website name (or worse yet, do a Google search to find you). The name of the game is to make things as easy as possible for clients, potential clients, strategic alliances, etc. If you have a blog, include that url in your signature as well.

So far, these suggestions have been pretty basic. But countelss lawyers who send business emails or participate in list serves or other email activities that are intended to create or foster business relationships forget to include these basic items. Does your email signature include them?

If you're with me so far, stay tuned for next week's "Do Something!" post for some more 'advanced' suggestions that can really make a big difference.

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