Today, Monday, May 22, Mary Gillen starts a series of posts on how an organization can increase traffic to its Web site or blog without spending big bucks.
Email programs (such as Outlook, Thunderbird, Eudora, etc.) can be configured to add a message to the bottom of each email sent out. These text messages are called signatures, and are typically the most under-utilized marketing space on the planet.
Think of these email signatures as little billboards that draw attention to some aspect of your business. If the folks in your organization send out a lot of email every day, these signature messages can get noticed by a bunch 'o people. But there is a scheduling trick that makes this really work.
Let's say there are four departments in your organization called Sales, Human Resources, IT and Accounting. What makes this type of campaign work is to get the signature message out to as many different audiences as possible. Copy for four different signatures should be created for use in the campaign.
Schedule each department's personnel to use one of the campaign's signatures starting every Monday for a full week. The next week, each department uses a different signature.
Here's a sample schedule:
Tomorrow: Writing Copy for Your Email Signature Campaign
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