Harness the Power of Your .SIG

by John S. Rhodes

(Note: a ".sig" is an ASCII text signature that is automatically attached to the bottom of your online writings, such as your email and newsgroup postings.)

I recently sent out a request to about 15 colleagues to ask if they would take a survey for me. I also decided to place a condensed version of the request in my .sig. Then, as usual, I posted messages to a few newsgroups and lists with this altered .sig. Which method produced a greater number of responses? Hands down, the .sig method was a clear winner.

Without a doubt, the .sig file is the best way to improve the usability of your email. Most people do not think too much about the .sig, and therefore do not tend to use it appropriately. In fact, almost no one thinks about the usability of email. Let’s examine what the .sig can do for you.

I’ve made the claim that your .sig file is a great way to improve the usability of your email and postings. This is in part because it acts like a business card, providing a reader with crucial contact information. But the .sig file is more than a simple business greeting or exchange. It allows you to add a personal touch, or a flair, to the message. A .sig tends not to intrude on the readability of the message, since it is at the bottom of the page. However, it does improve the overall content of the message, hence the utility of the message is augmented.

Also, the .sig file is effective because email is used more than any other communication medium on the Internet. Email has a great reach. The added text of the .sig hardly has an effect on bandwidth, yet the value it provides is high.

Finally, don’t forget that the .sig file is a very powerful way to advertise. If you have a company or products to sell, the .sig file can be an invaluable marketing device. One simple post to a newsgroup with a well-created message and signature file can generate a truck load of email. It can also point people to your Web site, unobtrusively. I’d wager that one good .sig file is worth 10-100 cold calls.

A rough and informal analysis has lead me to recommend that all .sigs must contain these two important elements:

1. Full name
2. Email address

However, a .sig might include these items as well:

1. URL
2. Telephone number
3. FAX number
4. Company name or organizational affiliation
5. Quote, comment, or humor statement (use with caution)
6. Snail mail address

I recommend that you keep your .sig to less than six lines in length, for two reasons. First, a large .sig can be distracting. A large .sig is clutter and lacks aesthetic appeal. Second, if it takes more than six lines to express yourself to the reader, then that information should probably be part of the message itself.

Do not underestimate the power of your .sig!

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