Here in Part 11 of the Using Your "SEND" Glands? arc we're getting close to the end of our deconstruction and analysis of an email signature file. Part 1 gave some examples of typical signature files and part 2 introduced the concept of psycho-social distance between sender and receiver of an email. Part 3 expanded on the concept of psycho-social distance as the "Six Degrees of Separation" and Part 4 introduced my business signature file as a working model going forward. We started analyzing how the research's findings explain what's in my and others' signature files in Part 5 and Part 6 continued that analysis.
Part 7 explained that gender plays a role in how signature files are laid out. Part 8 gave clues as to whether the individual at the other end of the email is a team player or not and Part 9 explained what messages the use of bold and italics convey. Part 10 dealt with priorities and affiliations.
Here we learn what the sender believes will demonstrate their knowledge and experience in their chosen field.
The next item to consider is an information "block".
- Defining Attention on Websites & Blogs IMedia column
- Have you played the game?
- Intersection of Media and Science Blog
- I'll be speaking at the San Francisco April '07 Emetrics Summit on Quantifying and Optimizing the Human Side of Online Marketing on May 7, 2007. Come on by and say hello.
Again and because I know the author of this signature file, I know that these items change from time to time. What is always presented is three to four elements, usually the author's latest writings, a link to the author's blog and any future speaking engagements or recent television appearances.
The purpose of this block is remarkably direct -- probably the most direct, obvious, conscious and intentional communication in the entire signature file. The author is drawing attention to items that (the author feels) demonstrate their expertise and knowledge base. Many people might not include such an information block in their signature file and experience has demonstrated that people will indeed look at these items and often click on them, especially if the items are topical.
More to follow...
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- Online Anthropology blog posts
- Online Identity blog posts
- Online Privacy blog posts
- Online Trust blog posts
- The Using Your "SEND" Glands? arc
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