BK Magazine Marketing Mojo
Posted by David Marshall, Vice President of Editorial and Digital , Berrett-Koehler Publishers Inc.
David Marshall heads the editorial department, which is responsible for 40-50 new titles per year and 5-10 digital products or initiatives.
What: Using a marketing-oriented email signature block. Almost everyone has a signature with their name, title, and contact information. The trick is figuring out what marketing message best accompanies that. If you include too much information, people will get overwhelmed. So you want to pick whatever message has the most impact. This could be any of the following choices:
Why: This can be a great way to impress your logo upon readers or create more brand awareness for yourself, as well as remind readers how they can reach you in a memorable way.
How: Think carefully about the information you want to include, and format it properly in a word document. If your brand is associated with certain colors, consider using those colors in your fonts. Put the information in the “signatures” area of your email service, so you can add it quickly or automatically to every email.
BK authors are encouraged to include a link in their e-signature to the BK website. From there, customers can buy directly from BK, or click links to shop at Amazon, Barnes & Noble, and other popular e-commerce sites instead. The reason to come to the BK site first is that we offer digital goodies on the product page that can only come from the publisher.
, An infographic from Forbes about the items professionals are most likely to include in their email signatures: http://www.forbes.com/sites/ilyapozin/2013/05/30/anatomy-of-an-email-signature-infographic/
, Examples of good email signatures, along with links to sites that can automatically generate them: http://www.bloggrrr.com/top-10-best-email-signatures-to-end-your-emails/
, A Pinterest board of email signature design templates: http://www.pinterest.com/emailsigrescue/email-signature-design-templates/