I’m pleased with this on so many levels, not only because I find it aesthetically alluring, but because it’s succinct, thorough, and full of hyperlinks. My name, followed by the three ways I want to be known—author, writing coach, marketing entrepreneur—in order of importance.
I’ll admit, I sometimes tweak that, depending on what I’m emphasizing in my work life at the time, and that’s a good practice, to change it up at least a couple times a year to align with your current focus.
But then I go into detail, with hyperlinks, below the explainer, guiding recipients on how I’d like them to connect with me.
First, a link to my Substack, which is my twice-monthly newsletter. I want people to read it, to subscribe, to engage. There, I share my accomplishments, announce book launches (with links!), offer classes and retreats, and generally present to the public meaningful ways to connect with me.
Next my website. Now, I have three websites—my author site, my marketing company site, and my publishing imprint site. I’ve chosen my author site for my email signature because that is my foremost identity these days. I want people to discover my books and classes and coaching opportunities, so I share the site that houses it all.
Next comes my business, then my socials, then a link to buy all my books in one place. Then the beautiful book covers of my four most recent titles.
Now, the book covers used to be hyperlinked individually, but they’re not lately because above them, I have a simple link to “buy my books”. I am trying to send people to that one place and whether they click on it or not, I still want them to see the beauty of the book cover designs for my latest titles.
When I advise clients on how to build an effective email signature, I say the following:
- Keep it simple, with clear, direct text in order of importance
- Hyperlink the most important options for easy access
- Avoid quotes! Lots of people include a quote that inspires them in their signature, but honestly, it’s wasteful because you’re giving important marketing space to someone else. And, it’s hard to discern why you chose this one quote, what it says about you and what you do or offer.
- Graphics should be small and uncluttered.
Do people look at email signatures, you may wonder? The only research I found said that an email signature is an important marketing opportunity, though most people email the same folks again and again. And interestingly,
one article suggested that an email signature harms the environment due to the extra energy it requires. (That one gave me pause!)
Still, I think it’s a waste not to have something in the field below your email. Some way of identifying you or sharing important information.
And that brings us to…
Tip #2: IMPACT VS. EFFORT
Marketing clients have long asked me to quantify the value of marketing efforts. Marketing is never a dollar-for-dollar return on investment. Clients need to know this up front, so they can set realistic expectations.
So, too, authors must recognize that all the effort and expense they pour into marketing at the outset will not be immediately matched by robust book sales or an instant soar to the top of the bestseller chart.
Marketing is always a slow-and-steady-wins-the-race—and really, it’s more like a marathon anyway.
Research reveals that an author needs to have at least five books in a genre published and in the world (and cleverly marketed) before they start seeing a substantial, steady income from book sales. And for some authors, it might be more than five books.
So it’s a lot of effort for a long time before you see the steady payoff.
It’s like that with any career, really.
I’m in it for the long haul. I plan to write and publish a book a year, and since I made this pledge, I’ve released four books in two years actually, so I’m on my way.
I build time in my weekly schedule for book marketing, and that includes this email signature and also Substack, digital advertising, social media, media relations, speaking engagements and readings, and more. I am trying to curate how I show up in the world, teach people how to know me and engage with me.
Every author must do this, make time for marketing as part of your regular schedule. At least, if you want to build an author career that supports you. It’s not enough to just write a book and hope people will find it. You have to lead them to it, and continue engaging with them.
Establishing an author brand and telling that story over and over again in every marketing channel, including your email signature, is the way to succeed as an author.
Lynne Golodner is the author of 12 books and hundreds of essays and articles. Her third novel, I LOVE YOU, CHARLIE TANNER, hit #2 in contemporary fiction on Amazon within a month of release and has already sold more than 4,000 copies. Her first novels have won several awards including the American Fiction Award for multicultural fiction for WOMAN OF VALOR and a bronze medal IPPY award for multicultural fiction for CAVE OF SECRETS. Learn more at https://lynnegolodner.com or find all her books here. 
