Your Email Signature: Missed Opportunity?

Here’s something you can do today – right now, even – to spruce up your marketing a bit and ultimately help you book more gigs.

Take a look at your email signature (that little section at the bottom of each email where you sign your name).

What does it say after your name?

marketing article for musiciansIf yours is like most email signatures, there’s probably some room for improvement.

This is prime real estate, after all.

When you’re communicating with someone about a potential booking, you have your ideal customer’s attention focused right there for a minute, don’t you?

So, let’s make the most of that opportunity.

Marketing With Your Email Signature

Seven Ideas to Maximize That Prime Real Estate

Mix and match these concepts as you see fit.

#1 – The Basics

If you’re not linking to your website, including a phone number, and saying something about what you do, start today.

Example (BAD):

Dave Ruch

Example (BETTER):

Dave Ruch (this would be “clickable” of course)


Dave Ruch – Performer and Teaching Artist

#2 – Any notable affiliations

Have you won any awards? Been named to any artist rosters?

Your signature is a great place to leverage that “social proof.”


Dave Ruch – Performer and Teaching Artist
Huffington Post contributor

#3 – A great testimonial or two

Other people’s words carry a lot more weight than anything we can say about ourselves, and when that other person is a respected name (or works in the same field as the recipient of your email), those words really matter.

email signature marketing for musiciansBy including a powerful quote or two, you’re helping to reinforce the fact that you’re a professional and you’re well respected for what you do.

advice for musiciansNot sure how to get good testimonials? Try this (see #4).

Of course, the quotes you use will likely change depending on who it is you’re emailing and what kinds of performances you’re trying to book.

I have several signatures I use for different purposes, all with different quotes.


Dave Ruch – Performer and Teaching Artist
Huffington Post contributor

“Life changing – hire this guy NOW!”
– Bob Dylan

(ok, I made that one up…)

#4 – The one video you really want them to see

Is there a video online of you performing at a notable venue?

“Watch Dave perform at the Kennedy Center” works great.

Even if they don’t click on the link, they’ll note that you’ve performed at a prestigious venue.

Here are two more ideas for directing them to a video…


Dave Ruch – Performer and Teaching Artist
Huffington Post contributor

Watch Dave entertain an audience of history buffs (with link) 

Looking to bring new audience into your music venue? (with link to video of your new show)

#5 – Got a big gig or appearance coming up?

Again, that’s great social proof.

(And no, they’re probably not going to attend, but that’s not the point.)


Dave Ruch – Performer and Teaching Artist
Huffington Post contributor

Coming June 24 to Carnegie Hall – tickets available here (with link)

[optin-monster-shortcode id=”afa5qjjjbttjjje5″]

#6 – Do you have a “lead magnet” or helpful article you’ve written?

If you’ve created something of value, direct people to it. It demonstrates your helpful nature and interest in the field.

(Haven’t created anything yet? How about “Five simple tips to make your next event a success,” using anecdotes from your own experiences doing gigs.)

Wouldn’t that be of interest to the people who hire you?


Dave Ruch – Performer and Teaching Artist
Huffington Post contributor

Get the free guide on grant funding for performances and lectures

#7 – Establish that you’re the right answer

Sometimes (often), it’s the little things.

Simply by overcoming an objection, or even better, establishing the clear benefit of hiring YOU, you’ll sway the booking process in your favor.

Why not plant the seed right there in your signature?


Dave Ruch – Performer and Teaching Artist
Huffington Post contributor

Fast communication, always on time, hassle free booking
Haven’t met an audience yet that didn’t like to sing, learn, and laugh out loud

How to Set Up Your Email Signature

It should be easy enough in just about every email program to set up your signature, or better yet, a series of signatures for the different things you do.

(I have one for my solo act, one for my band, one for my work in schools, etc.)

Using Microsoft Outlook?

If you’re using Microsoft Outlook, click “New Email” like you do when you’re going to type a new email to someone.

Next, choose “Signature” along the top row.

From there, you can set up as many new signatures as you like. Give each one a distinct name.

Then, just before you hit “send” on your next email, click the “Signature” tab again and a drop-down list will appear with all your signatures.

Choose the appropriate one, and you’re off to the races.

Gmail Instructions

Find the button that looks like this on your Gmail homepage:

gmail signatureClick that button, and choose “See All Settings.” From there, under the “General” tab, scroll down to “Signature” and away you go:

email signature marketing for musicians - dave ruch

The red arrow in the image above shows you where to look for more information on customizing and troubleshooting your signatures.

BonusWant to see how many people are actually clicking on the links in your email signature? Get a free account with Bitly and you can track that.

What About Including Social Media Links?

Shouldn’t I have those in my signature too?

Well, if driving people to your Facebook page or Instagram account is really important to your strategy, sure.

But I’m guessing there are things you’d rather have people see, right?

Why encourage them to visit (and get distracted on) a social network when you can instead point them to something that will serve your goals?

email signature marketing for musicians - dave ruchSo, What’s in Your Email Signature?

Creating a few customized email signatures is fairly painless, and it’s a valuable marketing opportunity.

Why let it go to waste?

I’d love to hear what’s in your email signature, and how it’s working for you. The “Comments” section is just below.

About The Blog

The Largest Online Gathering of K-5 Classrooms for Connected Educator MonthSince leaving a white-collar marketing job in 1992, Dave Ruch has been educating and entertaining full-time in schools, historical societies and museums, folk music and concert venues, libraries, and online via distance learning programs.

Along the way, he’s learned a great deal about supporting a family of four as a musician.

The Educate and Entertain blog provides articles, tips, encouragements, and how-to’s for regional performers (in any region) interested in making a great full-time living in the arts.

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19 Responses to Your Email Signature: Missed Opportunity?

  1. Very good article Dave. I have actually been doing that for years however, you brought up a very good point about Social Media links which is what I had in my signature (just under my own website of course 🙂 ) but I am going to change that because, yeah, there are more important things in my world than Facebook lol, cheers

  2. Thanks, Dave. I do most of this already (and have way too many letters after my name that probably just confuse people and make them cranky), so my big takeaway was to add, after my name, the simple words:

    Performer, Researcher and Teaching Artist

    THANK YOU! (will keep all the annoying letters there for now lol)

  3. Hi Dave,
    Your post prompted me to share this missed opportunity……
    When i do our bands set list, I put our band name and logo at the top, along with our tag line. I put the date and venue. Then I list the songs….with key, tempo, and notes. At the footer I put our contact details and web address.

    1. This works for the band and is so much better than a scribbled page.
    2. It personalises it for the venue.
    3. It makes it collectable for our fans.
    4. It’s as good if not better than a business card.

    I always print off a few extra copies to leave behind/give away.


  4. Hey Dave, Did Dylan really say that about you?! I got a great one from Pete Seeger, who said “Rich is the BEST folksinger to come along since myself.”! Do you think it would help to use that? Take care, keep up the great work you’re doing, and here’s one from me that you’re welcome to use, “Dave is the best folksinger to come along since myself” – Rich Bala

  5. Adding my TEDx Talk video to my email signature line generated some great quotes/testimonials. The TED brand also gives me great credibility.

    I love your idea about providing a lead magnet. I will definitely use that tip. I have great resources on the effectiveness of arts integration programming, as well as the power of storytelling in the classroom, but I am not the originator of this material. Should I still share?

    Great Post, Dave!

    • I don’t see why not TAHIRA, unless the articles are proprietary and not available openly on the internet.

      • Cool. They are definitely posted on the Internet. For a moment, I was thinking that perhaps your idea was related to positioning yourself as the expert and that would be the reason for you to be the creator of the content.

        • Well, it can certainly work that way, but by sharing someone else’s useful work, you position yourself as someone who cares and is invested in your industry, right? So either way, it’s a win.

  6. I was sure you had some kind of email template to help with the initial contact emails but can’t seem to find it anywhere – was I wrong or can you point me in the right direction?

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