Let’s take a common scenario: Two messages are sent around the same time. One email uses a catchy subject line and design, but it’s clear that it was sent to a large list of contacts or subscribers. Alternatively, you see a message from someone you know and trust. Most of us will open the message that was meant specifically for us. This scenario illustrates an often-overlooked email strategy: specialization. While not every subject line and email body can directly cater to an individual, one thing can – the signature at the bottom of each message. Is Your Email Signature an Overlooked Ad Channel?

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