Use of E-Mail Signature Files in the Hotel Industry

Document Type

Article

Publication Date

7-24-2009

Abstract

Hotel companies could include marketing messages with their e-mail signature files (.sig files), but this study found that fewer than half of 392 hotels did so. Many e-mail signature files simply contained the title and contact information of the responding party, often with a privacy statement. Since the prospective customer has contacted the hotel for information, it seems appropriate to include a .sig file that includes marketing elements, such as hotel attributes, promotions and special offers, and awards or honors received. The addition of a .sig file costs nothing and provides a way for the hotel to build its brand identity while cutting through advertising clutter on the inter-net and in other media.

DOI

https://doi.org/10.1177/1938965509340769

Original Citation

Magnini, V. P., Honeycutt, E. D. (2009). Use of E-Mail Signature Files in the Hotel Industry. Cornell Hospitality Quarterly, 50(4), 510-519. http://dx.doi.org/10.1177/1938965509340769

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