Earl Honeycutt, professor of marketing in the Love School of Business and director of the Chandler Family Professional Sales Center, co-authored an article with Vince Magnini of Virginia Tech titled “Use of E-Mail Signature Files in the Hotel Industry.” The article appears in the November issue (50:4) of Cornell Hospitality Quarterly.
The paper cites research showing that fewer than half of 392 hotels include .sig files, or email signatures, in correspondence to customers. The article discusses how hotels can benefit from incorporating marketing messages in email signatures for hotels, including promoting hotel and offers and providing a way to build brand identity.