WARNING:
Think Before You Send
Going Back to Basics on Email Etiquette

By Carita Eleazar

The beauty of doing business in today’s digital world is that most day-to-day conversations with clients are conducted via email and are consequently documented word-for-word. This is a double-edged sword. On the one hand, it is easy to go back to the history of a conversation and dig up important information by a quick “search” thereby saving you a humiliating phone call to the client asking to repeat what he or she said. On the other hand, anything you write can and will be held against you. In our industry, we hear a lot about branding but what we do not hear is the importance of email etiquette and how it reflects our own personal brand.
 
What does your email etiquette say about your personal brand? Here are a few things to consider before you send your next message like a hot potato:
 
1. Use your “To:” wisely. Have you ever seen your name on a distribution list and wondered if you need to take action or if someone else on that list is taking action? You decide to ignore it and then during the next production meeting you realize the ball got dropped because everyone decided to ignore the message. Avoid confusion or duplication of effort by directing your message specifically to those who need to take action. Think about what value your message will bring to the intended recipients. Does your client’s boss’ boss really need to know that you completed the status report? Does he even know who you are?

2. Know your subject line. Get your recipient’s attention by having a succinct subject line. If an email has been replied to several times and the topic veers away from the initial conversation, change the subject line.  

3. Use your “Cc:” wisely. Do you mean to use Cc: or do you really mean to forward the message AFTER it has already been sent to the intended recipients? Have you explained to your recipient why you are copying someone else on the email? I’ve seen emails come in with a random address I have never seen before, and I wondered whether it was intentional. Was I supposed to “Reply to All?” Be specific about your intentions. Don’t leave your recipient guessing and frustrated.

4. Don’t be a serial forwarder. Having to decipher a forwarded message can be aggravating. If the forwarded email message needs explanation, take some time to do this. Be considerate of the person who has to interpret what you are thinking. Don’t just forward it hastily to get it off your plate.

5. Don’t forget about “Bcc:” The Bcc: button is a sneaky little button, but is very powerful when used properly. Don’t forget about it!

6. What is your message? Have you ever read an email and thought, “Huh?” even after reading it several times. We’re not all mindreaders. What you think you are saying is not always how your recipient is reading your message. Be concise and precise with your words. The beauty of email is having the ability to delete something you initially typed and rephrase your thoughts. Take advantage of this. Plus, you never know who the email will be forwarded to.

7. Signing off. Would you ever just hang up the phone on someone without saying “Goodbye” or “Talk to you later?” Most likely not unless you are in a heated conversation. Be vigilant of how you are signing off. Are you leaving an email signature for convenience? Are you signing off with your name? Are you thanking the recipient for their attention to your message? Just because you are communicating behind a computer screen, doesn’t mean you shouldn’t be polite.

8. Timing is everything. Reply promptly when necessary, but not always. It’s counterintuitive but it makes sense. Not all emails require an immediate response. On the flip side, don’t let an email sit for days and weeks. Sometimes sending a simple acknowledgement and setting an expectation for a response is appropriate. We’re all busy but being busy is no excuse for forgetting common courtesy.

9. Using a mobile device. We all try to be as productive as possible and generally, most people can recognize when an email is coming in from a mobile device. Just remember to think about your message and how your recipient is perceiving it. Oneliners are usually misinterpreted as being short or snappy. If it can wait until you’re back at your desk, just put the BlackBerry^® down and keep on driving or pay attention in the meeting!

Next time you are tempted to quickly hit that little send button, go back to these email basics and think before you send.

Carita Eleazar, Account Manager and author of this article, has worked in three different marketing communications agencies managing a variety of clients and projects from multi-million dollar advertising campaigns to complete rebranding initiatives. She holds a degree in communications with a concentration in public relations.

 Email to a friend and share the knowledge! – click here

Follow us on: