The single biggest problem in communication is the illusion that it has taken place.
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Introduction
Never assume. Remember that. If you remember nothing else you read here, remember to never assume.
When it comes to communication, never assume that your audience has the same vocabulary you do. Never assume they understand what “thing-a-ma-bob” means. Never assume that they actually read your email. Many communication challenges come from an expectation by the writer that the reader will read with the same time and attention that the writer spent composing the email. The assumption is made that great care will be taken in the reading. It just isn’t so. Your very important email that you may have spent hours composing and wording and formatting is going to be read at the same time your audience is answering a phone call or pouring another cup of coffee or thinking about the meeting that started five minutes ago. It’s not that they don’t care; they are just busy like you are, trying to fit as much as possible into every waking moment.
Now here is the exception that proves the rule: Always assume that your reader is distracted. Don’t resent it; just assume it. So if your reader is distracted, but you know you have important information that they want, how are you going to make sure that they get the information? How are you going to make communication a reality?
Following are ten tips for composing business email, with an emphasis on communicating to groups. Shortcuts, acronyms, and innuendo can be acceptable and even useful when writing to one person whom you know very well. But once you have two or more people receiving the same communication, care in designing your correspondence is highly recommended.
Here are 10 tips for writing effective email:
1. Think “Model Home” - Write for a Wide Audience |
When you visit a model home in a housing development you will see this principle in action. Interior designers select furnishings, materials, and colors that appeal to the widest audience. They also select arrangements that allow buyers to appreciate the size and practicality of the room layouts. A model home is staged for the specific purpose of allowing the potential buyers to imagine themselves in the house. Each room is laid out with a very specific function – this is the kitchen, this is the dining room, the office, the kids playroom, etc. You will never see a room without a clearly defined label. And you will never see a “junk” drawer.
The buyer is smart enough to know that they might use the office for a guest bedroom, or the playroom as a TV room. The idea is not to force the buyer to use the space in a certain way. The idea is to make clear delineations for each space. By making clear labels for each area, the buyer can more easily remember the house and remember the layout. The builders know that buying a house is a huge endeavor and so are doing everything in their power to aid buyers with their analysis and decision-making.
Applying this idea to your email, label each section clearly. Make clear bold headings such as “Instructions” and “Specifications for …” that state succinctly the information that follows. Make it obvious to the reader what each section of your email is about. It is still up to the reader to determine which group of information is important to them, but by labeling each section and grouping like items together you will make it easier for your “buyer” to find exactly what they are looking for.
On the subject of labels, please do label your subject. A blank subject line does not help anyone and will annoy some. The subject does not have to be innovative. In fact for large audiences it is often better to keep it simple and obvious. Humor is nice, but use it sparingly and only when you are certain it is in good taste. State clearly what the email is about. “Monthly Newsletter” “Notice of system update” and “Question about quote number XXX123” are some examples. Save the creative subjects for your closest friends and work associates.
2. Don’t Write too Much |
It can be easy to get caught up in all the details of your project or event when you are sending people information. That is a good thing. Everyone is glad that you are excited and passionate about what you do and all those details are important. But a business email is not the time or place where most people want to read a long missive. Neither is it the place to journal or vent. If the contents of your email cannot fit easily on one page of a Word document, then it is probably too long for most readers.
If you need to communicate a large quantity of information, then it is usually better to put it in a Word doc and attach it to the email. By making it an attachment you announce to your reader that there is a large quantity of information for them to absorb, so they can prepare mentally for the task. If your reader is checking their email on their phone or other mobile device, then the document is not forced on them. Use the space in your email to convey the importance of the attachment. Tell your readers what you are sending them and why you are sending it. This allows them to scan through their inbox quickly and either printout or mark your important document for later when they have time to give it the attention it deserves. When in doubt as to the system constraints of your audience, send both a Word doc and a PDF file, which most systems can read. Keep in mind file size limitations of some email systems.
3. Do Write Enough |
Tower: Cannot read you; say again!
Pilot: Again!
Does this remind you of conversations you have had at work? Most people feel like they are the air traffic controller in this scenario and everyone else is the pilot. They think what is being asked for is obvious, but go back to the top of this article – don’t assume. Do remember that if your statements can be misconstrued by a distracted reader, then they will be. So, write accordingly. Put enough detail into your email to clarify exactly what you want to tell or ask. Remember, it isn’t that your readers are idiots; they are just busy, so make it easy for them. Make it easy for them to say “yes” to your request and easy to understand so you will not have a slew of email in your inbox with questions asking for clarifications. You are busy too! Cut down on your own workload by writing enough information that your readers will not need to respond with anything but a “thank you” and a smiley face.
Pilot: Tower, please call me a fuel truck.
Tower: Roger. You are a fuel truck.
4. Have Fun with Fonts |
Most email systems are set up to a default font. Sometimes it is Arial or Times New Roman or Cambria and most also have the ability to use HTML (see the next section for more on HTML document design.) There are advantages to using the default font. If every email internal to a company is written on the same font, there is consistency and familiarity. However, the monotony can drive the most diligent reader crazy and if you use the standard font your email may not be memorable or easily distinguishable from all the others. For the short quick response email, the default is not only acceptable but may often be the better choice. However, when you are sending out your important announcement or newsletter, then a little thought about fonts is in order.
Fonts come in different colors. Might seem obvious, but sometimes people forget. If every section in your email is a different color and your email looks like a fifth-grader wrote it, then that might be a bit too much color. Use color to help with labels and clarification. If there is one date or notice in your email that is critical, then put in a contrasting color and bold it.
Don’t be afraid to use Italics, underlines, and bold to make your email easier to read. Most people appreciate a bulleted email so they can scan quickly. Again, remember that your audience is busy and do as much as you can to assist them in assimilating your information as quickly and efficiently as possible. White, or negative space, is not always a bad thing in an email. In design it is sometimes referred to as “breathing room” and this can be a useful tool for making your email easy to read.
5. Design Your Document |
“Elle: Here it is!
Professor Callahan: It’s pink …
Elle: Oh! And it’s scented! I think it gives it a little something extra, don’t you think? Ok, well, see you next class!”
Professor Callahan: Smell this.
Emmett: What is it?
Professor Callahan: Her resume.
Emmett: [sniffs the pink paper] Smells good.”
--Legally Blonde, MGM, 2001
HTML email opens up a whole new dimension to communicating through email. Your email no longer has to look like a text message on your phone, it can bring with it all the branding and excitement of your company’s Web presence. But there are a couple of items to consider when taking the exciting route of HTML email.
HTML is the system that allows colored fonts, bold characters, and the ability to insert images. With the ability to make your email match your company’s Web site, it can be tempting to put in just as many graphics and information as the homepage has. But keep in mind that email is usually viewed within a small preview window and must compete with all the items on the mail system interface.
Also, some entities, for example military addresses and some phones, cannot accept HTML email. All the images and formatting will be stripped down to plain text. So keep in mind what your document will look like under these circumstances.
Do not let these concerns stop you from being creative with your email. Creating a consistent brand for your department or even a personal brand can be a powerful communication tool. Something as simple as a purple header at the top of every email that states the primary purpose of your email can help communicate a clear message. It also demonstrates your willingness to take extra time to attend to details.
Think of your personal design brand the same way you think of your personal style of dress. Many people take longer to pick out the shoes they are going to wear to a meeting than they take to design a document that goes out to 100 people. But those 100 people are not going to see your shoes. They are only going to see the text you put in front of them. Five minutes spent giving your email a critical eye for design elements can make the difference between a positive and a negative impression of your communication abilities.
If you have never added images or text boxes to the body of your email, start small. Next time you are online shopping for something, maybe it’s the perfect stapler, try saving the image of the stapler you want and then pasting it into an email. Both Mac OS X and Windows 7 have the ability to capture a screen shot and save the image. Some browsers also have similar functionality. Firefox has a plug-in that will allow you to capture the screen, add text and arrows and then save the image.
If an image is worth 1000 words, think of all that typing you will save.
6. Use Online Helps and Tutorials |
To save yourself some time and effort, make use of online links and tutorials. Sometimes your job will require you to generate new content. But quite often some or all of the information you need to share with a group may already exist on the Web.
If for example, if you are implementing a new software program with your group, rather than writing your own users’ manual think about including links to the company’s online resources and help files. Sometimes a quick search on the Web will yield a YouTube video that matches very closely to your user’s needs. Note the differences between the tutorial and your specific situation and let your audience learn from other experts.
You can also find examples and suggestions for designing your email online. Try not to get caught up in complicated designs. Scroll through some images and save copies of the ones that you like and reflect your personality and your idea of good taste. If you simply start noting the styles you like without analyzing too closely, you will eventually start to see a pattern of style and color that is consistent throughout. This is how you begin to create your own brand. Then you can take one of these ideas and begin adapting it to your situation.
7. If You Can’t Say Something Nice … |
Words in writing without the help of intonation or body language can be easily misconstrued. This is especially important when sending email to a group. Each person in the group will have their own interpretation of the meaning behind your email. Be very careful to avoid words and phrases that could be interpreted as sarcasm or be offensive. For example, if you were to start an email with “Look, people, …” the readers may immediately get on the offensive. Rather than being receptive to your email, they are already forming their scathing response. Make it easy for your readers to be nice to you.
Be friendly. Be positive. Be enthusiastic. Be considerate. These may seem obvious, but many a project has been derailed by a few carelessly typed words that were sent while someone was upset. When faced with a disturbing situation, compose your thoughts in a draft and then wait until you have cooled down to consider sending it. It is also a good idea to have a trusted colleague review any email that has the potential to cause more harm than good.
Though it is often quoted, these wise words of Gandhi can be useful when faced with an emotional situation. “Be the change you want to see in the world.”
8. Call Your Lawyer |
There is an old adage. “Never put something in writing that you wouldn’t want in the newspaper.” An updated version of this might go something like “Never post something you don’t want to go viral.” Once you send something out, especially to a large group, you can never be quite sure where it will end up.
If you are discussing proprietary company information, make sure that everyone you have included on your send list is allowed to see the information. You might be surprised who is allowed to view your email if you work for a government entity or a company with publicly traded stock. Your company email may be considered open for public scrutiny.
This article has focused on business email within an organization or as a matter of typical business relations. Email sent out in bulk as a marketing tool has a whole different set of rules and regulations that need to be considered. Before compiling a mailing list for external or bulk delivery, counsel should be sought and legal requirements researched and applied. For example, when sending out a mass marketing email you are required by law to include a link for opting out of the mailing. There are also regulations about disclosure of accurate addresses in the “to” and “from” lines and so forth.
If you are ever in doubt as to whether an email is appropriate or allowable or contains essential components, then consult legal counsel.
9. Predictability = Safety |
Predictability and consistency put people at ease. When people feel safe they are more likely to respond favorably. By keeping the same visual presentation and content organization with all the email you send, your readers will be relaxed when they open your messages. They will immediately know where to look to find the content you are presenting. They will also perceive your communications as reliable. They will feel they can trust you because you always have the information they want and need in the place they look for it.
Think about the Web pages that you visit regularly. Facebook, for example, has specifically limited the user’s ability to personalize pages so that every user’s experience is the same and the focus can be on the content. Although this may seem less artistic or limiting to some, it furthers the main purpose of the communication tool. This tactic has worked extremely well for Facebook, Google, and YouTube.
Don’t feel as though you cannot be creative or change up your presentation. But if the idea is to make communication easy for your audience, then placing items in the same general arrangement and in the same basic presentation format can assist you in accomplishing this task.
10. Honesty is the Best Policy |
One way to avoid having to write an apology email is by being accurate and realistic in all your correspondence to begin with. If your figures are accurate and you have set realistic expectations with what you can accomplish, you may then have fewer apologies to write in the future.
Interview with an Expert
Consulting a subject matter expert is one of the best ways to understand the subtle nuances of any communication type. Project Managers spend 90% of their time involved in communication of one form or another. Cory Cunningham, MBA, PMP is a successful PMI certified Project Management Professional. An expert in communication, Cunningham shares his insight on the importance of email in the following excerpt from a recent interview. (Cunningham’s responses are shown in italics below.)
The 10 Question Quiz |
1. Do you write email as part of your current or past jobs?
Yes. As a project manager I am constantly using email as a method of communication.
2. How important to your job function are communications via email?
Very important. In some of my work I am dependant on email as my only means of communication.
3. Do you often send email that goes out to multiple individuals? If so, how large are the groups?
Yes. I have project teams that range from half a dozen people to upwards of 40 people. I also use email to communicate project status to stake holder pools that can be in the hundreds.
4. Do you ever see miscommunication from poorly written or poorly organized email?
Constantly. Especially when people get emotionally involved in a discussion. Most of the miscommunication is the result of poorly phrased messages, or messages that infer meaning rather than spelling out exact intent.
5. How important to you think document design is when it comes to email?
I am not sure I know what you mean by document design, but layout of an email can greatly effect how the message is received. The choice of font changes, for example the use of bolding key points, can be the difference between getting the message and getting lost in the message.
Also, punctuation can change the meaning of your message without you realizing it. An example that I like is the sentence: “A woman without her man is nothing” vs. “A woman, without her, man is nothing”.
6. What tips/rules do you try to follow to ensure your email is well received?
My first tip is to always start humble. If you are asking for something you think should have already been delivered, start off by saying something like, “I must have missed or misplaced the message ... ”. By starting with a phrase that expresses that the fault might be on your end causes others to want to correct you rather than fight you when you blame them.
Also, if there is any chance of losing face from anyone in the address line, then you need to be careful. Best to state up front something that counter balances the potential harm.
7. Can you give an example or story of good email and one of bad email?
That is tough. I have seen many that are both.
An example of a bad email: A few weeks ago one of the IT managers sent out an email to all of the administrative department heads that said that a decision was made to take down one of the campus servers. What was not in the email was an explanation as to who made the decision and that the shutdown was taking place in a preauthorized time period. The sender thought they were simply informing people when something was taking place. Unfortunately, the receivers took it as a demand.
A good email example is one where I used red and green to outline the steps that IT took to fix an ongoing problem. I used red to explain the issues that we faced and green to explain the steps we took. The explanation forced the readers to feel the pain that our IT staff was experiencing while trying to resolve the problem. The end result was that the readers, the customers of IT, could empathize with IT and took some of the stress off from not knowing what we were doing.
8. What one thing would you suggest is the most important thing to make sure you do when sending email?
Besides making sure you are sending it to the right person? If it is a long email, I would say make sure it reads the way you want it to read. Print it off and read it aloud once or twice. Plus, if you are like me you probably jumped back and forth a few times to make edits. Make sure you completed them.
9. What one thing would you suggest to avoid when sending email?
Don’t expect people to know the voice you wrote in. People have a tendency to write tongue-in-cheek messages, especially when they feel cynical.
Also, if you are emotional about the subject, don’t be too quick to hit send. In fact, don’t fill in the addresses until you are sure you want to send it.
10. What question should have been asked but wasn’t?
Ah, the question of questions. That is like wishing for more wishes...
I am not sure what question you should ask, but here are some more tips:
Use “Just an FYI” in opening statements to let your reader know that you don’t need a response. Often times your reader will think that you are expecting a solution to your email that was meant to be informative only.
Don’t be afraid to use color to help guide the readers’ eyes. Just remember, red means urgent, green means okay, and the rest of the spectrum is open for interpretation.
Who you put in the address line can speak volumes. Especially if it is in a reply and grows as messages go back and forth. If you are adding people to the message, put a note in the body as to why you are adding them, and even what you expect of the new addressees. If you are sending a new message and you don’t want people to be concerned with who all got the message, send the message addressed to yourself and blind copy everyone else.
Know when to stop emailing and pick up the phone. If you have to exchange more than three responses for a single question then change the media.
Conclusion
For many people, email has replaced written communication for most of their important tasks. In they days of typewriters, there were very specific outlines that business letters, memos and reports took. But with email the formality is gone; freedom of design and format has come. That is not necessarily a bad thing. The challenge comes in harnessing all those options. Although many companies have standardized much of their formal communication, email tends to remain more free and open as a personal form of expression, even within a business context.
So embrace that freedom of expression. Place your personal brand on your email. Use that to create clear, concise, friendly, and yes, even colorful communications that are easy to read and understand. Communication is about connecting with people. About getting your ideas to them and their ideas to you. Make it easy for others to understand your ideas. Build that “model home” that makes it clear for them what you have to offer. Then sit back and enjoy the satisfaction that comes as they walk from room to room enjoying the space you have created for them.
If You Want to Know More About Writing Effective Email |
Create Stunning HTML Email That Just Works by Mathew Patterson, 2010 SitePoint, is an excellent resource for exploring the topic of email design. Patterson discusses in detail layout and the process of formatting HTML email and newsletters.
The Non Designers Design Book by Robin Williams, 2008 Peachpit Press, is the perfect book for an introduction to visual design. Written for the novice, it presents basics of font selection, visual organization, and creating visual interest in your documents.
How to Keep the Email Monster from Eating You Alive by Jurgen Wolff, 2008 FT Press, is a practical guide for helping to manage your in box and keep up with the demand for responses.
OWL Purdue Online Writing Lab is a general resource for writing information. Their site is a wonderful resource for writing of many types. Following is the link to their Email Etiquette page. http://owl.english.purdue.edu/owl/resource/636/01/
DS Development Software has articles on several email topics including personalizing mass email, performing mail merge functions and sending HTML newsletters. The following link takes you to their article “How to Compose a Personalized Email Message for your Mailing List.
http://www.emailaddressmanager.com/mail-merge/personalized-email.html
Acknowledgements
George Bernard Shaw quote on page one was retrieved from
http://thinkexist.com/quotation/the_single_biggest_problem_in_communication_is/155222.html
“Pilot to Tower” jokes on page five were retrieved from http://geobeck.tripod.com/jokehold/pilot.html
Excerpt from “Legally Blonde” on page seven was retrieved from
http://www.great-quotes.com/quotes/movie/Legally+Blonde/pg/16
“If you can’t say something nice …” by Thumper in “Bambi,” 1942 Disney, retrieved from http://www.imdb.com/title/tt0034492/quotes
Quote by Gandhi on page 10 retrieved from http://thinkexist.com/quotation/be_the_change_you_want_to_see_in_the_world/148490.html
Thanks to Cory Cunningham, MBA, PMP and Doretta Gordon, PhD for your contributions to the content and editorial process for this article. You guys rock!
Wow Carrie! Impressive work.
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