Chapter 5
IN THIS CHAPTER
Understanding why email matters
Writing emails that achieve immediate and long-range goals
Using strategies and techniques that work
Love it or hate it, you can’t leave it — email is the central nervous system of business life all over the world. Companies may declare e-free Fridays or add newer media such as instant messaging or social networks for basic communication, but you probably still find that your work life centers on managing your inbox and outbox.
The volume and omnipresence of email in your life gives you the opportunity to accomplish your immediate and long-range goals, or screw up both. This chapter shows you how to make the most of this powerful medium and sidestep the traps.
If you’re wishing for a way to show off your skills, judgment, competence, and resourcefulness and have decision-makers pay attention, shazam — email is the opportunity.
Yes, everyone is overwhelmed with too much email and wants most of it to go away. The reasons are twofold: Most email is unrelated to your interests and needs, and most of it is badly thought out and poorly written. Take a look through your own inbox. You’re likely to find that most of it falls into one of those two categories — or both.
Then take a look at your outbox. Ask yourself (and be honest) how many messages you carelessly tossed off without planning or editing. You may feel that this is the nature of the medium — here one minute, gone the next, so it’s not worth investing time and energy. But email is the tool you depend on to get things done, day in and day out.
Moreover, email has become the delivery system for many forms of communication. In earlier times, you’d write a cover letter to accompany a resume, for example. Today you deliver it electronically. But a cover letter for a job application is still a cover letter — no matter how it’s delivered. A short business proposal may also be sent by email, but it, like a cover letter, needs to be well written. Resist the temptation to write such material in an off-the-top-of-your-head fashion.
Send direct, well-written emails that have a clear purpose and respect people’s time, and you get respect back. People notice and respond to well-written messages, though admittedly, most do so unconsciously.
The higher you go in an organization’s hierarchy, the more people tend to recognize good writing and value it because they see so little of it these days. Executives are acutely aware of how badly written emails, even on mundane matters, can create the following:
Smart leaders are even more aware of how poor email messaging can affect an organization’s interface with the world at large, resulting in the following:
Your first imperative in drafting an email: Draw your reader to open it — and read it. Sound easy? Not at all, given the sheer volume of messages that motivate most people to press the Delete key. That’s another reason why every email you send must be good: You don’t want a reputation for sending pointless, hard-to-decipher messages that lead people to ignore the important ones that you craft carefully.
With email, the lead has two parts — the subject line and the opening sentence or paragraph. We explore each in detail in the following sections.
Take another look at your inbox and scan the subject lines. Note which ones you opened and why. Most of them probably fall into one of these categories:
To create a good subject line that keeps fingers off that Delete key:
Subject lines work best when they’re as specific as possible. Here are two examples of emails you probably wouldn’t open because the subject lines are too vague and general to capture your interest, along with suggestions for improving the message:
Ensuring that the most important words appear in your recipient’s inbox window and aren’t cut off for lack of space — or because the person is reading on a smartphone or other handheld device — is worth the thought every time. Very few people pay attention to this simple principle, so build this habit to reap a big advantage.
Following are a few examples of truncated subject lines from emails:
Suppose that the full subject line for the last one was Express yourself with a personalized dish. Had the line begun Your personalized dish, or Your name on stoneware, you might have opened the email.
Investing in good, accurate subject lines always rewards you. You may not be able to deliver the whole of your subject in the limited amount of characters your recipient’s inbox allows, but try to get the gist across. Ordinarily, you needn’t aim to be clever; but if the message is important, spend some time to make the first few words intriguing.
Be sure to review your subject line after you write the message. You may shift tack in the course of writing. In fact, the writing process can lead you to think through your reason for creating the message and how to best make your case. Drafting the message first and then distilling the subject line is often easier.
Most people use email as their personal database to draw on as needed, so always label messages in ways that make them findable.
The greeting you use is also part of the lead. Draw on a limited repertoire developed for letters:
You can use Greetings or something else, but be sure it doesn’t feel pretentious.
Follow with first name or last as appropriate, using the necessary title (Miss, Ms., Mrs., Mr.). For the plural, Mesdames and Messieurs are over the top for English speakers. For groups, you can sometimes come up with an aggregate title, such as Dear Software X Users, Dear Subscribers, or Hi Team. Don’t be homey or quirky. Using folks, for example, can grate on people. Avoid generalizations such as Dear Customer if you’re writing to an individual. These days, people expect to be addressed by name.
Because email leads usually include the same information that appears in the subject line, try not to repeat the same wording or the same information. Email copy occupies valuable real estate. Your best chance of enticing people to read the entire message is to make the lead and everything that follows tight.
Your email lead can consist of one sentence, two sentences, or a paragraph, as needed. When the subject line clearly suggests your focus, you can pick up the thread. For example:
Often you need a context or clarifying sentence before you get to your request:
Note how quickly both of these messages get to the point. Your everyday in-house messages should nearly always do so, whether addressed to peers, subordinates, or immediate supervisors. But never sacrifice courtesy. The right tone is essential to make your message work. That topic is described later in the sidebar “Finding the right tone for email.”
In the case of messages to people outside your department or company, you often need to include more framing. Suppose you’re responsible for fielding customer complaints and must write to an irate woman who claims your company sold her a defective appliance:
You build a successful email at the intersection of goal and audience. Intuition can take you far, but analyzing both factors in a methodical way improves all your results. Knowing your goal and your audience is especially critical when you’re handling a difficult situation, trying to solve a problem, or writing an important message.
Email often seems like a practical tool for getting things done. You write to arrange a meeting, receive or deliver information, change an appointment, request help, ask or answer a question, and so on. But even simple messages call for some delving into what you really want.
Consider Amy, a new junior member of the department, who hears that an important staff meeting was held and she wasn’t invited. She could write the following:
Tom, I am so distressed to know I was excluded from the staff meeting last Thursday. Was it just an oversight, or should I take it as a sign that you think my contribution has no value?
Bad move! Presenting herself as an easily offended childish whiner undermines what she really wants — to improve her positioning in the department. Instead of using the opportunity to vent, Amy can take a dispassionate look at the situation and build a message that serves her true goal:
Tom, I respectfully request that I be included in future department meetings. I am eager to learn everything I can about how we operate so I can do my work more efficiently and contribute more. I’d appreciate the opportunity to better understand department thinking and initiatives.
With external communication, knowing your goal is just as important. For example, if you’re responsible for answering customer complaints about defective appliances and believe your goal is to make an unhappy customer go away, you can write:
We regret your dissatisfaction, but yours is the only complaint we have ever received. We suggest you review the operating manual.
If you assume your job is to mollify the customer on a just-enough level, you may say:
We’re sorry it doesn’t work. Use the enclosed label to ship it back to us, and we’ll repair it within six months.
But if your acknowledged goal is to retain this customer as a future buyer of company products while generating good word of mouth and maybe even positive rather than negative tweets, you’re best off writing this:
We’re so sorry to hear the product didn’t work as you hoped. We’re shipping you a new one today. I’m sure you’ll be happy with it, but if not, please call me right away at my direct phone number …
For both Amy’s and the customer service scenarios, keeping your true, higher goals in mind often leads you to create different messages. The thinking is big picture and future-oriented: In Amy’s case, the higher purpose is to build a relationship of trust and value with a supervisor and gain opportunities. In the unhappy customer case, you want to reverse a negative situation and cultivate a loyal long-term customer.
After you’re clear on what you want to accomplish with your email, think about your audience — the person or group to whom you’re writing. One message, one style does not fit all occasions and individuals. As you discover in Chapter 1 in this minibook, when you ask someone to do something for you in person, you instinctively choose the best arguments to make your case. You adapt your arguments as you go along according to the other person’s reactions — her words, body language, expression, tone of voice, inflection, and all the other tiny clues that tell you how the other person is receiving your message in the moment you’re delivering it.
An email message, of course, provides no visual or oral feedback. Your words are on their own. So your job is to think through how your reader is most likely to respond and then base what you write on that.
Anticipating a reader’s reaction can take a little imagination. You may find you’re good at it. Try holding a two-way conversation in your head with the person. Observe what she says and how she says it. Note any areas of resistance and other clues.
Do you need to consider so many aspects when you’re drafting every email? No, if your goal is really simple, such as a request to meet. But even then, you’re better off knowing whether this particular recipient needs a clear reason to spend time with you, how much notice she prefers, if she already has set feelings about the subject you want to discuss, and so on. You can tilt the result in your favor — even for a seemingly minor request — by taking account of such things.
The more major your message is, the more factors you may need to consider. Or perhaps just one facet of the person’s situation or personality may be overwhelmingly important. To shape the right message, check out the section on knowing your reader in Book 6, Chapter 1 for what’s relevant to the person and the case at hand. Think about the factors that are most relevant in the context of what you’re asking for.
Certain characteristics are always important. Considering your reader’s age, for example, may seem rude or politically incorrect, but business writers beware — especially with emails. Different generations have genuinely different attitudes toward work, communications, rewards, authority, career development, and much more. If you’re a Generation Y’er (born after 1980) or Generation X’er (born 1965 to 1980), you need to understand the Boomer’s (born 1946 to 1964) need for respect, hierarchical thinking, correct grammar, courtesy, in-person communication, and more. This topic is described fully in Book 6, Chapter 1.
We often ask participants in writing workshops to create detailed profiles of their immediate supervisors. Pretend that you’re an undercover agent and you’re asked to file a report on the person you report to. Take 20 minutes and see what you can put together. First scan the demographic, psychographic, positioning, and personality traits outlined in Book 6, Chapter 1 and list those you think seem relevant to defining that person (for example, age, position, information preferences, hot buttons, and decision-making style). Then fill in what you know or intuit about the person under each category. You’ll probably find that you understand far more about your boss than you think.
Read through the completed profile and you’ll see major clues on how to communicate with that important person on a routine basis, as well as how to work with her successfully overall and make yourself more highly valued. You may uncover ways to strengthen your relationship or even turn it around.
Suppose you’re inviting your immediate supervisor, Jane, to a staff meeting where you plan to present an idea for a new project. You hope to persuade her that your project is worth the resources to make it happen. First clarify your goal or set of goals. Perhaps, in no particular order, you aim to do the following:
You know Jane is heavily scheduled and the invite must convince her to reserve the time. What factors about her should you consider? Your analysis may suggest the following:
Presto! With these four points, you have a reader profile to help you write Jane a must-come email — and even more importantly, a guide that enables you to structure a meeting that accomplishes what you want.
After you know your goal and audience, you have the groundwork in place for good content decisions. You know how to judge what information is likely to lead the person or group to respond the way you want. (See Chapter 1 in this minibook for guidance on how to address groups and construct a reader who epitomizes that group.)
Think about audience benefits. This important marketing concept applies to all persuasive pitches. Benefits speak to the underlying reasons you want something. A dress, for example, possesses features such as color, style, and craftsmanship, but the benefit is that it makes the wearer feel beautiful. When you’re planning a message and want it to succeed, think about the audience and goal, and write down your first ideas about matching points and benefits.
For example, to draw Jane from the preceding section to that meeting, the list may include the following based on your analysis:
Many other ideas may be relevant — such as it’s great for the environment, and it gives people more free time — but probably not to Jane.
Think of your email message like a sandwich: The opening and closing hold your content together and the rest is the filling. Viewed in this way, most emails are easy to organize. Complicated messages full of subtle ideas and in-depth instructions or pronouncements are inappropriate to the medium anyway.
Email’s typical orientation toward the practical means that how you set up and how you close count heavily — but the middle still matters. Typically the in-between content explains why — why a particular decision should be made, why you deserve an opportunity, or why the reader should respond positively. The middle portion can also explain in greater detail why a request is denied, or provide details and technical backup, or describe a series of steps to accomplish something.
Figure out middle section content by first brainstorming what points will accomplish your goal in terms of your target audience, as outlined in the previous sections. Then do the following:
Scan your list and frame your lead.
Your lead is the sentence or paragraph that clearly tells readers why you’re writing and what you want in a way most likely to engage their interest. Starting with the bottom line is almost always your best approach for organizing a message. Remember the reporter’s mantra: Don’t bury the lead.
Skipping the subject line for now, a get-Jane-to-the-meeting message can begin like this:
To structure the middle, consider the previously identified points that are most important to Jane:
You then simply march through these points for the body of the message. For example:
The thinking you did before you started to write now pays handsome dividends. With a little reshuffling of the four points, you have a persuasive memo that is organized and logical. You know your content and how it fits together.
This process may sound easy to do with an invented example, but working with real ideas and facts is even easier.
Review the list you assemble, decide which points to include, and put them in a logical order. Your list may include more thoughts than you need for a convincing message, and you can be selective. That’s fine. Just enough is better than too much.
This basic premise works with longer, more formal documents as well.
After you write your lead and the middle, you need to close (and perhaps circle back to fill in or hone your subject line).
Sign off with courtesy and tailor the degree of formality to the occasion and relationship. If you’re writing to a conservative person or a businessman in another culture, a formal closing such as Sincerely is often best. The same is true for a resume’s cover letter, which is essentially a letter in email form and should look like a letter.
But in most situations, less formal end-signals are better, such as the following:
Avoid cute signoffs such as Cheers. Always end with your name — your first name if you know the person or are comfortable establishing informality. Even if your reader is someone who hears from you all the time, using your name personalizes the message and alerts her that the communication is truly finished.
Your finished message needs one more thing: the subject line. Consider at this point the total thrust of your content. Then decide what words and phrases work best to engage your audience’s interest.
The Jane subject line, for example, needs to get across that your message is a meeting invitation, suggest what it’s about, and emphasize that it is worth her time. Perhaps:
Need you there: May 3rd Demo, Social Media Project
Email deserves your best writing, editing, and proofreading skills. Often the message is who you are to your audience. You may be communicating with someone you’ll never meet, in which case the virtual interaction determines the relationship and the success of the message. At other times, crafting good email messages wins you the opportunity to present your case in person or progress to the next stage of doing business.
The following sections run through some top tips for crafting text that perfectly suits email.
Keep emails to fewer than 300 words and stick to one idea or question. Three hundred words can go a long way (the memo to draw Jane to the meeting in the previous section was less than 150 words).
Such limits are hard to consistently observe, but you’re wise to remember how short people’s attention spans are, especially for online reading. That’s why you benefit from knowing your central point or request, and opening with it. Don’t bury it as a grand conclusion. Nor should you bury any important secondary questions at the end.
Choose words and phrases that are conversational, friendly, businesslike, and unequivocally clear. Email is not the place for fanciful language and invention. Put your energy into the content and structure of your message.
Try to make your presentation transparent, eliminating all barriers to understanding. Your messages may end up less colorful than they could be, and that’s okay. Clear, concise language is especially relevant to messages directed at overseas audiences.
The business writing guidelines presented in Chapter 2 in this minibook apply even more intensely to email. You want your message to be readable and understood in the smallest possible amount of time.
Draw on the plain old Anglo-Saxon word stock, mostly one-syllable words. Use two-syllable words when they express ideas better, use three syllables when they’re the best choice, but reserve more lengthy and complex words for when they serve a real purpose.
Short sentences work for the same reason. Aim for 10 to 15 words on average. Paragraphs should contain one to three sentences to support comprehension and build in helpful white space.
The graphic techniques discussed here don’t require special software or a degree in fine arts. They’re simply ways to visually present information and make your writing more organized and accessible.
Subheads are great for longer emails. You can make the type bold and add a line of space above it. Subheads for email can be matter of fact:
This technique neatly guides the reader through the information and also enables you as a writer to organize your thinking and delivery with ease.
Drafting all your subheads before you write can be a terrific way to achieve good organization. Choose a message that you already wrote and found challenging. Think the subject through to come up with the major points or steps to cover, and then write a simple, suitable subhead for each. Put the subheads in order and add the relevant content under each. (Each section need not be more than a paragraph long.) Now check whether all the necessary information to make your point is there — if not, add it. Your message is sure to become clearer and more cohesive and persuasive.
Providing your own structure in this way may make writing easier, particularly if you feel organizationally challenged. It helps ensure that you don’t leave out anything important, too.
Here’s an extra trick. If you feel that you have too many subheads after drafting the message, cut some or all of them. You still have a solid, logically organized email. Just be sure to check that the connections between sections are clear without the subheads.
Bullets offer another excellent option for presenting your information. They are
Never use bullet lists as a dumping ground for thoughts that you’re too lazy to organize or connect. If you doubt this advice, think of all the bad Microsoft PowerPoint shows you’ve seen — screens rife with random-seeming bullets.
Numbered lists are also helpful, particularly if you’re presenting a sequence or step-by-step process. Instructions work well in numbered form. Give numbered lists some air so that they don’t look intimidating — skip a space between each number.
Making your type bold gives you a good option for calling attention to key topics, ideas, or subsections of your message. You can use bold for lead-ins:
Holiday party coming up. Please see the task list and choose how you want to contribute …
You may also use bold to highlight something in the body of the text:
Please see the task list and choose your way of contributing by December 10.
If you overload your message with boldface, you undermine its reason for being. Keep in mind that boldface doesn’t always transfer across different email systems and software, so don’t depend on it too much for making your point.
Underlining important words or phrases is another option.
Contact information these days can be complex. Typically you want people to find you by email or telephone. Plus there’s your tagline. Your company name. Your website. Your blog. The book you wrote. The published article. Twitter. Facebook. LinkedIn. Professional affiliations and offices.
Decide on a few things you most want to call attention to and refrain from adding the rest. Better yet, create several signature blocks for different audiences. Then you can select the most appropriate one for the people to whom you’re writing. Don’t include your full signature block every time you respond to a message, especially if you incorporate a logo, which arrives as an attachment. Check your email program’s settings so the automatic signature is minimal or absent.
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