We agonize over our web content and print pieces, but many of us don’t give a second thought to the emails we compose all the time, often to convey important information. Meanwhile, messages pour into the inboxes of those we’re trying to reach. What are the chances of survival for our besieged bit of communication?
When I google “email tips” I find dozens of articles and blogs expounding on the fine points of email etiquette—very important of course, but what about email as communication? How do you get employees and others to open and read that critical bit of information you need them to have? How do you ensure they’re going to hear what you have to say, do what they have to do, get back to you with what you need?
That’s why I was pleased to find Bryan Garner’s post in the Harvard Business Review, focusing not on email etiquette but on email communication. I agree with Garner on the importance of an informative subject line, of providing background, of trying to walk the line between brief and non-communicative, etc. But, naturally, I couldn’t resist coming up with some additional pointers of my own.
So here, forthwith, are the Robin Hardman Communications (additional) keys to getting your email read:
- Give readers a heads-up about what’s coming. While it’s true, as Garner says, that emails shouldn’t be too long, sometimes you can’t help it—you just have a lot of ground to cover. Make sure your reader doesn’t take any shortcuts by laying it out from the start: “I’ve got four points to make about the Benzene letter” or even “Be sure to scroll all the way down, as there are important next steps at the end of this message.”
- Keep it short(er) by remembering your audience. As a loyal follower of this blog, I’m sure you’ll know this thread pops up a lot—including in my very last post. But once again, apropos of today’s topic: include all the stuff your readers will want and need—and none of the stuff they won’t.
- Make judicious use of bold. Nobody wants to open an email that’s shouting at them, which is why everyone hopefully knows by now not to type in all caps; use bold sparingly for the same reason. However, if you have some nugget of vital information to get across, or something you need your reader to do when they finish reading, don’t let them scroll by it, unnoticed. Go for the bold.
- Summarize links and attachments. Links and attachments can be incredibly useful, but don’t depend on them to convey your message. Summarize the salient points and use your attachments as back-up. It’s a busy world!
And, on a note that may be more about etiquette than communication, minimize “oops” moments with these two tricks:
- Always attach documents FIRST. How many times have you sent (or received!) an email saying “I’ve attached xyz”—with no attachment? It’s so easy for this to happen—you get your document ready to send, then, while you’re crafting your email, you forget all about it. Make a habit of attaching it first, and it’ll never happen again.
- Always address your email LAST. This is a really helpful way to avoid that moment when you lean over for a pencil and accidentally hit “send” mid-sentence—or mid-word. It also is a nice little electronic speed bump that might slow you down just enough that you don’t send something you’ll regret. (It doesn’t work, of course, if you’re replying to someone else—unless you take the time, as I sometimes have, to remove the return email address and only type it back in when I’m good and ready.)
If you follow this blog (and thus have received it via email) I hope you made it to the end! If you don’t, sign up to follow it now!
And if you’re looking for someone to help you with any of your communications projects, from email to tome, give me a call!