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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Virtual Manners: How to Achieve E-mail E-xcellence
February 24, 2003
By Kristin Duare McKinnon
We are just beginning to appreciate that e-mail has great potential as a communication tool when it is used well. What we are still missing out on is how e-mail can also be used to improve and enhance public relations for our organizations. This article takes a brief look at how we can improve our virtual manners and upgrade our PR at the same time.
Like any medium that puts us in touch with our stakeholders, how we handle e-mail communication will make a difference in how we are perceived by other individuals and the organizations they represent. Although e-mail is relatively new in the office communication 'scheme of things', people expect it to be handled with the same expediency and professionalism, as would be a phone call, fax, or visit to the office. Ignoring or mishandling e-mail messages not only reflects badly on us, but also upon our organizations. And with all the money, time, and effort we are putting into good public relations these days, why ruin our image when following a few simple dos and don'ts can lead to e-xcellence?
Kristin's Rules of E-mail E-xcellence
* The Most Important Rule (which may seem obvious, but you'd be surprised how many people break it) - Don't give out your e-mail address if you don't check your e-mail regularly. There is nothing more frustrating than sending messages, receiving no responses, and then having someone tell you, "Oh, I never remember to check my e-mail." Tip: If you do use your e-mail but check it infrequently, tell people so if you give them your address. You might say something like, "Here's my address but I only check my e-mail once a week. If you need a more immediate response, you'd be best to phone me."
* The Second Most Important Rule - Reply to messages that you receive (another one that seems obvious, doesn't it?). It is a professional courtesy to respond to phone calls, letters or faxes - why wouldn't you answer an e-mail? You don't need to answer in detail right away; a simple acknowledgement when you receive the message will let the sender know that you're out there (deep down, we don't totally trust this virtual postal system) and that you take their requests seriously. Simply replying with, "Thank you for getting in touch. I will get back to you as soon as possible with the information you're requesting" will let the sender know you care. Corollary: Of course, you must also get back to them as promised.
* The Third Most Important Rule - When you do respond in detail to an e-mail, be sure to review it closely and acknowledge every point that was raised. This saves the sender having to e-mail you again to ask for the very same information. If you don't have everything the person is asking for, that's okay. Just be sure to tell the sender that. For example, "Regarding your request about xyz, I don't have this information but I have forwarded your message to the Human Resources department and they'll get back to you."
* Make it a habit - Set aside a time to check and respond to your e-mail messages regularly. This is the best way to ensure that messages will be answered and that you won't be missing out on important communication. It is also less overwhelming to review a day's worth of messages rather than a week's or month's. Be sure to also set aside time to respond to more detailed requests, which may require more personal contact.
* Set up a signature file for your e-mail messages - This is a list of contact information that you can easily program to appear at the bottom of every e-mail message you write, much like your agency's name, address, phone and fax numbers are listed on your letterhead. Providing this information gives recipients everything they need to know to contact you further. If you don't know how to set up a signature file check with your agency tech support, the help section of your e-mail software, or your internet service provider. Hot Tip: Be sure to include your full agency website address (including the http://) in your signature file. Recipients of your e-mail can then directly link to your website without even having to open their web browsers. Hot Tip 2: You can also add short P.S. announcements to your signature file about special events, fundraisers, etc. (and this PR is totally free). Just make sure to keep this information up-to-date and brief.
* Stay away from fancy backgrounds and graphics - Fancy backgrounds and graphics may seem like a creative way for your e-mail messages to stand out, but their distinction will not necessarily be positive. Colourful backgrounds and graphics slow down messages and often make them hard to read at the other end. And because not everyone has the same computer as yours, such e-mail decorations can at times actually make the message unreadable. Stick with basic text.
* Make the best use of the subject line - To help those receiving your e-mails, be as clear as possible in the subject line. Such headers as 'urgent', 'in response to your query', 'confidential', and 'response needed by
' will help recipients when they sort, review and prioritize their e-mail messages. I also like to warn people when the message is really long ("This is a long one; you might want to print it out to read it.") or when it is for information purposes only and I don't need a response (FYI). * Set up an automatic spell check - Poor spelling reflects poorly on all of us. With most e-mail software, you can set up a spell check to run automatically when you hit the 'send' button. If you don't know how to set up an automatic spell check, touch base with your agency tech support, the help section of your e-mail software, or your internet service provider. Note: If you use a web-based e-mail service like Hotmail.com or Canoe.ca, you may not have this option - check with the website that provides your service.
* Learn how to use the BCC function - You may have noticed that when you are addressing an e-mail message there are three places in which you can put a recipient's address - the 'To' line, 'Cc' line or 'Bcc' line. The 'Bcc' - or blind carbon copy - line sends copies of your message to recipients without revealing their addresses to anyone else receiving the message. This is a great function to use when you are sending a message (for example, a notice of a special event or e-mail address change) to a number of people who don't know one another and would probably prefer that their addresses be kept private. It also saves recipients having to scroll through a long list of other recipients (a real pain on those forwarded-several-times messages) before they can get to the meat of your message. To use the 'Bcc' line, put your own address in the 'To' line and then list the recipients in the 'Bcc' line. Note: This will confuse some people because they'll receive a message with your address in both the 'To' and 'From' lines, and with their address nowhere to be seen. Just send a reply confirming the message is valid.
* Don't orphan your e-mail - If you go away for any length of time, be sure that your e-mail is covered much the same way your phone calls would be. You can arrange to 1) have a co-worker handle your e-mail, 2) have an automatic reply message set up to let senders know you're away and when you'll be back or 3) check and reply to your messages from off-site. If you're not sure whether you have the automatic reply option, consult with your agency tech support, the help section of your e-mail software, or your internet service provider. There are also web-based options available on the internet for checking messages off-site. One such example is www.web2mail.com. Some internet service providers also offer this option through their own websites. Corollary: Before setting up that automatic reply, sign yourself off of any listservers of which you are a participant. Automatic replies can wreak havoc with such 'group e-mail' functions.
* Beware forwards - Forwarding messages is a great way to share information but be careful that what you forward is really of value. Many people have a negative reaction to seeing FW: in the subject line because of the time-wasters that are often sent around. Give a lot of thought to jokes, inspirational stories, and cute animated graphics before sending them forward - not only do they bother many people but they can also pose a virus risk because the origins of such messages were often lost long ago. Tip: If you do forward a message, be sure to type something at the beginning so that it is clear why you forwarded it and what action you want taken. The recipient won't necessary intuit your intentions.
* Don't turn off the 'litany' function - You may notice that when you reply to a message, the sender's original message appears below your new one. If you share a number of 'back and forth' messages with someone else, you will develop something akin to a written history of your e-mail conversation appearing at the bottom of each message. Some people turn off this function so that only their current message appears to the sender. Don't do this. We have so much on our minds these days, we need all the help we can get to remember what's going on. I often rely on the 'litany' of a message to remember what the conversation is about and where it left off. (If you feel the 'historical' part of the e-mail is getting too long, you can always scroll down and delete the older sections before you send your latest reply.)
* Don't give us heck - This one is personal for me because I have been given 'heck' for sending too many e-mail messages. To me, this is akin to telling someone they communicate too much. However, if you find out that you're considered an e-mail fanatic, ask recipients what alternative method of communication they'd prefer. And if you have someone sending you too many messages, offer them suggestions on what might work better or assess whether the mountain of messages is a sign that you need to communicate more often, or more effectively, in person.
* Don't share e-mail addresses - This is a common courtesy. If you're asked for another person's e-mail address, do not share it without permission. Often I will remedy this situation by sending the requester's e-mail address to the requestee and letting the recipient decide if he or she wants to get in touch.
Some Systemic Solutions
The real shame in the e-world is that today's e-mail software includes some incredible time and information management tools, but many of us don't have the time to learn how to use them. I can't count the number of times I have seen inboxes overflowing with hundreds of messages because staff don't know how to sort, file, or erase them. It is usually this lack of e-ducation that wastes time and gives e-mail a bad name. Here are a few tips for agencies looking to make better use of e-mail resources.
* Develop an e-mail protocol - An e-mail protocol will give staff some guidance and direction about when and how to use e-mail effectively. An article like this one is a good start to giving your staff guidance and valuable information.
* Provide e-mail training - You may not think you have the time or money for e-mail training, but trust me - your staff are wasting more of both by not using these tools effectively. At the very least, make sure your staff know how to sort, organize and delete messages. This skill alone can save a great deal of time, frustration, and paper. The special features highlighted in this article are also important ones to learn. Corollary: Nothing throws a person more than finally figuring out how to use the computer and then have everything changed! If you update your office e-mail software, be sure that your staff members receive the update in skills to keep using it well.
* Take advantage of internet resources - There are all kinds of great e-mail resources on the internet - from policies to protocols to training to netiquette. Log onto www.google.ca and type in any of these keywords. You'll be amazed at what's out there - and much of it is free of charge (there are a few examples below).
Just a Few of the Many Many Computer & 'Net Resources
For possible e-mail training resources, check out the Community Access Program (CAP) in your area. For information about CAP, visit their website at cap.ic.gc.ca/english/hub.shtml. For a listing of CAP sites, go to geospatial.ic.gc.ca/ihab-dgaa.
Kristin Duare McKinnon has diverse front-line and administrative experience in nonprofit organizations providing health, social, and community services. She now has her own business, KDM, which offers program support to the non-profit sector. Kristin's special interests include leadership and service excellence, program development and evaluation, volunteer management, and working with seniors and people with disabilities. She can be reached at KDM, P.O. Box 429, Pontypool, ON; Phone (705) 277-3262; Fax (705) 277-2921.
"10 Hot Tips to Improve Your Outlook" - A free 35-page practical guide on how to use e-mail as a powerful marketing tool. www.e-contact.ca/10%20Hot%20Tips%20Main%20Page.htm
Find out if a particular e-mail virus alert is a hoax or not at www.snopes.com/computer/computer.htm.
For 'the core rules of e-mail netiquette' (other than mine) go to www.albion.com/netiquette/corerules.html.
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