How to write effective e-mails

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How to Write Effective E-mails Alistair Raper

description

E-mail is still the most popular way of communicating within business. But are your e-mails effective? This seminar will explore why some e-mails are routinely ignored or deleted, whilst others are very successful. With a few simple linguistic tips and some careful editing, your e-mails will persuade, influence and inspire your readers.

Transcript of How to write effective e-mails

Page 1: How to write effective e-mails

How to Write Effective E-mails

Alistair RaperAlistair Raper

Page 2: How to write effective e-mails

Objectives for today’s session

Three simple objectives

1. How to create the right ‘voice’ for your e-

mail

2. How to write in a simple and easy to

understand manner

3. How to persuade and influence people

through short and compelling sentences

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So, what is the problem?

Writing e-mails

So, what is the problem?

• Nobody reads them!

• We haven’t got time to think about emails

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How many e-mails are sent

each day?

• Reports vary, but there is some

interesting data from the Radicati

Group, re-produced courtesy of Group, re-produced courtesy of

Mashable Infographics

• We are likely to check our e-mails

every…….?

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1.5 Minutes

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However…

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Consequences of poor e-mails

• If you have a reputation for poorly written e-mails, the

reader is likely to think “I will read them later”

• “Read them later” will often turn into “Read them –

never”never”

• Therefore your intention to advise, inform or influence is

lost

And, put simply, poorly written e-mails make

the reader judge the author – and the

organisation which he or she represents!

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What defines a poor e-mail

1. Too long

2. No structure

3. Confusing messages

4. Rudeness

5. Blocks of text

6. Errors

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The 4 Cs

And what do readers want?

The 4 Cs

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• Courteous

• Clear

E-mails should be…

• Clear

• Co-operative

• Correct

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Start with a voice!Business-like, positive humorous, off-beat,

serious, familiar, intellectual…

How to achieve the 4 Cs

You can choose whichever suits your

brand

Most business e-mails are going to be

‘business-like’

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Now think about the 4 Cs

Courteous• Use an appropriate greeting

• Be polite throughout – use ‘please’ and ‘thank-yous’

• Don’t get angry or sarcastic

• Take a deep breath!

• Finish with an appropriate valediction

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� Dear Mrs Smith

� Good afternoon Mr Roberts

� Hi Alistair (Informal)

Greetings

� Hi Alistair (Informal)

� Avoid just using a person’s name

� Don’t use ‘nothing’

� No over-familiar greetings such as

‘G’day matey’

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� Yours faithfully or Yours sincerely

(formal)

� Best regards, Kind regards

� Yours truly

Valedictions

� Yours truly

� Avoid ‘nothing’

� Be careful with over-familiar endings

such as ‘cheers’

� ‘Your most humble and obedient

servant!’

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The second ‘C’

Clear• Often people write as they speak

• Clarity will benefit from ‘editing’• Clarity will benefit from ‘editing’

• Keep your sentences short – a line and a half

• Keep paragraphs to three sentences

• Keep e-mails to three main paragraphs

• (with a courtesy line to start and a

• co-operative line to finish)

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• Every piece of written work will benefit from an edit

• Aim to take out 25% from your first draft

• Then a further 10% from your second draft

Editing

• Remove: adverbs, adjectives, conjunctions, padding,

unnecessary punctuation and tautology

– they all clutter your sentences

• Read it aloud

• Have someone else check it over

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Adverbs

Quickly, clearly, absolutely, certainly

Adverbs, Adjectives,

Conjunctions

Adjectives

Blue, strong, happy, thoughtful,

Conjunctions

And, but, or, for, nor, so

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• Forward planning

• Advance reservations

• In my personal opinion

Tautology

• In my personal opinion

• Added bonus

• Short summary

• Free gift

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The third ‘C’

Co-operative• Readers respond positively when a writer is offering help

• Use the words ‘you’ and ‘yours’ – this creates a relationship• Use the words ‘you’ and ‘yours’ – this creates a relationship

• Offer help and support – especially at the end of the e-mail

• Even when it is an e-mail describing bad news

• The most popular – “If there is anything we can do

to help you further, then please do not hesitate to

contact me.”

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• Please do not hesitate to contact us

• If you would like further information,

then please visit…

• We will ensure that your replacement

Co-operative terms

• We will ensure that your replacement

part is delivered on xx/xx/xx

• Your dedicated account manager is

Sarah Jinks. Her telephone number is

….. Her e-mail is….

NB Don’t ‘Under-promise and over-deliver’. Research

indicates that customers just want you to do what you

say. Neither too early or too late.

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The 4th ‘C’

Correct• Even small errors can make people judge you

• Make time to proof-read your work• Make time to proof-read your work

• Use the spell-checker but DO NOT rely on it

• Check calculations, telephone numbers, e-mail

addresses and other factual content

• Check punctuation and grammar

• For VIP e-mails – proof-read backwards

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Mrs Harris

The order you placed was lost in our sytem, The item is

processed today and will be dispatched in a few weeks. We

will need a replacement orderform and a second signature.

The dispatch team will prroces your payment and delvery

An example

The dispatch team will prroces your payment and delvery

charge when they return on Monday. Please note that the

colour you ordered has now been withdrawn. The item will

be dispatched in an alternative colour

DB Johnson

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Dear Mrs Johnson,

Thank you for your recent e-mail. I can fully appreciate your frustration and

disappointment, and I would like to offer my sincere apologies for all the

inconvenience this must have caused.

Unfortunately, your order appears to have gone astray in our system. As a

result, the colour you wanted is no longer available. However, I have made a special request to our production team, and am delighted to say that they

will create a bespoke order in the exact colour and size you wanted.

Dispatch will take place on the xx/xx/xx, and you will receive your order on xx/xx/xx. As a gesture of goodwill, I have also added a voucher for £50. I

hope you will enjoy this.

If there is anything further I can do, then please do not hesitate to contact me.

With my best regards,

Sebastian Jones

Senior Dispatch Manager 07711 25441

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By making your e-mails correct, clear, courteous and co-

operative, your readers are much more likely to do three

things:

Influence

1. Read your e-mail

2. Read it to the end!

3. Take note of what you are saying and act upon your

recommendations

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Objectives for the session

Three simple objectives

1. How to create the right ‘voice’ for your e-

mail

2. How to write in a simple and easy to

understand manner

3. How to persuade and influence people

through short and compelling sentences

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Thank you and good luck!reedlearning.com

0800 170 7777

Alistair Raper

[email protected]