Marketing Profs

What is so powerful that it could spoil your customer relationships, blemish your reputation, entangle you in a legal battle, or even put you out of work?

Email is that powerful tool. To maintain control over it, you must know the rules of email etiquette.

Email, although a form of written communication, behaves much like verbal communication. Email can be expressed quickly, and a response returned within seconds.

Unlike verbal communication, however, email has no backup messaging system, which is what nonverbal cues provide as a way to help clarify the meaning of your message.

How does this matter? The words you use in composing an email must be intentional, precise, and complete.

At the same time, email is indeed in the family of printed communication. Speed and interactivity make email enticing—but remember that email is also permanent. A traceable record is created. That's a fact.

Electronic Business Identity

Logos and stationery are carefully selected to complement a business brand or identity—imagine sending a business letter without your letterhead and contact information. Since email is used in business situations, it should maintain that standard of presentation: Include your logo, title, and contact information in business emails.

Most email etiquette mistakes happen when haste and emotion override common sense.

Foremost, remember respect. Write the word "respect" on a sticky note and paste it to your laptop. Respect in email includes being mindful of a reader's time. Stick to the point. Use "Reply All" only if you need "ALL" to reply back to you. And always check the address in your "To" line to be sure it is correct.

(Sources such as the "Netiquette Home Page" from Albion.com, NetM@nners.com and the Yale University Library Web site cover email etiquette along with other business writing rules.)

Email etiquette tends to fall into four areas for discussion: content, style, tone, and grammar.

Effective Email Content

When composing your email, think in terms of a short staircase, and the door at the top opens when the recipient clicks the "Reply" button.

Step 1

The first step is critical, and it's your Subject Line. If this step is not constructed properly, the message will fall flat and your effort to communicate will tumble.