According to recent research, 74 trillion emails got sent in 2015.
That’s 205 billion per day so 124 per person. Unsurprising then, that less than half are actually opened on computers, and less than 70% on mobile devices. Far fewer are responded to.
With such a deluge, it’s important to produce healthy, virile messages that get your reader’s attention and get you a positive reaction.
Watch out for these ten common ailments I’ve diagnosed, with prescriptions for keeping emails fighting fit.
- Beef deficiency
- Brittle subjects
- Athlete’s footer
- Accuracy nits
- Smileybulbar Affect (SBA)
1. Beef deficiency
Long winded or subtle emails are likely to make your reader ask, “where’s the beef?”
We are complicated creatures doing complicated things, and it’s easy to express our ideas in long, flowing sentences that make absolute sense to ourselves. But your reader needs you to explain your ideas clearly, carefully and logically.
Type 1 periodabetics’ sentences are too long. This makes them hard to read, so they need regular full-stop injections. Don’t have sentences with more than 24 words. Mix long and short sentences for variety and emphasis.
Type 2 periodabetics have the opposite problem. Too many full-stops make their ideas look fragmented and sound choppy. They have to overcome the temptation of using lots of full-stops and replace them with organic transitions.
4. Brittle subjects
Make it easy for your reader. Have your subject field say one of two things: what you want or what’s in it for the reader. Or both.
Not “Re:”, “FYI”, “Urgent”, “Meeting” or “Update”.
Each email you send has a different purpose. So change or append the subject regularly when you get into long threads. You’ll make your message stronger. Plus, it gets messy when email software tries to group messages under the same subject, and breakages can occur.
5. Athlete’s footer
Busy people like to save time by having automatic signatures, which often include their sign-off, or closing salutation.
6. Accuracy nits
Casual spelling, punctuation and grammar can leave us scratching our heads. At work we need to comb through our important emails for accuracy. Even better, ask a colleague to apply a solution of proofreading and delouse the document.
When done properly, copying colleagues into emails helps share knowledge and keep others involved.
8. Smileybulbar affect (SBA)
A type of emotional incontinence characterised by uncontrollable outbursts of emotional symbols called emojis (Japanese for picture character). These can include happiness, laughter and disappointment. Therapy involves talking through your feelings and rationalising them into words.
Sufferers are prone to shouting out words with no obvious need, which can cause alarm and distress to the reader.
They can alleviate the symptoms by using bold or italics for emphasis instead of capitals, and practising using more persuasive language.
Consider these two ways of saying the same thing:
I’m happy to tell you that we’ll be sending you…
Don’t make it all about you. Frame your message from your reader’s point of view for maximum impact.
Have you noticed any other conditions affecting emails? Share them in the comments below!
Want to learn more? You can get further tips like these on my half day course, Assertive Email Writing. We’ll practise planning, structure, drafting, headlining, tone, visual impact, accuracy, persuasion techniques and techniques to get things done quicker and smarter.