This section of Tetsou is concerned with Business Email Etiquette.
Whether you work for a large corporation, or for yourself as a solo entrepreneur,
you’ll find topics, hints and tips on many aspects of online etiquette
– sometimes called Netiquette – and why it is important
to your online image and branding.
For additional reading around this topic you should also download the Tetsou
White Paper 7 Deadly
Sins of Email.
This is best answered by a short story. On my first business trip to Japan
I had an appointment to see a CEO of a major corporation. The reason is
not important here, only that it was important that I create a good impression
on behalf of the client I was representing.
Upon meeting with the CEO we both bowed and he motioned for me to be seated.
As I was introducing myself I remembered my business card and absentmindedly
picked one out of my pocket and flipped it across the table as I have done
many times in the past in Europe and America. The CEO looked down at the
card and smiled. He then said, “First time in Japan, I see.”
Having worked in Japan I can testify to the complexity of Japanese business
etiquette – at least from a Westerner viewpoint. My clumsy etiquette
with my business card spoke volumes to my Japanese associate and put me
at an immediate disadvantage. Had I been better prepared I would have known
that in Japan, business cards are called meishi, and are given and received
with both hands in a more formal exchange.
A definition of Etiquette, then is:
A set of conventions governing correct or polite behaviour in society
in general or a particular social or professional group or situation.
Why Business Email Etiquette Is Important
In the same way, email has a similar set of acceptable conventions or etiquette
that is best applied when communicating with customers or prospective clients
in a business relationship. Given that email may be the first piece of written
communication a client or colleague receives from you, it is essential that
you represent yourself and your company in a professional manner by applying
proper email etiquette to all of your business email communication.
In a similar way, business email etiquette has taken time to become established
and for people to become familiar with the basic rules of effective email
communication.
While etiquette rules may vary between various organisations and between
different cultures, I’ve selected 12 hints and tips on what most people
consider to be proper email etiquette:
Meaningless or misleading subject lines are probably the main reason why
many business emails are never opened. Remember that the subject line of
an email should fully reflect what the email is about and provide context
to why it was sent.
2. Be concise and get to the point
Email management is now a major headache for most people today that it
can be very annoying when we receive pages of tightly packed copy that just
ramble on and never get to the point.
3. Use the right salutation
Email is considered to be a less formal medium of communication than say
a business letter; however, if you have never been formally introduced to
a client and this is your first email exchange, then it would be more appropriate
to use a more formal type of salutation or greeting.
4. Don’t expose your email list
A common mistake for many small businesses is to send emails to their entire
client list with all recipients listed in the To: field. This exposes their
list to all recipients and may invalidate their privacy agreement.
5. Check spelling, grammar and punctuation
This should be a no-brainer but people still forget to check basic spelling
and grammar. An email littered with spelling mistakes will greatly impact
your business credibility.
6. Keep abbreviations to a minimum
You may know what ‘TTFN’ is if you are a radio listener
of a certain age, here in the UK. However, your client in New York will
probably struggle. The same is true of industry specific terms. You can’t
assume your client will be familiar with any abbreviation.
7. Do not send very large attachments
You can’t assume the recipients of your email will all have a high-speed
Internet connection and can easily receive your 10Mb attachment. People
today are more likely to be receiving their email via a mobile device on
the way to the airport.
8. Reply promptly
Do not confuse this with ‘reply swiftly’. Take time to properly
review your email and send a considered response in a timely manner. What
exactly constitutes a ‘timely’ manner will vary with your clientele
and industry.
9. Avoid inappropriate humour
Have you heard the one about…? Just don’t go there. Your nearest
and dearest may find your humour highly entertaining, but it will probably
be lost on your client or worse offensive.
10. Avoid using your company email for personal business
The email you send from your business email account reflects on your company’s
image and brand. Obtain a free email account from one of the many service
providers and use it for all personal email.
11. Always use an appropriate email address
I’m never impressed when I receive business email from ‘
’
or ‘
’. I’m also more likely to believe
its spam and bin it. See the Tetsou article How To Create A Business Email Address.
12. Never write in all CAPITALS
Generally considered to be very poor netiquette and something that beginners
generally do. It’s also called SHOUTING, and considered rude.
