E-MAIL: THE CARDINAL RULES
by Ellen Lubin-Sherman
One of the secrets of modern life lies in knowing how to handle today’s online technology (“combining high tech with high touch.”) To meet the challenges of using e-mail, it helps to follow these “cardinal rules”:
- Cardinal Rule #1: Because people write and read e-mails in a vacuum, avoid sarcasm unless accompanied by an emoticon (and even then, it might be inappropriate).
- Cardinal Rule #2: Realize the critical importance of the subject line. Make sure that it’s provocative, hard-to-ignore, and compelling.
- Cardinal Rule #3:Remember that e-mails are as permanent as a stamped letter. I’m still thinking of a recent e-mail that was breathtaking in its narcissism without any concern to how I, as the recipient, might have felt about receiving it.
- Cardinal Rule #4: Because people forget, always include the question before giving the answer.
- Cardinal Rule #5: Don’t provide too much information. When an e-mail contains a lot of content, inform the reader at the top that they can save and read it when they have time.
- Cardinal Rule #6: Remember that “attitude” counts and comes through in an e-mail. Brusque, one-word responses might be easy for the writer but for the reader, ugh! I hate wondering if someone is angry, p.o., or just cryptic.
- Cardinal Rule #7: When you mention a Web address, include the link in your message so the reader can navigate to the site.
- Cardinal Rule #8: Don’t spam your database-of-present-and-future-contacts with stupid jokes and nonsensical information. Future employers are looking for evidence that you’re smart and can think for yourself.
- Cardinal Rule #9: Don’t react to minor irritations, clueless behavior, or dumb decisions by others. Don’t send that e-mail.
- Cardinal Rule #10: Add a signature line to every e-mail that includes your name, company, e-mail address, and phone number.
Ellen Lubin-Sherman, president of LAUNCH, Inc. (Short Hills, NJ), is a marketing and communication coach with 20 years experience packaging and launching new products and brands into the marketplace. You can reach her at (973) 564-6083, e-mail [email protected], or Web site: www.launchforward.com.