ISSUE: Second Quarter 2009

Manager’s Helper

E-mail Etiquette

By Erica Shatzer

According to a survey conducted by the UCLA Center for Communication Policy, 88 percent of Internet users in the United States use e-mail. Furthermore, approximately 90 percent of those who access the Internet at work use it to retrieve business e-mail. Since the use of e-mail as a form of communication is becoming increasingly popular, it is important to remember that every e-mail you send—whether to customers, co-workers, or bosses—represents you and your business. That is why it is necessary to make sure each e-mail you type is professional and well-written. Here are five straightforward tips for producing exceptional e-mail communication:

Answer E-mails Promptly.
In today’s fast-paced society, customers expect speedy and comprehensive responses to e-mail inquiries. The speed in which you reply to a customer’s question could be the determining factor as to whether or not you get the sale. Make sure you answer all of the customer’s questions, and try to be proactive by providing them with any information you think they may require later. Customers will appreciate the fact that you took the time to supply them with further details that they may not have otherwise considered. For example, if they have requested pricing for a 5-by-10 unit, provide them with that price but also inform them that you offer a free moving truck, shelving units, etc.

Be Concise.
Don’t make an e-mail longer than it needs to be. Again, people want quick answers. You want to give your customers the information they are seeking without being longwinded. Keep it short and sweet, but don’t leave out any important details or forget to answer every query. If a customer has asked several questions in one e-mail, use bullet points to answer each individual question concisely.

Don’t Over Abbreviate.
Besides common abbreviations like etc. for etcetera, avoid using abbreviations in business-related e-mail. Also refrain from using numbers to represent words. While abbreviating may be acceptable for text messaging or personal e-mails, it is not appropriate for business-related correspondence. Keep in mind that every e-mail you send is a reflection of your own personal professionalism and, in turn, this could affect your business’ reputation; over abbreviating may come across as a juvenile behavior to some customers. What’s more, if the person reading the e-mail doesn’t understand (or misunderstands) the abbreviation used, it could negatively influence the communication.

Make Sure It’s Free Of Errors.
Here is another area where your reputation is on the line. You (and the company for which you work) can lose credibility if you send out an e-mail that contains a typo. Be sure to spell check your e-mails and proofread each and every e-mail before you click on the send button. Read your e-mails aloud before sending them to catch errors that the spell check may not consider mistakes. Omitting merely one letter in a word could lead to a very embarrassing typo, especially if that word is public!

Make It Personal And Personable.
While “cookie-cutter” e-mail responses are great for saving time, they lack the personal touch that customers appreciate. Take the time to craft a customized e-mail response to every query, and use the client’s name in the salutation. In addition, remember to mind your manners. Use please and thank you, and keep the tone of the e-mail friendly. Since it is easy for someone to misinterpret the tone of an e-mail, use words with positive connotations.

Erica Shatzer is the Editor of Self Storage Now! and the Associate Editor of Mini Storage Messenger, Mobile Self Storage Magazine, and RV & Boat Storage Today.