Shoestring Marketing: E-mail etiquette now a required skill

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I've noticed recently that my e-mail count has reached approximately 50 messages a day and growing. Incidentally, the national average is 31 per day. Some are spam that get automatically deleted without a second glance. But, what I've also noticed is that even the most serious and important e-mails often exhibit the writing skill of a grade school student. It's time for a refresher course on the subject of e-mail etiquette and style. Incidentally, I was unable to locate an expert on the subject, so the musings below reflect my own personal dictates, which are based on courtesy and common sense.|ret||ret||tab|

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Grammar|ret||ret||tab|

As in snail mail, the accepted rules relating to grammar and spelling still prevail. The English language, in its written form, works best when practiced with discipline. If it's good enough for the New York Times, it's good enough for the rest of us. And, there is no reason why we should lessen the standards simply because the sentence is electronic. With grammatical aids and spelling tools available on the majority of e-mail systems, there is no excuse for anything less than correctness.|ret||ret||tab|

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The salutation|ret||ret||tab|

You may consider it a memo, I consider it a personal communication. Therefore, a "Dear Alf" or a "Dear Mr. Nucifora" is in order, if not required practice.|ret||ret||tab|

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The subject box|ret||ret||tab|

If you want your message to be read immediately, as I skim through the daily intake, highlight its importance with a subject headline that piques the curiosity. Beware, however, of using all uppercase... it screams sales pitch or unwanted spam.|ret||ret||tab|

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The message|ret||ret||tab|

Keep it brief. Two or three short paragraphs, tops. Mimic journalism ... provide the who, what, when, where and why (unless the topic is of a personal vs. a business nature). Make it easy for me to read and digest. When I'm clearing my e-mail at 1 a.m., the last thing I need are the repetitive ramblings of an inconsiderate correspondent.|ret||ret||tab|

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Attachments|ret||ret||tab|

Unless you're heavy into business-to-business communications and send business files through a T-1 line, don't include attachments unless they're essential to the communication. They take time to download and don't always translate correctly system-to-system. Large graphic files are the worst. If you're unsure of the hardware and software specs at the receiver's end, inquire first before you send. |ret||ret||tab|

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Limit the inquiry|ret||ret||tab|

Don't send open-ended inquiries that demand a book-length response, e.g. "Advise me re: the meaning of life," "Tell me everything I need to know about marketing my roofing company." Be considerate of the other party's time.|ret||ret||tab|

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Think before you click send|ret||ret||tab|

E-mail can be the scourge of those with inflammatory tempers. Resist the urge to blast someone with an immediate e-mail response. Once you click send it's often too late. Sleep on it first.|ret||ret||tab|

To some, this preoccupation with style and rules may seem to be much ado about nothing. I choose to think that the e-mail message represents the packaging of your company, your brand, yourself and the way you think. |ret||ret||tab|

It is, after all, your calling card. Why not present the best picture?|ret||ret||tab|

(Alf Nucifora has spent the last 10 years as a professional speaker. His column, entitled "Shoestring Marketing" is syndicated bi-monthly in more than 50 business publications in the U.S.)|ret||ret||tab|

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