eBook Writing Emails That People Want to Read

A TARGET TRAINING PUBLICATION

WRITING EMAILS THAT PEOPLE READ SWEETEN YOUR EMAILS WITH SUGAR

WRITING EMAILS THAT PEOPLE READ

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ABOUT TARGET TRAINING THE IN-HOUSE TRAINING SPECIALISTS Since 1994, our multinational and NGO clients across Europe have been relying on us to develop their ability to do business internationally. We offer training and consulting services in the areas of:

BUSINESS ENGLISH SOFT SKILLS INTERCULTURAL COMPETENCE HYBRID SOLUTIONS Whether it be single seminars or multi-location roll-outs, we provide practical, transferable training solutions. Our managed training services support & lighten the administrative load for our clients.

Recommended by 100% OF ASKED CUSTOMERS

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ABOUT THIS E-BOOK e-mail, email, Email, eMail, EMAIL, E-mail or just plain mail? Since its earliest incarnation in the 1960’s, email has come to dominate business

This E-book is for all of us who’ve sent and received emails – which means ALL OF US. It combines the thoughts, ideas and experience of our trainers and our clients. Through simple, practical tips, and the easy to remember SUGAR model, this E-book will help you to improve your emails. Follow the advice and your emails will actually get read, be easily understood, won’t annoy people,

communication. A recent study in 2014 concluded that “the majority of email traffic comes from the business world” and that “over 108.7 billion emails are

and won’t take up too much of your reader’s time.

sent and received per day”. Despite recent challenges from social media, email

Sounds good, doesn’t it?

continues to grow as the #1 form of communication in business.

No national school system teaches children how to write effective emails, and few colleges or universities do either. Writing effective emails is a skill – and like many skills it’s learnable and trainable. Despite its prevalence, or perhaps because of it, we are still struggling. We’re simply expected to know how to be effective with email – after all it’s part of everyday business, right? Wrong. We struggle to manage our time due to perpetually-filling inboxes, we receive emails that are confusing or irrelevant, and worst of all we send them too!

IS THIS E-BOOK FOR YOU? Yes - unless you’ve been somewhere very remote for the last 30 years.

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HOW EMAIL HAS CHANGED OUR LIVES I was born in 1973. My family got our first computer when I was 12 (a ZX Spectrum 64). My dad’s office was a room full of friendly secretaries and typists. I handwrote my essays at university. I didn’t have my first email account until I was 23 years old. I expect that in future years my son will be stunned that things actually worked without email (they did). Today, email means we can work from anywhere, instantly communicating with colleagues and customers. This also means that we can be expected to react from anywhere, whether it be early morning, late evening or on holiday. An AOL survey in 2012 reported that 59% of people admitted to checking email from the bathroom. We can share data, images and ideas. We can work in multinational teams. We can easily do business with people we’ve never met. We can

“My dad’s office was a room full of friendly secretaries and typists. I handwrote my essays at university.”

store and retrieve information easily and indefinitely. The downside being that our words can come back to haunt us. Email has changed our professional and personal lives. For better and for worse. Scott Levey Director of Target Training GmbH

THE RADICATI REPORT A

60 SECOND SUMMARY

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To summarize the Radicati Report, email is the most commonly used form of communication in business. This means that effective email writing means effective business communication.

2014

2015

2016

2017

2018

121

126

131

136

140

Average no. emails received

85

88

91

95

97

Average no. legitimate emails

75

77

79

83

83

Average no. spam emails

10

11

12

12

14

Average no. emails sent

36

38

40

41

43

BUSINESS EMAIL Average no. of emails sent/ received per user/day

RADICATI REPORT EXTRACTS - The total number of worldwide email users, including both business and consumer users, is increasing from over 2.5 billion in 2014 to over 2.8 billion in 2018 (and to put this in perspective the UN estimated the world population to be 7.18 billion in 2014). - In 2014, the majority of email traffic comes from the business world, which accounts for over 108.7 billion emails sent and received per day. - Email use is growing in the business sector and by 2018, business email will account for over 139.4 billion emails sent and received per day. - Business users send and receive on average 121 emails a day in 2014, and this is expected to grow to 140 emails a day by 2018. - In 2014, worldwide mobile email users total 1.1 billion. By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. - Email remains the most pervasive form of communication in the business world.

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The Radicati report: http://www.radicati.com/?p=10644

EFFECTIVE EMAILING THE

3 GOLDEN RULES

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As the Radicati Group’s findings so clearly demonstrate, email is a widely used tool for business communication. However, and no surprises here, a 2013 survey by Sendmail, Inc. found that 64% of working professionals said email has caused tension, confusion, or other negative consequences for them and their colleagues.

RULE

1

NEVER SEND AN EMAIL WHEN YOU ARE EMOTIONAL, TIRED, FRUSTRATED OR ANGRY Write the whole email if it will make you feel better and help you to get something out of your system - BUT only add the recipients and send it after you have had space and time to reflect and think about what you are sending.

RULE 2 DON’T OVERUSE EMAIL Email is not always the most effective form of communication. Sometimes, picking up the phone is faster. Email is great for giving information, sharing updates or making simple requests. However use the phone if something could be a sensitive or emotional topic, or if you need to deal with questions that are likely to need some back-and-forth discussion.

These 3 golden rules are an excellent starting point for minimizing this.

RULE 3 DON’T OVER COMMUNICATE How many emails do you receive each day? One of the biggest sources of stress at work is the sheer volume of emails that people receive. So, before you even begin writing an email, always take a few seconds and ask yourself: Is this really necessary? Then ask yourself the same question again before you hit “send”.

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Sendmail Inc. survey: http://www.prnewswire.com/news-releases/sendmail-cppsurvey-64-cite-email-as-source-of-workplace-confusion-resentment-211802791.html

EMAIL PSYCHOLOGY THE DIFFERENT NEEDS, PRIORITIES AND BEHAVIORS

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When we look at how we send and receive emails, it’s no surprise that emails can be a source of stress, frustration and conflict. Generally speaking, the sender and the reader have different needs, priorities and behaviors.

THE SENDER OFTEN - believes that their situation is special - has more information and wants to tell the whole story, explained from every angle, so that the receiver can understand their point of view - spends a long time writing the ‘perfect’ email - cannot imagine why anyone would not get back to them quickly

THE READER - is busy, and the email often represents an interruption - has plans and things to do - gets a lot of emails - gets asked questions and favors regularly - does not mind helping you - if it is fast and easy

TO SUMMARIZE As the sender your goal is to write an email that will be read, will be easily understood, will not annoy the receiver, and won’t take up too much of the reader’s time.

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SUGAR WHAT MAKES A GOOD BUSINESS EMAIL?

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This acronym will help you to write good business emails. The five areas clearly overlap, and support each other. Obviously, if your message is simple it will be easier to understand. And, if your message is goal-oriented it will have a higher chance of being relevant and appropriate to your reader’s needs. You’ll notice these key points being repeated throughout this ebook.

S U G A R

IMPLE NDERSTANDABLE

OAL-ORIENTED

PPROPRIATE

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ELEVANT

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Simple means keeping your email clear and short. Sounds simple, doesn’t it? If you need to cover more than 3 points, maybe it’s time to revisit rule 2: Don’t overuse email. Would a phone call be more effective? Perhaps followed up with a summary email later on?

SIMPLE EMAILS USE SIMPLE LANGUAGE Write like you talk, using conversational English. Be authentic and realistic and use your real voice – it makes you more human, more approachable and easier to understand.

SIMPLE EMAILS DON’T HAVE TOO MANY POINTS As a rough guideline, 1-3 main points per email is fine.

SIMPLE EMAILS HAVE SHORT SENTENCES Around 20 words or less is a good guideline - but this isn’t a strict rule!

Keep in mind the well-known KISS model: Keep it short and simple!

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SIMPLE EMAILS HELP THE READER Use paragraphs, spacing, bullets, numbering and headings to help your reader. Sounds simple, but too many people send blocks of text – especially when sending from mobile devices.

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WHAT IF I HAVE LOTS OF POINTS TO COVER?

KEEP IT SHORT AND SIMPLE

CONSIDER WRITING MORE THAN ONE EMAIL If you need to cover more than 3 main points, consider writing more than one email This will ensure your message is clear, that each email is simple to understand, and it helps your reader to reply to one topic at a time.

ASK YOURSELF Do you prefer more emails with a few main points in each email? Or would you rather have fewer but longer, more complex emails? Obviously it’s important to find balance here. Just as you don’t want to send somebody a complex email with too many items, you also don’t want to overload someone with too many emails.

ASK THE READER If you are often in contact with somebody (a colleague, a customer etc), why not ask them how (and when) they prefer emails? Likewise, if you are the reader then why not share your preferences with the people who regularly send you emails.

STRUCTURE YOUR EMAIL Keep it simple by using paragraphs, numbering, bullet points and headings. This means that your reader will find it easier to read the email plus can address points by number/name. WWW.TARGETTRAINING.EU/BLOG

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Making your emails understandable starts with having an easy to follow structure. This section will cover the basics of structuring your email and then look at two key behaviors you can focus on.

Business emails have 3 parts: a beginning (introduction), middle (body) and an end (conclusion).

BEGIN WITH AN EFFECTIVE INTRODUCTION Start with a greeting— this really makes a difference. It could be formal (Dear Ms.), Informal (Hello, Good afternoon), or if you know the reader well something as simple as “Hi”.

PUT YOUR BOTTOM LINE UP FRONT Your opening paragraph must clearly contain your reason for writing. This helps your reader save time and makes it immediately clear to the reader what you want. Depending on the nature of your relationship, the opening paragraph:

IS A GREAT PLACE FOR A FRIENDLY OR TOPICAL GREETING - I hope the project is going well - It was a pleasure to finally meet you last week - Hope you had a relaxing weekend

SETS THE SCENE

/ CONTEXT OF YOUR EMAIL

- Further to our conference call last week - I’m writing regarding the problems we’ve run into since our last contact

IS A PLACE FOR YOU TO INTRODUCE YOURSELF, IF THE READER DOESN’T KNOW YOU - My name is … and I was given your name by Sebastien Blanc - I’m contacting you to inquire about ...” WWW.TARGETTRAINING.EU/BLOG

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Share your reason for writing quickly. By January 2014, 41%of emails were being opened on mobile devices. However very few senders are taking this into account when writing their emails. Readers are opening and scanning emails on the go, and don’t want to scroll to find the main point.

MAKE THE MIDDLE MATTER WRITING A CLEAR AND SIMPLE BODY The most important thing to remember here is to give your reader the information they need to take whatever action you’re asking of them. Share this information in a logical, cohesive way. Limit the main points, and use paragraphs, numbering and bullets to help your reader understand your message.

END CLEARLY THE IMPORTANCE OF SIMPLE CONCLUSIONS Emails are best kept short. Your conclusion doesn’t need to recap and summarize your body. Instead you should make sure any action steps are clear. If you’re suggesting a meeting, propose a date and time. If you’re requesting information for a project, make sure you explain what you need, why you need it and by when you need it. And, if you’re just sharing information, remind your reader that he or she is welcome to ask any questions.

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TWO KEY BEHAVIORS WHICH WILL MAKE SURE YOUR EMAILS ARE EASY TO UNDERSTAND

SLOW DOWN EMAIL IS A FORM OF COMMUNICATION TICKED OFF

– NOT A TASK TO BE

If you are sure that email is the best way of communicating (see rule 2) and that the reader really needs this information (see rule 3), then you need to slow down and take the time required. You need to collect your thoughts, to decide what you want to say, and then it takes time to write your email. By taking the time now, you will definitely save time later on.

REREAD BEFORE YOU HIT “SEND” Get into the habit of taking a moment to review your email. Pay careful attention to the length of your email. Make sure that your email is as short as possible, without excluding necessary information. Use the SUGAR checklist at the back of this E-book to help you.

Do not type the email address(es) in the ‘To’ box until you have reread your email!

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The Radicati report concluded that in 2014, business users send and receive on average 121 emails a day. With these sort of numbers flying through our inboxes, as readers we hope that the sender knows why they are writing. Because we want to know why they are writing.

THINK BEFORE YOU INK Most of us know roughly what we want when we start writing – but we don’t take enough time to clearly think it through. Try writing down keywords or headings before you start writing the email.

WHAT’S THE PURPOSE, IN

14 WORDS

Before you start writing your email, you should be able to say your purpose out loud in a simple sentence with 14 words or less.

BLUF: BOTTOM LINE UP FRONT As the sender you need to make your emails are goal-oriented. You should know why you are writing before you start writing.

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Your opening must clearly contain your reason for writing. Your main point should be in your opening sentence. This helps your reader save time and makes it immediately clear to the reader what you want. Putting your bottom line up front (BLUF) is best practice.

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The email subject line is where writing effective emails begins. It is the first thing that your reader sees, and plays a key part in whether they open the email immediately, later or not at all. It’s also likely that your reader’s inbox is very full, so a good subject line helps the reader determine the priority of your email.

WRITE YOUR SUBJECT LINE FIRST We either just hit reply, forward or even write nothing at all in the subject line. An email with a blank subject line isn’t going to get the attention it deserves, may go unread and will certainly be difficult to find later on.

KEEP YOUR SUBJECT LINE SIMPLE Be clear, simple and honest. This helps your reader prioritize the email’s importance without having to open it. It also helps you to build trust with your reader, as you’ll quickly be seen as somebody who is clear, open and reader-oriented.

USE OBVIOUS KEY WORDS AT THE BEGINNING A typical inbox reveals about 60-70 characters of an email’s subject line. HOW-

A well-written subject line delivers the most important information, without the reader even having to open the email.

EVER today more than 50% of emails are read on mobile devices. This means you’ve got 20-30 characters to get it right. Place the most important words at the beginning!

DON’T CRY WOLF Think carefully about how often you want to use words such as URGENT, NEED HELP, PRIORITY etc. If you use them too often in your subject lines, you should be prepared that when you really need to draw attention to your email, your reader won’t be interested.

REREAD THE SUBJECT LINE Before you send your email, check that your subject line accurately reflects what

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you wrote, that the key words are upfront and your subject line will be easily searchable.

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Considering who you are communicating with, and the situation at a whole, is at the heart of all effective communication. Remember that 64% of professionals said email has caused tension, confusion, or other negative consequences for them and their colleagues.

The key challenge here is getting the right tone (tone means the way your writing “sounds” to the reader). Just because you write your email in “a certain way” it doesn’t mean your reader will automatically understand it in the same way. WWW.TARGETTRAINING.EU/BLOG

IS YOUR TONE APPROPRIATE TO - Your relationship with the reader? - The situation you are writing about? - Email as a form of communication?

BE POLITE Keep in mind that what is seen as “polite” is highly dependent upon your cultural background. What may sound polite to one culture may be considered less so by another. Likewise a “polite” email, can be misread as being too distant, indirect, insincere or non-committal. If you aren’t sure, it’s better to be polite than not (but then again I’m British so this is culturally biased). If you are reading an email give the sender the benefit of the doubt before deciding they are being intentionally rude. This is especially important if one of you is working in a foreign language.

BE CAREFUL WITH HUMOR Tone is everything when it comes to humor. In particular, irony and sarcastic humor just doesn’t work in emails.

BE AWARE OF THE LANGUAGE YOU ARE USING - Unless you're on good terms with someone avoid slang - Be careful about using jargon, abbreviations and acronyms - If you are a native English speaker writing to non-native speakers be aware of the problems that expressions (idioms) and phrasal verbs ( take up, take over, etc) can cause. Avoid them when possible. Keep your language as simple and clear as possible

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“Email is quick, efficient, and you don’t have to wait around for the other person to have time for you. You can just get on with your job – what’s the problem?”

The “problem” is that this “isolation” means that we can no longer rely on valuable nonverbal information like facial expression, body posture, gestures, and voice tone to interpret and predict other people’s behavior. It means that you are writing your email and hoping that the reader will understand it in the same way you meant it.

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ACCEPT THAT EMAILS ALWAYS HAVE A TONE Tone means the way your writing “sounds” to the reader. Writing your email a certain way doesn’t mean that your reader will automatically understand it that way. Your reader will remember the emotional tone of an email much longer and more vividly than the content.

DECIDE HOW FORMAL YOU WANT TO BE Because we send and receive so many emails we tend to think that emails can be less formal than traditional letters. The way you write can be seen as a reflection of your own professionalism, intelligence, values, and attention to detail.

SOME MESSAGES NEED NON-VERBAL CUES We fill in the blanks when we aren’t sure what the person sending the message intended. Strangely enough we generally don’t fill in the blanks with positive intentions. In fact, studies show we generally assume the worst. This can lead to misunderstanding, frustration, damaged relationships, and poor business decisions. Scary, isn’t it? Remember rule 2; Don’t overuse email.

REMEMBER THAT YOUR READER MAY NOT BE IN THE SAME MOOD AS YOU Try to think about how the reader could interpret it. If you think there’s a chance your intentions or emotions could be misunderstood, find a less ambiguous way to phrase your words. Then rewrite any sentences which you think may be potential problems – or pick up the phone.

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Getting the tone right in an email is one of the hardest things to do. If you’re writing in a foreign language it’s even harder.

If you are not sure about the tone of an email you are sending, have someone else read it and give you feedback before you send it. If no one else is available, save the email in your draft folder and come back and re-read it later.

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TAKE THE TIME THE EMAIL DESERVES Spend time thinking about your choice of words, sentence length, punctuation, letter case, sentence length, opening, closing and capitalization.

BE CAREFUL WHEN USING CC'S AND BCC'S People can interpret them in different ways and read meaning into who was and was not copied.

KEEP IN MIND - DON’T TYPE IN ALL CAPS – EVER! It’s the same as SHOUTING at somebody. - Don’t overuse punctuation!!!!!! - Be cautious about using bold, underlining and color.

MOST IMPORTANTLY See rule 2; Don’t overuse email. Know when to pick up the phone or meet face-to-face to discuss an issue.

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If tone is important, then phone! A 2005 study by two psychologists ( Kruger & Epley) found that people are consistently better at interpreting tone in vocal messages rather than text-based ones. So much so, that the chance of interpreting the correct tone in an email is only 56% - just slightly better than tossing a coin!

IN ONE EXPERIMENT, THE RESEARCHERS TESTED 30 PAIRS OF STUDENTS Each participant received a list of 20 statements about day to day topics. One member of each pair read their statements into a recorder, taking either a sarcastic or serious tone. The other member emailed the statements. The participants also noted whether they thought their partners would correctly interpret each statement's tone. The participants then listened to or read their partners' statements, guessed the intended tone and indicated how confident they were in their answers.

BOTH GROUPS PREDICTED ABOUT A SUCCESS RATE

78%

Both the emailers and those who recorded their messages were highly confident that their partners would correctly detect their tone. The partners got the tone

So what does this mean? Well, perhaps just pick up the phone, says Epley: "E-mail is fine if you just want to communicate content, but not any emotional material." WWW.TARGETTRAINING.EU/BLOG

correct for recorded messages about 75% of the time. The partners who read the statements over email only a 56% success rate.

THE PARTICIPANTS WHO RECEIVED THE MESSAGES WERE NO BETTER AT PREDICTING THEIR OWN SUCCESS! Both the listeners and the readers guessed that they had correctly interpreted the message's tone 90 percent of the time.

Journal of Personality and Social Psychology (Vol. 89, No. 5, pages 925-936)

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The Radicati Group estimate that “ Business users send and receive on average 121 emails a day in 2014, and this is expected to grow to 140 emails a day by 2018.”

Rule 3; Don’t over communicate: One of the biggest sources of stress at work is the sheer volume of emails that people receive. So, before you even begin writing an email, always take a few seconds and ask yourself: "Is this really relevant?".

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RELEVANT MEANS: - You know why you are sending this email to this reader - You know why you are copying each person into this email - Your reader knows why they are receiving / being copied into this email - You’ve kept to the main points - Your email is as short as possible and as long as necessary - The right information is included, and the information is correct - You’ve used attachments for detailed information, helping your reader to understand the main points in the email quickly and allowing them to look at the details at a more convenient time.

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THE SUGAR CHECKLIST FOR WRITING EMAILS THAT PEOPLE WANT TO READ

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S U G A R

IMPLE - Is my language simple? - Do I have too many main points? - Are my sentences short? - Would paragraphs, spacing, numbering and headings help?

NDERSTANDABLE - Do I have a beginning, middle and end? - Does my beginning contain my reason for writing? - Does my end make the action points clear? - Do I have a greeting and goodbye?

OAL-ORIENTED - Do I know why I’m writing this email? - Is my subject line strong and clear enough? - Am I sharing my reason for writing at the very beginning?

PPROPRIATE - Is my language appropriate to my reader? - Am I clear how formal and polite I should be? - Have I checked the tone? Have I double-checked the tone? - Should I just pick up the phone?

ELEVANT - Do I know why I’m sending this email to this person? - Will this person understand why they are receiving this email? - Is the right amount of information included (content and context)? - Are my attachments useful and relevant?

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FURTHER LEARNING ON OUR BLOG Our blog, TRAINING BUSINESS, has numerous posts with tips and tricks on emailing.

WRITING SKILLS POCKETBOOK Stella Collins and Beth Curl (2012) / Management pocketbooks

BRILLIANT EMAIL: HOW TO WIN BACK TIME AND INCREASE YOUR PRODUCTIVITY Dr Monica Steeley (2010) / Prentice Hall

MODEL BUSINESS LETTERS, EMAILS AND OTHER BUSINESS DOCUMENTS Shirley Taylor (2012) / Financial Times/ Prentice Hall

BETTER BUSINESS ENGLISH HOW TO WRITE EFFECTIVE BUSINESS ENGLISH: THE ESSENTIAL TOOLKIT FOR COMPOSING POWERFUL LETTERS, EMAILS AND MORE, FOR TODAY’S BUSINESS NEEDS Fiona Talbot, (2009 ) / Kogan Page

EMAIL AND LETTER WRITING (SIMPLE TOOLS FOR BUSY PEOPLE SERIES) Anne McDougall (2013) / Createspace WWW.TARGETTRAINING.EU/BLOG

ENGLISH FOR EMAILS (EXPRESS SERIES) Rebcecca Chapman (2007) / Oxford University Press A holistic look at basic email writing for low-intermediate learners, this book can be used for self-study and comes with a CD-ROM. Topics covered include making arrangements, formal vs. informal language and asking for information.

EMAIL ENGLISH Paul Emmerson (2013) / Macmillan This book takes upper-intermediate learners through the “nuts and bolts” of email writing. There is a lot of work on error correction and practice of typical functional phrases. Areas covered include punctuation and spelling, asking for payment, arranging meetings and making complaints. There are a lot of good controlled practice activities here, but this means the book can be very dry. A good tip is only to look at the chapters that are useful for you, rather than working through everything step-by-step.

WRITING (COLLINS ENGLISH FOR BUSINESS) Nick Brieger (2011) / Collins Aimed at higher-level learners (B1 - C2), this self-study book looks at the writing process itself and has lots of good tips on structuring your writing and writing for your audience. There are models of good practice and practice tasks (including email writing) in the final chapters.

ABOUT THE AUTHORS This E-book was made with contributions from the following people Sebastian Turnbull

Jane Davies

A former lawyer, Sebastian has nine years of experience in developing and delivering customized, participant-centered

Jane has twenty years’ experience in training, management and IT. Her broad background allows her to adapt her

language and skills training. His clients include finance, IT, logistics and engineering firms.

training to the needs of the individual, ensuring participants gain the tools they need for their jobs.

Chris Slattery

Scott Levey

Chris enthusiastically believes that training is primarily an investment in improved performance. Training must help

Scott works primarily with managers and executives. His approach to training is experiential and reflective, believing

people to do their jobs better. Making it enjoyable helps. Making it effective is the essence.

that placing learners at the heart of their training secures concrete results and makes a real difference.

Nathan Wale Nathan‘s approach to training focuses on the learners’ real-world needs and encourages participation. He uses his own extensive experience in marketing and management to ensure the training is business-world relevant.

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Martin Wheeler Martin has ten years of experience in training Business English. He believes confidence is a key factor for communication success. His training is focused on fluency-based tasks with customer-chosen topics.

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