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The Best Business Email Ever Written            A life-changing presentation                    by Katrina Esco
Ray TomlinsonSexy Beast, Inventor of email                "The first e-mail is               completely forgettable,      ...
The Plan1. Explore why email sucks2. Demystify how good emails get you what you need3. Review anatomy of The Best Business...
No help from the sender             From: Mark <mark@email.com>            Sent at 11:24 AM (GMT)            To: Jim <jim...
…what meeting?      Katrina Esco              Katrina Esco      kesco@schipul.com              kesco@schipul.com      Twit...
The ScoreSENTENCES           SITUATION                    (STATUS= JANKY)QUESTIONS                   TOTAL LOSSWANNA ASK, ...
Mark =         Katrina Esco         kesco@schipul.com         Twitter: @KatrinaME
How do good emails getyou what you need?          Katrina Esco          kesco@schipul.com          Twitter: @KatrinaME
“I have always believed thatwriting advertisements is thesecond most profitable form ofwriting. The first, of course, isra...
TimeAvailable Resources  Prior knowledge             Katrina Esco             kesco@schipul.com             Twitter: @Katr...
ACTUAL Chain letter from Grandma.  From: Grandma  Sent: Wednesday, January 19, 2011 8:42 AM  To: Mary, Kim, Dianna, Cherry...
Anatomyof the Best Business Email Ever Written                         Katrina Esco                         kesco@schipul....
Subject: It’s a spoiler --- not a teaser.                       From: Rodney <mark@email.com>                       Sent a...
Intro: Be brief. Be direct. State your intentions.                      From: Rodney <mark@email.com>                     ...
Body: Explain the next steps.                     From: Rodney <mark@email.com>                     Sent at 11:24 AM (GMT)...
Close it: Put your contact info.                      From: Rodney <mark@email.com>                      Sent at 11:24 AM ...
The Signature: Phone number. Please.                   From: Rodney <mark@email.com>                     Sent at 11:24 AM ...
We send294 billion per day =  a Sh!t Ton, y’all.    Katrina Esco    kesco@schipul.com    Twitter: @KatrinaME
Here comes the big finish…                       Katrina Esco                       kesco@schipul.com                     ...
We will change lives.             Katrina Esco             kesco@schipul.com             Twitter: @KatrinaME
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Best Business Email Ever Written - Katrina Esco - Ignite Houston 2012 Presentation

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This presentation covers why emails suck, how a good email gets you what you need, and reveals the best email ever written. It was delivered by Katrina Esco during Ignite Houston 2012 under the Ignite format (5 minutes to present 20 slides that auto-advance every 15 seconds).

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Transcript of "Best Business Email Ever Written - Katrina Esco - Ignite Houston 2012 Presentation"

  1. 1. The Best Business Email Ever Written A life-changing presentation by Katrina Esco
  2. 2. Ray TomlinsonSexy Beast, Inventor of email "The first e-mail is completely forgettable, and, therefore, forgotten.” – Tomlinson to NPR, Nov. 2009 Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  3. 3. The Plan1. Explore why email sucks2. Demystify how good emails get you what you need3. Review anatomy of The Best Business Email Ever Written Katrina Esco Katrina Esco kesco@schipul.com kesco@schipul.com Titter: @KatrinaME Twitter: @KatrinaME
  4. 4. No help from the sender  From: Mark <mark@email.com> Sent at 11:24 AM (GMT) To: Jim <jim@email.com> Subject: Meeting Importance: ! Hi, Jim, I just wanted to remind you about the meeting we have scheduled next week. Do let me know if you have any questions! Best wishes, Mark Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  5. 5. …what meeting? Katrina Esco Katrina Esco kesco@schipul.com kesco@schipul.com Twitter:Twitter: @KatrinaME @KatrinaME
  6. 6. The ScoreSENTENCES SITUATION (STATUS= JANKY)QUESTIONS TOTAL LOSSWANNA ASK, (IN MINUTES)MARK? Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  7. 7. Mark = Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  8. 8. How do good emails getyou what you need? Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  9. 9. “I have always believed thatwriting advertisements is thesecond most profitable form ofwriting. The first, of course, isransom notes…” -Phil Dusenberry Advertising Hall of Fame Inductee, 2002 Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  10. 10. TimeAvailable Resources Prior knowledge Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  11. 11. ACTUAL Chain letter from Grandma. From: Grandma Sent: Wednesday, January 19, 2011 8:42 AM To: Mary, Kim, Dianna, Cherry, Terry, Trina, Ashley, Ray, Becky, HOUSTON, EARTH, JUPITER Subject: FW: Visit to the clinic – AMAZING! Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  12. 12. Anatomyof the Best Business Email Ever Written Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  13. 13. Subject: It’s a spoiler --- not a teaser. From: Rodney <mark@email.com> Sent at 11:24 AM (GMT) To: Whole Office <office@email.com> Subject: No coffee in the office this morning Hi, Jim, I just wanted to remind you about the meeting we have scheduled next week. Do let me know if you have any questions! Best wishes, Mark Katrina Esco Katrina Esco kesco@schipul.com kesco@schipul.com Twitter:Twitter: @KatrinaME @KatrinaME
  14. 14. Intro: Be brief. Be direct. State your intentions. From: Rodney <mark@email.com> Sent at 11:24 AM (GMT) To: Whole Office <office@email.com> Subject: No coffee in the office this morning Yesterday we sent out security updates. Since they’ve gone ignored, I’ve confiscated the coffee pots. There is no coffee this morning. Please follow the steps below to complete your safety updates. Look at the coworker next to you. Chances are, they’ve completed theirs and suspect this is entirely your fault. I will confirm their suspicion with a list. They will hate you. Please complete the updates in 20 minutes and reply to this email with a screen shot of the completed notification. Thanks! Rodney, VP of Network Security Katrina Esco (555) 867-5309 kesco@schipul.com Twitter: @KatrinaME
  15. 15. Body: Explain the next steps. From: Rodney <mark@email.com> Sent at 11:24 AM (GMT) To: Whole Office <office@email.com> Subject: No coffee in the office this morning Yesterday we sent out security updates. Since they’ve gone ignored, I’ve confiscated the coffee pots. There is no coffee this morning. Please follow the steps below to complete your safety updates. Look at the coworker next to you. Chances are, they’ve completed theirs and suspect this is entirely your fault. I will confirm their suspicion with a list. They will hate you. Thanks! Rodney, VP of Network Security (555) 867-5309 Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  16. 16. Close it: Put your contact info. From: Rodney <mark@email.com> Sent at 11:24 AM (GMT) To: Whole Office <office@email.com> Subject: No coffee in the office this morning Yesterday we sent out security updates. Since they’ve gone ignored, I’ve confiscated the coffee pots. There is no coffee this morning. Please follow the steps below to complete your safety updates. Look at the coworker next to you. Chances are, they’ve completed theirs and suspect this is entirely your fault. I will confirm their suspicion with a list. They will hate you. Reply to this email within 20 minutes with a screen shot of the completed notification, and the coffee pots will be returned. Thanks! Rodney, VP of Network Security PH (555) 867-5309 “If I wasn’t rappin baby I would be ridin’ Mercedes!” – Pimp C Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  17. 17. The Signature: Phone number. Please. From: Rodney <mark@email.com> Sent at 11:24 AM (GMT) To: Whole Office <office@email.com> Subject: No coffee in the office this morning Yesterday we sent out security updates. Since they’ve gone ignored, I’ve confiscated the coffee pots. There is no coffee this morning. Please follow the steps below to complete your safety updates. Look at the coworker next to you. Chances are, they’ve completed theirs and suspect this is entirely your fault. I will confirm their suspicion with a list. They will hate you. Reply to this email within 20 minutes with a screen shot of the completed notification, and the coffee pots will be returned. Thanks! Rodney, VP of Network Security PH (555) 867-5309 Uplifting quote? (._.) Optional. “If I wasn’t rappin baby I would be ridin’ Mercedes!” – Pimp C Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  18. 18. We send294 billion per day = a Sh!t Ton, y’all. Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  19. 19. Here comes the big finish… Katrina Esco kesco@schipul.com Twitter: @KatrinaME
  20. 20. We will change lives. Katrina Esco kesco@schipul.com Twitter: @KatrinaME
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