Email Communication


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Mar 10 'Communicate or alienate' workshop - Wiltshire, Bristol, Gloucestershire
Maximise your business skills through advanced communication techniques and email communication.

Speaker: Andy Poulton

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Email Communication

  1. 2. Introduction – Andy Poulton, IT Specialist
  2. 3. Agenda <ul><li>What your email address says about your business </li></ul><ul><li>Where the emails go </li></ul><ul><li>Email Policy </li></ul><ul><li>Effective Email Etiquette </li></ul><ul><li>Out of Office Message </li></ul><ul><li>Auto-Responders </li></ul><ul><li>Email Marketing </li></ul><ul><li>Viral Marketing </li></ul><ul><li>How not to do it </li></ul>
  3. 4. Do you have to send an email?
  4. 5. :: Jo Moore has a very bad day As the World Trade Centre crumbled on September 11, 2001, Transport Secretary Stephen Byers' special adviser Jo Moore emailed colleagues suggesting it was a good day to bury bad news. She had to apologise after the email became public and later lost her job over accusations she had made a similar recommendation for the day of Princess Margaret's funeral. How not to do it
  5. 6. Business Email Account What does your email address say about your business? Personal / free service [email_address] [email_address] info sales accounts }
  6. 7. Business Email Account how it may be used Business Personal Internal Marketing Personal Business External
  7. 8. Personal Email Use – Internal and External <ul><li>Ensure that an Email use policy is written into Employment Contract - The business has the legal right to monitor use </li></ul><ul><li>- Send, receive, solicit, print, copy or reply to offensive emails </li></ul><ul><li>- Sending inappropriate emails either internally or externally </li></ul><ul><li> - Chain emails </li></ul><ul><li>- Fake / Anonymous </li></ul><ul><li>- Indecent Mail </li></ul><ul><li>- Libellous Content </li></ul>
  8. 9. Email Etiquette Use the correct field, To, CC, BCC To – people you are directly addressing CC – people you are indirectly addressing, FYI and CYA BCC – refrain from use unless conducting e-marketing Spelling and Grammar Spell check before sending. (Set in Options for auto spell check) Don’t use excessive punctuation !!!!!!!!!!! Don’t use fancy fonts . DO NOT SHOUT
  9. 10. Email Etiquette Abbreviations and Smilies Only use those in common use – and only to colleagues / friends FYI and BTW for example :- ) ;-) - not recommended
  10. 11. Email Etiquette Abbreviations and Smilies This Means This :-) Smiley face ;-) Wink (light sarcasm) :-| Indifference :-> Devilish grin (heavy sarcasm) 8-) Eye-glasses :-D Shock or surprise :-/ Perplexed :-( Frown (anger or displeasure) :-P Wry smile ;-} Leer :-Q Smoker :-e Disappointment :-@ Scream :-O Yell :-* Drunk :-{} Wears lipstick This Means This BCNU be seeing you BTW by the way FWIW for what it's worth FYI for your information IMHO in my humble opinion OBO or best offer ROTFL rolling on the floor laughing RTFM read the funny manual TNSTAAFL there's no such thing as a free lunch TTFN ta ta for now TTYL talk to you later
  11. 12. Email Etiquette The Subject Line Always have a subject Make the subject line relevant to the email – Helps get through Spam Filters – Helps encourage opening
  12. 13. Email Etiquette Replying and Forwarding Only use “Reply to all” when everyone needs your response Remember, the contents of the email may be confidential. The sender may not be happy for you to “Forward” to anyone. When BBC Five Live acquired the services of football commentators Andy Gray and Jonathon Pearce for the 2002 World Cup, executive editor of BBC Sports News, Graeme Reid-Davies, jokingly replied to an email that advised a large number of staff of their arrival saying &quot;I think they're both crap.&quot; He accidentally “replied to all” and copied his message to 500 members of the BBC sports staff - including Gray and Pearce. “I can't believe I was such an arse,&quot; he later reflected.
  13. 14. Email Etiquette Don’t send or forward libellous, defamatory, racist or obscene content Shortly after Gordon Brown returned from a charm offensive in China, Treasury press officer Robbie Browse sent an email to some friends which made fun of Chinese people's eyes. He accidentally copied it to his press list, containing 83 leading national newspaper journalists. One them immediately replied asking: &quot;Will we all be invited to your leaving party?&quot; Browse faced disciplinary action.
  14. 15. Email Etiquette Be Concise Email should be brief and to the point. If the message is long – think again Joseph Dobbie briefly met a woman at a barbecue party. He later acquired her email address and sent her a 500 word toe-curling message, describing her smile as &quot; the freshest of my special memories &quot; adding that he was sure she would &quot; be able to see sincerity where others would see cliché &quot;. Instead, she forwarded the message to her sister and millions ended up reading it. Dobbie had included his phone number on the message and was bombarded with mocking calls from around the globe.
  15. 16. Email Etiquette Double check any attachments Is the required attachment actually attached? Is it the right attachment? Get the right address Before hitting “Send” double check to make sure you have the right email address and it is in the right field Devon schoolgirl Claire McDonald found herself receiving emails containing top secret information from the Pentagon after being accidentally added to a round robin list by a navy commander. One of them was offering advice to the UK on how to prevent secrets from being leaked.
  16. 17. Email Etiquette Opening Use the most appropriate salutation Non-Business – Dear Joe or simply Jo Business – think how you would speak to that person - If unsure, then play safe and go formal Signature Casual Simple / Informal Formal – Compliant with legislation
  17. 18. Email Signature - Legislation Mandatory Information – not required for Sole Traders Company Registration number Place of Registration Registered Office Address Discretionary Information Confidentiality notice Disclaimer If email is monitored – a statement should be included to that effect
  18. 19. Email Etiquette Closing Signature Casual – friends and close business acquaintances Regards Andy P Your man 4 IT
  19. 20. Email Etiquette Closing Signature Simple / Informal Regards Andy Poulton Business Adviser - ICT Mobile: 07966 547146 Please consider the environment before printing this email. Double side and print in draft where possible.
  20. 21. Email Signature - Formal Regards Andy Poulton BUSINESS ADVISER – ICT Business Link Great Western Business Centre, Emlyn Square, Swindon, SN1 5BP Mobile: 07966 547146 | Customer Information Centre: 0845 600 9966 Email: [email_address] Website: ‘ Business Link provides the information, advice and support you need to start, maintain and to grow a business’ Please consider the environment before printing this email. To see how your business can reduce its impact visit Registered Address: Northern Arc Ltd, Great Western Business Centre, Emlyn Square, Swindon, SN1 5BP Company No.: 05607342 VAT No: 927 2729 04 DISCLAIMER: This e-mail is intended for the addressee only and may contain information that is privileged and confidential. If you are not the intended recipient, you must not copy, distribute or take any action in reliance on it. If this email has been sent to you in error please notify us immediately by telephone 01275 370865
  21. 22. Email Etiquette Pause, re-read and think before hitting send Once it’s gone – it’s gone Don’t send an email you would not want your mum to read.
  22. 23. :: Human Relations Senior personnel officer John Crook recommended one of his colleagues for a pay rise and was asked by his line manager why he felt his colleague deserved it. He gave his reasons and jokingly added: &quot;She was a grrrrrrrrreat shag as well!&quot; He lost both his job and a subsequent claim for unfair dismissal. How not to do it
  23. 24. Auto responders Can be invaluable to Confirm an email has been received To set or manage an expectation Can be problem causing Perceived to be impersonal if not carefully used May confirm valid email address to spammers May send wrong message if people send to wrong email address
  24. 25. Automatic Out of Office response Use if unable to respond in a reasonable time – Email is believed to be instantaneous Don’t mention the fact that you are on leave Remember to switch it on when leaving and switch it off when back
  25. 26. Email Marketing
  26. 27. <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>Why
  27. 28. It’s Not Expensive Why
  28. 29. It’s Effective Why
  29. 30. Why Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey
  30. 31. Why Direct Marketing Association Survey 2009 $1 spent on Email Marketing $46 generated
  31. 32. <ul><li>over 95% of site visitors = “Window Shoppers” </li></ul><ul><li>x 6 = the cost of winning new clients </li></ul><ul><li>Web users like them (over 95% have subscribed) </li></ul><ul><li>65% have made a purchasing decision </li></ul><ul><li>37% find the invaluable </li></ul>Why
  32. 33. <ul><li>Develop your database </li></ul><ul><ul><ul><li>Existing Client Data </li></ul></ul></ul><ul><ul><ul><li>Encourage Subscription through website </li></ul></ul></ul><ul><ul><ul><ul><li>Offer enticement to subscribe </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Exclusive deals, Top Tips, early access to information </li></ul></ul></ul></ul><ul><ul><ul><li>Subscription through other routes </li></ul></ul></ul>How
  33. 34. <ul><li>Quality Content </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Tailored </li></ul></ul><ul><ul><li>GRAB attention </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Legal </li></ul></ul><ul><ul><li>Measure, Measure, Measure </li></ul></ul>How
  34. 35. <ul><li>What can be measured </li></ul><ul><ul><li>Number of emails sent </li></ul></ul><ul><ul><li>Number of bounces </li></ul></ul><ul><ul><li>Number opened </li></ul></ul><ul><ul><li>Number deleted without opening </li></ul></ul><ul><ul><li>Action taken </li></ul></ul>How
  35. 36. <ul><li>Pre-existing relationship </li></ul><ul><li>Reason why the recipient has been included </li></ul><ul><li>Opt in or Double Opt in </li></ul><ul><li>Sender is clearly identified </li></ul><ul><li>Unsubscribe instructions with EVERY email </li></ul>Law
  36. 37. <ul><li>Mail Chimp </li></ul><ul><li>Vertical Response </li></ul><ul><li>Constant Contact </li></ul><ul><li>iMailer </li></ul><ul><li>Lyris </li></ul><ul><li>Mailing Manager </li></ul><ul><li>Graphic Mail </li></ul>Who
  37. 39. Viral Marketing – How & Why <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  38. 40. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m
  39. 41. Viral Marketing - How <ul><li>Refer a friend </li></ul><ul><li>Competitions </li></ul><ul><li>Video </li></ul>
  40. 42. Viral Marketing
  41. 43. Now go Sell Something <ul><li>Where the emails go </li></ul><ul><li>Email Policy </li></ul><ul><li>Effective Email Etiquette </li></ul><ul><li>Out of Office Message </li></ul><ul><li>Auto-Responders </li></ul><ul><li>Email Marketing </li></ul><ul><li>Viral Marketing </li></ul>Summary
  42. 44. Andy Poulton Business Link M: 07966 547146 E: Thank You