by Esther Dyson
At the end of every year, I take advantage of the holiday lull to clean up my inbox. After slogging through hundreds of messages, a shameful number of which have gone unanswered or at least underanswered, I feel both guilty (How could I have left that poor person hanging?) and frustrated (Why couldn't she have crafted a message that would have been easier to respond to?).
And so, after each cleanup, I write my annual column of heartfelt advice on how to write e-mail that gets a response. Of course, I have a sinking feeling that the people who need these helpful hints most aren't reading this column, since I see the same mistakes made repeatedly throughout the year.
Perhaps for 2004 I'll use the entire column as a sig file (You do use a sig file, don't you? If not, keep reading) and simply send it to the transgressors -- thereby finding yet another way to avoid answering their messages.
Some of these suggestions may seem obvious, but they all come in response to e-mails I have received over the past year.
So, class, let's begin!
USE A MEANINGFUL SUBJECT LINE
Don't forget that subject line, and the more specific, the better: "Message from Alice" or "Message for Esther" doesn't count, and in fact it's annoying, since I already know that. I get a lot of mail from a great many companies about board meetings, events and the like, and find it difficult to keep them all straight. Instead of "Keynote speech invitation," try "Speak in Phoenix, March 21?" or "Agenda for Wonderwidgets board meeting, Feb. 12, Chicago." That saves energy for me (ensuring a faster response for you), and makes it easy for me to file your message without even opening it again.
And for what it's worth, avoid "Phone call"! In our office at EDventure Holdings, everyone is well trained: "Juan Tigar, Wonderwidgets, wants to meet next week, (703) xxx-xxxx." Ideally, Juan is cc'ed on the message, so he can see that I got it -- and maybe he'll send e-mail instead of calling next time.
Finally, change the subject line as necessary. When a message about lunch goes back and forth and becomes thanks for the lunch and then comments about a follow-up business deal, change the title ("Was: Lunch; Now: $50K too high").
USE A SIG FILE
A "sig file," for signature file, is the little section at the end of your message (you can add it automatically in most mail programs) that lists your contact information: name, address, home page or blog address, and anything else you want. My sig file includes my office address and phone, URLs for my blog and next conference, and my slogan: "Always make new mistakes!"
SEVER ATTACHMENTS
Don't use attachments unless they are absolutely necessary, and explain them in the message text. I usually at least glance at a message, but I may not open an attachment for days or even months.
MAKE YOURSELF CLEAR
If a writer takes several paragraphs to get to the point, I may have to put the message away to read it later -- and often that's too late. If you have several points, it may make sense to send separate messages (each with a relevant subject line) or at least indicate in the first paragraph that you'll be covering several items.
Say exactly what you want up front. If it's a job you're after, be specific about what kind of job and where. If you want to work for my company, make it clear that you know my company and why you think you'd make a good fit.
Try to make it as easy as possible for me to help you. Do you want me to send a request to someone I know? Then write a paragraph or two ready to be forwarded. Do you want me to speak at a conference? Tell me exactly when and where, and what kind of time commitment will be involved. Do you want me to call you? Send me a list of times when you can be easily reached -- and your phone numbers, of course. (If you ever get a message from me asking you to call, with no phone number, then that itself is a message!)
IF YOU CAN'T SAY ANYTHING NICE ...
E-mail is ideal for sharing information, arranging meetings or sending a quick thank-you. But if you want to pass along criticism or nasty gossip, think twice. Imagine if your message were intercepted and sent to the target of your vitriol -- or even reprinted in your local newspaper? There's only one way to keep your thoughts private: Don't send them.
I know these suggestions sound slightly whiny, but I promise they truly will help your important message rise above the mailbox clutter.
And speaking of clutter: In case you were wondering, I now have about 200 messages in my inbox -- down from 5,000 in early December. Here's hoping for an upcoming year of more productive e-mail ... and that I won't need to write this column again in 2005.