Down-editing your e-mail is a necessary skill that adds to clarity in your communications and helps avoid misunderstandings. In addition, responding point by point to those who e-mail you also shows consideration for their time and your command of technology.
Dow editing is a skill that is developed over time - by doing. By editing your e-mail properly, you can leave that oh-so-important professional impression with those new business contacts who will be determining what it will be like to do business and communicate with you via e-mail. Since most onliners are anemic in this area you will shine by making these simple efforts!
The first thing to remember is to never just hit Reply and start typing! Once you hit Reply, and type a courteous greeting, you should remove any part of the e-mail you are responding to that is not necessary to the clarity of the ongoing conversation. This includes e-mail headers (all that server and routing info at the top of some e-mail) and signature files. Here are some additional quick tips to help you on your way!
=> The best way to edit properly is to hold your left mouse button down and drag it over the text you want removed then hit delete.
=> Hit your enter key twice to put a line space between where you will type your response and the text you are replying to above. Then type your comments as it relates to the content above.
=> Continue to do the same as the e-mail continues. Remove what doesnt matter, leave what does, hit enter twice and type your reply.
=> What I do when I have removed a good bit of text is to type
=> E-mail becomes very difficult to follow when you start adding all the back and forth >>>>s. Make a habit of starting a new email after >>> are in the return. At that point most likely updating the SUBJECT: to better reflect the direction of the conversation will be in order as well. These efforts help avoid misunderstandings due to all the back and forth.
=> When replying to an ongoing series of e-mail where the SUBJECT: doesnt change, do what I do to keep your copies in order. Type REPLY: before the SUBJECT: fields content. Then as the back and forth continues type: REPLY [2], REPLY [3], REPLY [4], etc. This is a great way to have the order of the entire conversation visible at a glance while allowing your e-mail folders to keep the conversation in that order when sorted by SUBJECT:.
Integrating these steps when replying to e-mail can help keep your conversations on track and easier for all to read. Besides, by setting a proper example others can learn from you which is how most online learn new things. Now, in my book, thats as good a reason as any to get into the habit of down-editing your e-mails. Why not start today
About the Author:
Judith Kallos is an authoritative and good-humored Technology Musewho has played @ for over a decade. Check out her popular E-mail Etiquette Web site and Book @:
Sending emails to existing and potential customers is said to have a response rate of 3-5%, which towers over direct mail or press advertising. Why is it so successful and how can you maximise your chances of success
Questions to consider before starting an email campaign
Who makes up your customer base What are their interests Are they Sunday Times readers or Big Brother viewers Would it be worth segmenting your database and sending out variants to improve the chances of a response
What are your objectivesWhat are you aiming to achieve by sending this email Web sales Catalogue requests More visits to your site Brand recognition Improved customer relations Data gathering
Should you outsource the workWho will create, produce and distribute your email marketing If you dont have in-house expertise, and if your budget allows, outsourcing is worth considering as emails can take upwards of a day for one person to compile and produce. Many ecommerce companies offer e-marketing try E-in Business.
How will the emails be distributedEmail distribution software can do much of the work for you check out ConstantContact.com and is a cheap option if your database is reasonably small. Its not a good idea to send out emails from the MDs email address think of all the returns and unsubscribe requests.
Creating the campaign routes to success
Relevancy
Taking into account your typical customer is standard practice through all of your marketing activities, and emails are no different. Segmentation is a good idea it wont cost a huge amount to produce two or three variations on your email campaign, according to factors such as order value, geographic location and response to incentives. Figleaves, for instance, know which customers respond to sales and which buy at full price this would be a useful way to divide your database, if you have that kind of information available. As with all copywriting though, the lifestyle of your target customer should define your style. Buzzwords, used sparingly and appropriately, can demonstrate your knowledge of the customer base but be careful; theres nothing more cringeworthy than using out-of-date slang!
Incentives & Click-through links
This is a great opportunity to test special offers and incentives you can send one offer to half the database and one to the other, or send different deals to different geographical areas; the options are endless. If you can create special landing sites to make the click traceable, so much the better. A time-limited offer is a good idea, as it encourages an immediate or fast response.
Written Style
Clarity. Edit, edit, edit; avoid jargon and multiple adjectives. Like web copy, email copy should be snappy and easy on the brain.
Humour. A dash of personality can only improve your chances of identifying with the reader.
Scannable. Subheadings are good; bold or highlighted keywords are great for a reader with little time and patience.
Short. There is some debate on the desirable length of email copy; some people like to read, but others just want a short message. The safest bet is to put the key messages at the top for the impatient, and then develop them further down for those who like to read details.
Conversational. Think about the emails we are used to receiving from friends and family written in an informal style. If you write the way you speak, there will be less jargon and less formality.
Demonstrate a knowledge of the customer and market. As discussed above, some buzzwords can be effective. Lastminutes style is satirical, with a finger firmly on the pulse of its readership. Achieving this is difficult, but it pays to understand your customer culture and will improve all of your communication output.
Active verbs. Get rid of visit and view in favour of go and look at make your copy compelling and it will send customers straight to the site.
You not We. As with any written material, count the yous and the wes, prioritising the former. The customer doesnt care about you.
Call to Action
Consider what reaction you want to your campaign. Put yourself in your customers shoes and ask yourself whether the email inspires you to take that action. Put the call at the top AND bottom of your email, to catch the skimmers as well as the long-readers.
Text-only option
If youre sending HTML emails (with graphics and fonts), offer a text-only option or direct readers to the site (place this link at the top of your email so that if the pictures arent showing they can click immediately).
Subject line
Give some thought to the subject line before firing off the campaign. It should be meaningful, and interesting but not too clever and avoid words like Free and Offers, as these emails sometimes get blocked by spam filters.
The law
Its now illegal to send individuals unsolicited emails, unless they have signed up to your list or you have paid for an opt-in list from elsewhere. Its also a requirement to include your company info (and the more you include, the more credibility you will get). And need we mention an unsubscribe link
More questions Get in touch.
Author: Anna Hinds, freelance copywriter
Contact: anna@copyqueen.co.uk
Website: www.copyqueen.co.uk
* This article first appeared in Catalogues Today magazine, 2005.
Anna Hinds is a UK-based freelance copywriter, specialising in copy for websites, catalogues and emails. Find out more at her website,