| What Readers Want to Know |
As people sift through the pile of emails they receive daily and decide which ones are worth reading, they wonder...
- Why did I receive this?
- How does it apply to me?
- Do I have to do anything? (If so, what and by when?)
- What's in it for me if I read it?
- What happens if I don't read it?
The Radicati Group, a technology market research firm, reported that 294 billion email messages were sent every day in 2010, and 90 percent of those emails were spam. Now, two years later, we can only guess how those numbers have increased. We may think the majority of those messages are landing in our inbox every day. Our readers probably think so too. If you want your target audiences to read your emails, anticipate their five questions. The italicized text below will guide you in writing emails with your readers' questions in mind.
- Why did I receive this?
(Who is your primary audience: experts, executives, technicians, or generalists? Who else might read the message? Tailor the content, level of detail, and tone to the target audience.) - How does it apply to me?
(What are their needs, interests, and objectives? Is it relevant to their work and goals?) - Do I have to do anything?
(Do they have to take action, make a decision, provide information, or respond to a request? If so, specify the action, give a specific deadline, and explain the reason for the deadline.)
- What's in it for me to read it?
(Will the readers save time or money, make money, learn something of value to them, or feel reassured?) - What happens if I don't read it?
(Will the readers lose money, violate a regulation or policy, miss an important meeting, or not follow a new procedure?)
As you organize the content of your message, put the most important points at the beginning to capture readers' interest followed by supporting details in descending order of importance. By doing so, you will answer readers' questions immediately, ensuring the message accomplishes your objective.
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Find the Error
Where is the error in the following? (The answer is at the bottom of the page.)
In addition to recruiting candidates for the marketing manager position, Ms. Gladstone also interviews every applicant.
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Did you know. . .
You can find our archived newsletters at www.ima-associates.com?
Look if you missed or want to review any of them, and please continue sharing them with your colleagues, friends, and family members.
Ilana
Answer to Find the Error:
When you begin a sentence with a connector (In Addition to), do not introduce another later in the sentence (also):
"In addition to recruiting candidates for the marketing manager position, Ms. Gladstone interviews every applicant."
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Ilana G. Traverse, Principal
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