"Netiquette, or net etiquette, comprises the courteous guidelines for communicating on-line via the Internet..." Dana May Casperson: Power Etiquette

The Internet has become a way of life in the business world.  E-mail is fast, efficient and allows people to stay in touch easily. For example, people on the road can stay in contact with their office and clients even when they are gone for extended periods of time.  As we move into the new century, e-mail and the use of the World Wide Web for business purposes will increase beyond our wildest imagination.  The Forrester Research Group has indicated that "by the year 2005 users will be sending more than 5 billion personal messages a day."

There are many reasons for use of the Internet.  It is low cost.  You can reach many people simultaneously.  It is quick and easy.  It allows us to stay in touch with people more frequently. We can use it 24 hours a day anyplace in the world. It is efficient.  As professionals however, we need guidelines for electronic communication. What offends one person may be alright with someone else.  I recently surveyed 30 professionals to establish their preferences and dislikes regarding e-mail.  Their answers were diverse and covered a wide variety of concerns.  The following, however, were points they all agreed on when receiving or sending e-mail.

Avoid spamming. 
Most people want to receive a message that is specific to them.  If people do not recognize the e-mail address, or the subject does not give them a clue as to the topic, frequently the correspondence is deleted.  Most people hate junk mail, so if you are trying to obtain business through the use of e-mail, make sure it benefits the receiver.

Avoid the use of attached files. 
People are fearful of viruses.  Frequently the receiver will delete the item without even opening it.  If you want your information read, it is best to include it in the text of your e-mail.

When forwarding a message, clean it up.  
There is nothing more frustrating than receiving a three-page message with a paragraph of information.  A message that has been forwarded several times, may have as many as 100 addresses, and each line is prefaced with several greater-than symbols.  It is tacky, difficult to read, and a real time waster.

Respond within 24 hours. 
If the e-mail is a request for more information, a response to something you've asked for or a business update, respond within 24 hours.  People are demanding responses immediately. Letting a message go unanswered for longer then 24 hours may mean you loose the client or the sale. 

Try not to use caps or colored pages. 
It is difficult to individualize e-mails.  They are to be plain, simple and for the most part in a standard font.  Yes, the look can be boring.  In order to liven them up, some people have begun to use all capital letters for the message text or use a variety of colored backgrounds. Depending on the font and the color selected, it can make the e-mail difficult to read.

Proof read your document before sending. 
Even though e-mail is casual, unlike a formal business letter, your business image is still on the line.  Double check for spelling errors, punctuation mistakes, and appropriate use of grammar. 

Use the auto response when you are unable to respond. 
Several e-mail systems have an auto-response system.  When the system receives an e-mail it automatically responds and indicates that you are on vacation, out of town or off ill and will be unable to respond until a certain date.  This lets your clients know you are not avoiding them or being a flake.

Use subject lines that are descriptive. 
Received Your Order and It's On The Way is far more interesting and descriptive then just the word Order.  Make the subject title one the recipient will want to open and read.

Be succinct, direct and to the point. 
This is a fast paced world.  People want information in nibbles and bites that are easy and quick to digest.  Bullet statements or points are always easy to read and make your point promptly.

Use an index.
If you're forwarding a business newsletter and it is longer than one page, consider using an index at the beginning of the document.  This allows the reader to scan and quickly find the information they are particularly interested in.

Make it easy to reach you. 
Much like the address and phone number on business stationary, it is helpful to include a signature on your e-mail.  This would include your name, company name, address, phone number and possibly a 12-15 word tag-line that indicates what you do.  An example would be:

Harry Plumber
1556 Faucet  Lane
Waterville, CA 99999
(555)H20-LEAK
Resolving your plumbing challenges 24 hours a day.

Include a web-site link. 
If you have a web site, or want to encourage people to visit a specific site, be sure to include the appropriate input so it is only a mouse click away. 

Be careful when your audience may be international. 
If you are conducting business via the Internet with an international audience, be sure you are fully aware of their customs and beliefs. American attempts at humor or sarcasm may be viewed as inappropriate and even offensive depending on the country. 

Only use graphics when you must. 
Graphics can lend support to business correspondence when you are trying to explain a concept.  They do take time however to download.  If the graphics do not support the information you are forwarding, then do not use them.

Include portions of the original e-mail. 
It is difficult to remember sometimes the question you asked when you receive a one-word response such as Yes or No with no explanation.  Be sure to include portions of the original question or correspondence when referring to it in your reply.  

E-mail is here to stay.  It is an effective tool that saves time and money, and it allows us to be in almost constant contact with our customers and  offices.  If used properly, it can provide a positive image of you and your organization.  When used inappropriately, it can offend potential clients and earn you a reputation you may not want.  Dress your e-mail for success to thrive in the new century.

©2000 Eileen O. Brownell, Chico, CA. All Rights Reserved.

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