In the ever-changing world of technology, electronic gadgets areeverywhere. Cell phones, faxes and other paraphernalia are constantreminders that our wired society is connected 24/7. All thistechnology has implications for how well agencies communicate withtheir clients.

A recent UCLA study indicated that up to 93% of communicationeffectiveness is determined by nonverbal cues. Another study foundthat 7% of the verbal communication's effectiveness comes from thewords chosen, 38% from voice quality and 55% from nonverbalfactors. Such factors are limited or nonexistent in electroniccommunications, however, so it's essential that every agencyestablish guidelines for communicating by e-mail, fax and voicemail.
E-mail etiquette
Considering that the business and personal use of e-mail continuesto rise, it's essential that every agency considers ways tomaximize its bene-fits and effectiveness. Another reason to takee-mail etiquette seriously is that e-mail carries the weight ofwritten correspondence and can result in legal action against anagency. E-mail etiquette is also important because people tend tointeract with the printed word as if it has a personality. Thismeans e-mail can create a positive or a negative impression, basedon how the recipient responds.
The following guidelines will improve the quality of your e-mailcommunication:
Keep e-mail messages short and focused.Most people are in a hurry, and if any kind of communication is toolong, it may not be read or remembered. A long message is likely tobe ignored. This is particularly true given the growing number ofpeople who receive electronic communication on smart phones andPDAs.
Do not use all capital letters. USING ALLCAPS MAKES IT LOOK AS IF YOU'RE SHOUTING! IT'S ALSO MORE DIFFICULTTO READ.
Don't write anything you wouldn't say inpublic. Recipients can always forward an e-mail toothers. Divulging personal or confidential information can leaveyou in an embarrassing position. If you don't want to sharesomething you write, use a telephone.
Check spelling. Each work station'sautomatic spell-checker should always be turned on. Run thespell-check, then have someone proofread the e-mail. The creator ofthe e-mail can do the proofing, but it's more effective to havesomeone else do it.
Remember, e-mail isn't private. Anemployee can be fired for using e-mail inappropriately. E-mail isconsidered company property and can be retrieved, examined and usedin court. Never put anything in an e-mail message you wouldn't wantread aloud to others–or in court. Current privacy laws also requireorganizations to protect the non-public information of theirprospects and clients. Sending information such as Social Securitynumbers and dates of birth can violate a person's privacy if youre-mail system is not secure.
Another consideration for effective e-mail etiquette is the properuse of subject lines. Whether e-mail is used to communicate withexisting customers or as part of a marketing campaign, awell-written subject line can increase the “open rate” as well asthe “click-through.” Make sure the subject line provides acompelling reason for the reader to open and read the e-mail. Hereare some helpful guidelines:
o One size does not fit all. To create apersonal connection, avoid using the same subject line over andover. Use the person's name, and include information tailored tothe interests and needs of the recipient.
o Personalize your subject line.Depending on the relationship you have with your client, includinghis or her first name in the subject line is one way to make youre-mail more personal. You can also take advantage of thecredibility your agency has built with your clients by includingyour agency name in the subject line. If you do add your agency'sname, place it within brackets–e.g., [The Perfect InsuranceAgency].
o Use a consistent style. Readers aremore likely to open an e-mail that looks familiar. After testingand learning what content and style produces the best results,stick with it. You might consider creating a “library” of differentsubject lines for staff use.
o Length of subject line. Most reportsindicate that about 60 characters (not words) is the maximum lengthfor an effective subject line.
Fax etiquette
Even though e-mail has become the primary means of communicatingwritten messages, fax etiquette is just as important. Maintainingthe same standards for faxing as for other types of communicationdemonstrates a high degree of professionalism to your staff andcustomers.
If you fax to a client who always uses a cover sheet and has astandard format and procedure for transmissions, make an effort todo the same. This small gesture can help your clients feel you areon the same professional level they are.
Here's the information to include in a cover sheet:
o The recipient's name, telephone number and fax number.
o Your name, your agency's name, address, telephone number, faxnumber and e-mail address.
o The date and time.
o The total number of pages being transmitted, including coversheet.
o A list of what you are faxing, to ensure the other party receiveseverything you've faxed.
The message should have a clear and concise opening sentence thattells the recipient the nature of the topics discussed and how youwould like them to respond to your message. Here are someadditional pointers for the message's format:
o Use large type–at least 12-point–and leave adequate white spaceto ensure readability.
o Limit the use of dark colors, as they increase transmissiontime.
o Do not use light colors for text, as they may not be dark enoughfor the fax machine to register.
Voice mail etiquette
As with any form of electronic communication, voice mail messagesshould be concise and to the point. Proper voice mail etiquettedemonstrates commitment to excellence and reduces the need fortime-consuming “voice mail tag.”
An all-too-common distraction in most agencies is the familiar redlight on the phone, indicating a new voice mail message. Many CSRsstress at the thought of going to lunch because of the voice mailsawaiting them when they get back. An important element of improvingvoice mail etiquette is creating an effective message that benefitsboth the customer and the agency.
For the past 30 years, we have believed that talking with acustomer on the telephone represented the highest level of servicean agency could provide. Over much of that time, however, thetelephone was pretty much our only means of electroniccommunication. To more effectively use all available types ofcommunication today, use your voice mail message to ask callers tosend their requests via e-mail. As an option, ask them to send youa fax or, as a last resort, to leave a message. Here are a coupleof additional suggestions:
o Update your personal greetingregularly. Many callers feel more comfortable leavinga message when the greeting they hear conveys the status of theperson they called. If you can't record a new message daily, recorda new one every Monday morning, letting callers know your schedulefor the week.
o If possible, let callers know when and how you willreturn their call. It's not necessary to givein-depth information. Something as simple as, “Your call will bereturned within 24 hours” is fine.
Leaving effective voice mail messages
Everyone has felt frustrated at having to listen to the samemessage three or four times just to get a phone number. One way toimprove the effectiveness of a voice mail message you leave is towrite down your phone number as you recite it. Another tip is topause for a breath between each set of numbers. For instance, say:“My number is … 555…500…60…33.” Say the last four numbers in pairs.Grouping the numbers in pairs helps the person writing the numberdo it faster and more accurately. Here are a couple more tips forleaving voice mail messages:
o Your voice mail message should include your phonenumber twice–once at the beginning and again at theend. Speak quickly when leaving a voice mail, butslow down and speak clearly when leaving the contact information.It's very frustrating for a recipient to miss the phone number andhave to replay the voice mail message.
o Do not leave the same message twice.When leaving a second message for a prospect, always change yourmessage to include another great point about why they would want tohave you on their account. Keep changing the content until you getthe results you desire.
Involve everyone in the process
To make sure your agency's internal and external communications areeffective, create standards that apply to everyone onstaff–including owners and producers. Hold two or three staffmeetings to discuss the communications issue, then work together tocreate best practices for your agency. Involve the entireagency–it's a great way to make sure everyone understands theimportance of electronic communications. The meetings also increasethe level of compliance once your new guidelines go intoeffect.
Ted Baker is the president of Advantage Automation Inc., whichfor 17 years has offered agency-consulting services addressing avariety of management and agency-development issues. He also is anauthor and frequent conference speaker. Ted can be reached at[email protected].