Best Business Email Ever Written - Katrina Esco - Ignite Houston 2012 Presentation

The Best Business Email Ever WrittenA life-changing presentation

by Katrina Esco

Katrina [email protected]: @KatrinaME

Ray TomlinsonSexy Beast, Inventor of email

"The first e-mail is completely forgettable, and, therefore, forgotten.”

– Tomlinson to NPR, Nov. 2009


1. Explore why email sucks

2. Demystify how good emails get you what you need

3. Review anatomy of The Best Business Email Ever Written

The Plan



From: Mark <[email protected]>Sent at 11:24 AM (GMT)To: Jim <[email protected]>Subject: MeetingImportance: !

Hi, Jim,

I just wanted to remind you about the meeting we have scheduled next week. Do let me know if you have any questions!

Best wishes,Mark

No help from the sender


…what meeting?


The Score

SENTENCES

QUESTIONS

WANNA ASK, MARK?

SITUATION (STATUS= JANKY)

TOTAL LOSS (IN MINUTES)


Mark =



How do good emails get you what you need?

“I have always believed that writing advertisements is the second most profitable form of writing. The first, of course, is ransom notes…”

-Phil DusenberryAdvertising Hall of Fame Inductee, 2002


Time

Available Resources

Prior knowledge



From: GrandmaSent: Wednesday, January 19, 2011 8:42 AMTo: Mary, Kim, Dianna, Cherry, Terry, Trina, Ashley, Ray, Becky, HOUSTON, EARTH, JUPITERSubject: FW: Visit to the clinic – AMAZING!

ACTUAL Chain letter from Grandma.

Anatomy of the Best Business Email Ever Written



From: Rodney <[email protected]>Sent at 11:24 AM (GMT)To: Whole Office <[email protected]>

Subject: No coffee in the office this morning

Hi, Jim,

I just wanted to remind you about the meeting we have scheduled next week. Do let me know if you have any questions!

Best wishes,Mark

Subject: It’s a spoiler --- not a teaser.


From: Rodney <[email protected]>Sent at 11:24 AM (GMT)To: Whole Office <[email protected]>Subject: No coffee in the office this morning

Yesterday we sent out security updates. Since they’ve gone ignored, I’ve confiscated the coffee pots. There is no coffee this morning.

Please follow the steps below to complete your safety updates. Look at the coworker next to you. Chances are, they’ve completed theirs and suspect this is entirely your fault. I will confirm their suspicion with a list. They will hate you.

Please complete the updates in 20 minutes and reply to this email with a screen shot of the completed notification.

Thanks!Rodney, VP of Network Security(555) 867-5309


Intro: Be brief. Be direct. State your intentions.




Thanks!Rodney, VP of Network Security(555) 867-5309

Body: Explain the next steps.





Reply to this email within 20 minutes with a screen shot of the completed notification, and the coffee pots will be returned.

Thanks!Rodney, VP of Network SecurityPH (555) 867-5309“If I wasn’t rappin baby I would be ridin’ Mercedes!” – Pimp C

Close it: Put your contact info.





Reply to this email within 20 minutes with a screen shot of the completed notification, and the coffee pots will be returned.

Thanks!Rodney, VP of Network SecurityPH (555) 867-5309“If I wasn’t rappin baby I would be ridin’ Mercedes!” – Pimp CUplifting quote? (._.) Optional.

The Signature: Phone number. Please.



We send294 billion per day =

a Sh!t Ton, y’all.

Here comes the big finish…



We will change lives.