Importance of Professional Email in Business Communication
⏱ Reading Time: 7 minutes
Is the use of professional email communication in the very center of your business life? Do you think that email is dead, or just changing? There’s been much turmoil when it comes to e-mail and its use, ever since the rise of instant messaging. In this article, we will explore the importance of e-mail for business purposes and prove that email is not dead. Not only is it still alive, it’s now used as a primary way to communicate in the business world.
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Importance of Professional Email Correspondence
Email channel is still one of the best things on the Internet. Why? First, we should consider some email facts. As Radicati Group (2017) stated, there are over 6.32 billion email accounts. Predicted is that the figure will reach 7.71 billion by 2021 which is a growth of more than 22 percent. People prefer email for business communication because it’s going mobile. It’s easier and they have a feeling they are more flexible with it during the day. The Email Statistics Report 2013-2017 claims that by the end of the year, 1.779 Million people will access email via their mobile device.
“The Mobile Email market has shown strong growth over the past year, a trend that is expect to continue. Anywhere access has become a common feature for all users, who now access their email from several devices, at any time and from any location. The growth of Mobile email use is driven by affordable and advanced mobile devices, which allows users to easily access their email accounts from their mobile devices.” – Email Statistics Report 2013-2017
Email accounts are necessary for users to sign up for social and business networks. The Executive summary of Email Statistics Report (2013-2017) clearly shows the number of email accounts of users, in the business world and in general:
According to statistics, email is still the dominant form of communication in the business world.
“The Mobile Email market has shown strong growth over the past year, a trend that is expect to continue. Anywhere access has become a common feature for all users, who now access their email from several devices, at any time and from any location.” – Executive summary, E-mail Staticstics Report
Email Is Great as a Support Channel
In contrast to popular belief, email is actually a tremendous open platform. It allows new and innovative things can be built, says Alexis C. Madrigal in his article about how email is the best thing on the internet. Consequently, it can’t be killed since it represents a different model from the closed ecosystems we see proliferating across our computers and devices. It’s like a cockroach crawling around the internet, in a positive way. Due to all the changes occurring around it, its overall experience has also been transformed. Email is not dying, it’s now unbound.
Email as the Best Thing on the Internet
Because it developed early in the history of the commercial internet, email is a great support structure for many other things. Moreover, it is still the foundation on which the internet is built on. In the days before Facebook became a true alternative for verifying one’s identity on the web, a valid email address was the main gateway to accessing any online service. For example, if you want to verify a bank account – you needed to do that via email. What about other services, like Amazon or forums? Everything requires a valid email address. It is still the primary communication channel for business and direct social communication on the Internet. So, professional email communication is necessary.
Email is also a digital package-delivery service. The key to its productivity is the ability to attach files to your email message. Can you imagine the internet without the ability to append documents into a conversation? Email is far from the ideal transmission and storage medium, but it’s still the primary channel for business communication. It has also become much smarter and easier to use, retaining ubiquity and interoperability. These things come in handy when you’re trying to write a business e-mail.
There is no need for promoting email as a product. It looks great on phones and renders quickly, which is its biggest asset. Alexis C. Madrigal has a great argument that proves the importance of email as a business channel:
“They are super lightweight, so they download quickly over any kind of connection, and the tools to forward or otherwise deal with them are built expertly and natively into our mobile devices.” – Alex C. Madrigal
7 Questions to Ask Yourself Before Sending an Email
Before sending a professional email, here are a few questions you should ask yourself first:
- Is the message suitable for email?
- What is the purpose of sending this email?
- Do the formality and style of my writing fit the expectations of my audience?
- Have I used correct grammar and punctuation?
- Is the message easy to read?
- Have I highlighted the dates in the text?
- Have I provided enough context for my audience to easily understand the message?
3 Professional Email Best Practices
Powerful subject lines
Avoid subject lines such as hello or hi and instead try to make a subject clear. Those lines are not informative so therefore they don’t give the reader the idea of how important your message is. So, try to be specific if you want to get an answer.
Also, for messages that include meetings, try to put a date into the subject line so people can see immediately when the meeting is happening.
Messages need to be clear and concise so people could easily understand it. So keep your sentences short and to the point. Also, the body of the email should be direct and informative, as it should contain all pertinent information.
As Mind Tools said:
„Messages you send are a reflection of your own professionalism , values, and attention to detail, so a certain level of formality is needed.“
So avoid slang, informal language, inappropriate abbreviations, and jargon. Avoid emoticons with people you don’t know well. You can make your own set of emoticons, but make sure you’ve already talked to those people.
If you want to learn more about emoticons and what benefits can they offer to your business, check our blog post: Emojis in Business Communication.
Then, depending on the situation, close the message with “Regards” or “Yours sincerely”. Also, since face-to-face communication lack in this type of communication, be aware that the wrong choice of words can happen. Punctuation or capitalization can be misinterpreted without visual and auditory cues.
Email Trends in 2019
Before we dive into 2019 trends, let’s remember the one trend from last year that created a big buzz not just in email marketing, but marketing in general. It was GDPR. Respecting personal data has changed email marketing strategies in a matter of time. Because of GDPR, many companies who have obtained email addresses, phone numbers and personal contact details of their users had to restructure their whole policies according to the law.
Picture 2. Email trends
As for trends for this year, personalization is definitely happening. Businesses are now more open and casual. They develop more personal interaction with the audience which you can mostly see in the newsletter emails for example.
Then, mobile responsiveness – because it is well-known that people nowadays spend more time on mobile devices. They need to be mobile-friendly. So make sure your text and call to action buttons are visible, readable and clickable. And don’t forget to test before you send.
Targeting methods. They are always a smart investment. Target strongly and you will gain a huge amount of data that will help you to create better strategies. And those strategies will help you to maximize your email’s reach.
If you love to keep up with trends, read more about it in our other blog post: Top Email Marketing Trends For 2019.
Email is Not Dead
In general, email is mobile-friendly and renders beautifully on devices. There’s a lot of companies that strive to achieve just that. If we look at old email messages, we can see that they are doing this effortlessly. Email is one way forward for a less commercial, less centralized web. The best thing is that it’s still the strongest communication channel in the business world, and it will probably never stop being. In the end, let’s quote two authors and their opinions about email.
“Email is not dead because people want to write to one another, using their email accounts, in more than 140-character bursts.” – Neil Schwartzman, Executive Director, CAUCE
Correspondence by email is the number one way of conveying relevant information in an official and concise manner, as professional business communication requires more than 140 characters.
“Email is not going to disappear. Possibly ever. Until the robots kill us all.” – Paul Buchheit, founder of FriendFeed
Is there a chance that email might disappear? Its format and relevance may change over time, but there can be doubt – there’s no professional communication without it.
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