Business Email for Webmasters

Business email is now the most common form of business communication. Email is instant, low cost, and has replaced much postal direct mail. In fact, business email is such a flexible communication medium, that almost anyone with a smart phones or Internet connected device can communicate, from anywhere on the planet. So as a small business owner, you should think about how well you and your staff currently exploit business email, and the risks of not adopting a businesslike approach to email management. Spend time planning the practical, legal and commercial issues, when implementing business email in your workplace.

Having a formal written company email policy, helps to minimise liabilities and risks. It encourages staff adhere to the rules and establish good practice tips. In this litigious business age, any inappropriate or offensive emails (sent accidentally or intentionally), may result in legal action by a third-party. Likewise, many commercial disputes, are often resolved by evidence from server logs, detailing 'who said what to who and when'. The policy should describe in detail, the dos and don'ts of how workers use email. To make sure employees fully understand it, you should publish it on your company website, and hand out up-to-date paper copies. The following areas are typically included within an email policy:-

• How to Write an Email - it sounds silly to state the obvious, yet many employees do not perceive email as a formal communications medium. So you should describe using examples, suggested etiquette and protocol, how employees should compose or reply to messages. For instance, each message should be well thought through but succinct. This should include using bullets and white space, and checking for spelling and grammatical errors. The subject heading should be as specific as possible. This gives the recipient an sense it is safe and worth opening. Avoid slang or acronyms, which may be confusing for recipients who may be unfamiliar with jargon or 'chat room speak'.

Adopt a standard and proper signature, with full contact details. This gives the right impression at the end of each message. It is a good practice to include the content of the original post when replying or forwarding a message, so that the recipient can put the discussion into its historical context. This avoids time wasting clarifications. Lastly, most companies require staff use a company approved legal disclaimer at the bottom of each message.

• When Email is Appropriate - your policy should explain what levels of personal use are permitted, and in what circumstances. It is inevitable that employees will want to send the occasional personal email. This should allowed so long as it does not interfere with their day-to-day job. Next, prohibit the practice of copying and blind copying emails to distribution lists of people who do not really need to see it. Sadly, it has become the cultural norm for companies with large teams, to collectively waste time hunched pointless emails. Sometimes, a simple phone call or face-to-face meeting, can be much more productive.

Most companies explicitly state employees are forbidden from sending unsolicited messages. Likewise, employees should be expressly forbidden from sending messages containing certain types of information. Notably you should forbid sending of messages containing confidential information, or that infringes copyright, or may be interpreted as offensive regarding a recipient's race, age, gender, sexual orientation, religious or political beliefs or disability. Lastly, teach your staff about the dangers of email viruses. Insist they should not open or forward any messages, containing attachments from unknown senders.

• Consequences of Misuse - employees should understand that all their email, may be monitored and stored, as evidence regarding any potential misuse. So there is not any misunderstanding during the recruitment process, refer to the email policy in employment contracts. Get each employee to sign to accept that they have read and understand the email policy. In particular, highlight that failure to adhere to the company email policy, may result in the termination of their employment contract.

If you have a company website, is likely your business hosting provider can also provide you with POP3 email access. This means you can use a generic email client, (such as Outlook), to send and receive messages usually. This type of client allows the creation of an appropriate email address, (such as anything@your-website-name.com). For small firms without websites, many choose to use an online free business email service, (such as Gmail or Hotmail). This eliminates thinking about anything technical. The disadvantage though, is that it looks rather amateurish (as the email address is not clearly associated with your company name). POP3 mail (Post Office mail), also allows staff in the field, to login from anywhere, using a browser or device to pick up your business email.

Everybody hates receiving spam email. However, many of us do enjoy receiving quality business email from trusted senders. By creating an opt in newsletter, you can stay in touch with your customers on a regular basis. This can be done at very little cost and with minimal technical expertise. Business email marketing is also a fantastic medium for product announcements. Yet many companies fail to operate a newsletter service at all. Always ask permission to collect email lists of visitors to your website, prospective clients requesting in brochures, and from suppliers and investors.

Lastly, put business email into context... Think about how your staff actually deal with your customers and whether it is more effective to speak with then on the phone, rather than through faceless and impersonal email. In particular, never use email to discuss or resolve sensitive topics, that may involve a persons worries or concerns. Faceless messages can easily be misinterpreted. People might get the wrong end of the stick. Email may be quick, but it should never replace our basic need to speak each other.

Good luck implementing your new business email policy!