1. E-Mail Messages, Web Writing, and Technology
Module Thirteen
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
LO 13-1 Apply strategies for message organization. LO 13-2 Create subject lines for messages. LO 13-3 Apply strategies for message style and content. LO 13-4 Apply strategies for time management with and other tasks.
LO 13-1 Apply strategies for message organization.
LO 13-2 Create subject lines for messages.
LO 13-3 Apply strategies for message style and content.
LO 13-4 Apply strategies for time management with and other tasks.

3. Learning Objectives
LO 13-5 Identify rules for “netiquette.” LO 13-6 Apply strategies for attachment use. LO 13-7 Apply strategies for writing on the web. LO 13-8 Recognize other technologies for the web.
LO 13-5 Identify rules for “netiquette.”
LO 13-6 Apply strategies for attachment use.
LO 13-7 Apply strategies for writing on the web.
LO 13-8 Recognize other technologies for the web.

4. When Writing E-Mail, Remember
All principles of good business writing still apply with .
While feels like talking, pay attention to spelling and grammar.
Reread and proofread your messages.
should interest the readers in the subject line and first paragraph.
Though standards continue to evolve, good business writing principles still apply. In particular, treat s as seriously as you would any paper message. Use standard edited English, and avoid a flippant or playful tone.

5. A Basic E-Mail Message in Eudora (direct request)
Even though the screen has a “To” line (as do memos), some writers still use an informal salutation, as in Figure The writer in Figure 13.1 ends the message with a signature block. You can store a signature block in the program and set the program to insert the signature block automatically.

6. An E-Mail Message with an Attachment (direct request)
In contrast, the writer in Figure 13.2 omits both the salutation and his name.

7. What kinds of subject lines should I use for e-mail messages?
Be specific, concise, and catchy.
Give good news in positive messages.
subject lines are vital, especially in this age of deleting spam messages and those suspected of having viruses. Write clear, specific subject lines to catch your reader’s attention.

8. What kinds of subject lines should I use for e-mail messages?
Give negative news when it’s serious, the reader needs the information to act, or you report your own errors.
Make the request clear in persuasive messages.

9. Allocating Time in Writing a Simple E-Mail Response (Your time may vary.)
Figure 13.4 shows how a writer might allocate time in responding to a simple request

10. Allocating Time in Writing a Persuasive E-Mail Message (Your time may vary.)
Figure 13.5 lists the activities needed for a more complex message.

11. Should I write e-mail messages the same way I write paper messages?
Don’t “Flame” your audience.
Don’t compose messages when you’re angry or upset.
Remember that messages, like any documents, can become documents in lawsuits.
communities develop their own norms, but some basic guidelines like those here apply. In particular, avoid writing messages while you’re angry or otherwise strongly emotional. Remember, once sent, messages become a matter of record. If you have a conflict with someone, a face-to-face meeting may be more appropriate.

12. Writing Persuasive E-Mail Messages
In the body of the message, give people all the information they need to act.
At the end of the message, ask for the action you want.
• In the body of the message, give people all the information they need to act.
• At the end of the message, ask for the action you want. Make the action as easy as possible, and specify when you need a response. You may want an immediate response now

13. Managing Time
Managing your incoming is an essential skill for every office worker
Create folders, mailboxes, and filters.
Move items out of your inbox.
Delete messages after you act on them.
John Morkes and Jakob Nielsen suggest these steps to produce text that is “scannable” by visitors to your Web page.

14. Managing Time
If you need to save messages, move them to folders on a specific topic or project.
Create a “delete in 30 days” folder for items you’ll need briefly.
Purge files periodically—at least once a month. (Once a week is better.)
Many workers benefit from managing all their activities (not just their ) more efficiently.

15. What e-mail “netiquette” rules should I follow?
Never send angry messages by .
Use full caps only to emphasize a single word or two.
Send people only messages they need.
• Never send angry messages by . If you have a conflict with someone, work it out face-to-face, not electronically.
• Use full caps only to emphasize a single word or two. Putting the whole message in caps is considered as rude as shouting.
• Send people only messages they need. Send copies to your boss or CEO only if he or she has asked you to.

16. What e-mail “netiquette” rules should I follow?
Find out how your recipient’s system works and adapt your messages to it.
When you respond to a message, include only the part of the original message that is essential so that the reader understands your posting.
When you compose a message in your word processor and call it up in , use short line lengths
• Find out how your recipient’s system works and adapt your messages to it. Most people would rather get a separate short message on each of several topics, so that the messages can be stored in different mailboxes. When you respond to a message, include only the part of the original message that is essential so that the reader understands your posting. Delete the rest. If the quoted material is long, put your response first, then the original material.
• When you compose a message in your word processor and call it up in , use short line lengths (set the right margin at 2.5” or 3”).

17. How and when should I use attachments?
A long text document.
A text document with extensive formatting.
A nontext file
Any text document can be copied and pasted into the body of your message. Sending attachments makes the most sense when you send
• A long text document.
• A text document with extensive formatting.
• A nontext file (e.g., PowerPoint slides, html file, spreadsheet).

18. What style should I use when writing for the web?
Business writing basics apply
Be clear, concise, and complete.
In general, keep the style simple and conversational.
Expectations for writing for the Web continue to develop as the Internet evolves. In general, use business writing basics, such as being clear, concise, and complete. Use a simple, conversational tone, as well as short sentences and paragraphs. Where possible, work with designers while composing, and test your design with potential readers before it’s published.

19. What style should I use when writing for the web?
To create “scannable text”
Highlight key words.
Use meaningful subheadings.
Include bulleted lists.
Use one idea per paragraph.
Use “inverted pyramid” organization.
Use half the word count of a printed page.
Avoid “marketese.”
John Morkes and Jakob Nielsen suggest these steps to produce text that is “scannable” by visitors to your Web page.

20. Can I use blogging on the job?
Blogs can be used for business.
Company may own the space.
Stay professional.
Avoid deeply personal information or unflattering opinions about the company or its employees.
Blogging is an increasingly popular way for businesses to get messages on the Web. Remember, though, that business blogging is different than personal blogging. Avoid deeply personal information or unflattering opinions about your company or its employees.

21. Can I use blogging on the job?
Popular blog sites are blogger.com and businessblogconsulting.com

22. Can I use blogging on the job?
Identify your audience.
Decide where your blog should live.
Start talking.
“Blog roll,” or link to other sites and blogs.
Emphasize words.
Keep it fresh.
Watch traffic closely.
Jeff Wurio suggests steps to create a blog for your business, including identifying your audience, deciding where your blog should live, emphasizing words, keeping it fresh, and watching traffic closely.

23. Can I use social networking tools for business situations?
Keep things professional.
Know who your online friends are, as well as who their friends are.
Read user agreements carefully.
When in doubt, create two pages: one for personal friends and one for business ones.
• Keep things professional. If it’s inappropriate at work, it’s inappropriate online. That includes comments, images, and music. (◀◀ Module 9 for tips on keeping a professional image.)
• Know who your online friends are, as well as who their friends are. Choose your friends wisely, and set your privacy controls accordingly.
• Know that once information is online, it might be possible to retrieve it again in the future, even after you’ve deleted items or the page.
• Read user agreements carefully. A site may, for instance, state that in exchange for letting you post, you agree to let it monitor communication or sell personal information to marketers.
• When in doubt, create two pages: one for personal friends and one for business ones.

24. Can I use social networking tools for business situations?
Though they format information differently, facebook.com and myspace.com both let users create a page with personal information, such as name, photos, and biography. Spoke.com and linkedin.com were designed for traditional business networking purposes. Twitter integrates computers and cell phones for sharing quick messages, or tweets. Snappy blurbs of 140 characters or fewer are the norm, and users can link to friends so that updates are in real time. Youtube.com revolutionized the way people create and access video on the web. Visitors can find everything from amateur skits and home movies to professional training videos, movie trailers, and even some films and television shows.

25. What other technologies use the Internet?
Smartphones continue to evolve quickly in form and function, allowing users to talk, text, , surf the web, take photos and video, and more
Smartphones continue to evolve quickly in form and function, allowing users to talk, text, , surf the web, take photos and video, and more. These capabilities
will continue to grow in number and sophistication, creating more features but also an ongoing learning curve for users.

26. What other technologies use the Internet?
Videoconferencing sites like Skype are making it possible for people in different locations to meet “face-to-face” without ever leaving the office.
Videoconferencing sites like Skype are making it possible for people in different locations to meet “face-to-face” without ever leaving the office. Rising fuel costs and the drive for greater efficiency are making videoconferencing an attractive alternative to travel, but there are limitations.