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Using email effectively - is there a right way to write?

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In today's international sports world, email has been widely adopted as one of the main forms of communication, and rightly so. It has improved communication in many respects: it is fast, efficient, cheap and helps organisations break the barriers of distance from one part of the world to another. Email facilitates communication between National Sports Federations worldwide, as well as within headquarter and administrative offices of sports organisations.

Emails are not only used for chatting or sending out data, but they are also being used to relay complex information and instructions. However, mixed together with an increased load of emails to read, time pressures and language differences, new issues have transpired. Concerns about effectiveness are brought to light because a poorly written, unclear email or one with an inappropriate tone can often cost a manager or staff time, persuasiveness and credibility. One misunderstanding or confusing email generates several replies asking for clarification, and as a result, more time is spent on trying to figure out the information than on actually doing work.

So, as an industry which regularly relies on email to communicate with its members and entities around the world, what lessons can sports organisations learn about effective email communication? Is there a right way to write? Well, according to Harvard Business School Publishing's 'Guide to Better Business Writing', there are better ways to approach email in terms of content, timing and style.

Content - what do you say?

Before writing an email, ask yourself if email is the most efficient channel for sending the content you wish to send. Will your email be confined to concrete requests, queries or responses in a clear and understandable manner? Does your email have a purpose? Email is useful for these daily details of work, but when it comes to messages which need to make a greater impact or are too complex to explain, such as a sponsorship proposal or correspondence to government authorities, a written letter on nice stationary, a phone call or sending the information attached as a report or memo may suit the needs of the communication more effectively.

The 'copy' function on email is a great tool, however only copy those who need to be informed, such as those on the same project or of whom you would like a response. As many people are inundated with 50 - 100 emails a day, being copied on every single email that may not affect them directly can switch from being a really useful tool to an annoyance.

Finally, and most importantly, avoid sending an email containing content that can be used against you, such as emails including innuendos or rumors about real people or other organisations you are dealing with. We can all remember the infamous Enron case where incriminating emails were resurrected and brought to the courtroom. Leave the gossip, inside information or networking for the lunch breaks because emails are retrievable, they do take the form of a legal document and may come back to haunt you.

Timing - when do you say something?

A second aspect about email is to know when email should be employed, and when it should not. Do not use email as a substitute for a face-to-face meeting. A meeting in person or over the phone will allow each person to thoroughly express their side and allow for immediate explanation, which can result in a quicker resolution of the issue. As this holds true for communication within a sports organisation in the same location, dealing with people or members outside the immediate vicinity may call for email as the best means for communication.

When using email to resolve a conflict, however, it must be done carefully as misunderstandings do arise. An effort to resolve a risky solution may end up doing more harm than good as personal "cues" such as body language, facial gestures and tone are absent in emails, so what you write might not look like what the reader sees. Sports organisations constantly work amongst different cultures, so remember to take care, as how you say it is just as important as what you say. Furthermore, an ongoing exchange of emails between people very seldom resolves a conflict between them, but it can very often create one!

Style - how do you say it?

The reality of both the business and sports world is that people are content-driven, in search of solutions and time pressed. If email is the chosen channel for communication, use reader-oriented judgment to decide the right level of detail. To the content-driven readers, good, clear and concise language offers a service to the reader without calling attention to itself. Too many details, undefined jargon or acronyms, or too many complex phrases may distract the reader; therefore decrease the effectiveness and comprehension of the email.

One of the most important points is to match the right tone to the occasion and audience. This involves setting the right level of formality - how formal or informal do you want to be, and energy level - how much strength or assertiveness do you want to have. Moreover, your recipient may have difficulty telling if you are happy or sad, serious or kidding, frustrated or elated. Sarcasm is particularly dangerous to use in email. If possible, have a colleague test read your email to see what kind of reaction they have.

Let's get emailing right before it gets even more complicated

Even though the world has gotten more efficient at using email as a main form of communication, there still are a large number of people who suffer from mishaps and misunderstandings because of not being able to adjust their writing styles to this medium. Understanding the right way to write is essential to email effectiveness for international organisations, so let's get this right before moving on to the next phase of instant messaging, online chats or other ways of on-line communication that we haven't even heard of yet.

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