I know – you’re probably wondering why you’d need to write more convincing e-mail. But take a moment and ponder this:

Most relatively sane people, I think, would acknowledge that e-mail is the business world’s most critical communication tool. We discuss projects, debate policies, exchange ideas and, along the way, try to persuade and agree.

But while e-mail’s fast, it isn’t necessarily efficient or effective.

According to my friend Janna Raye of Strategems: “One conservative estimate says that employees spend, on average, two hours a week just managing e-mail. That’s not just reading and typing, but also thinking what to do with it. In a department that is e-mailing back and forth, everyone is essentially sharing the same information. So in a department of 10, that’s 20 hours spent on the same topic, one of the worst types of redundancy.”

Indeed, we need to reduce those endless "reply to all" messages because, without question, the quality of our writing ultimately affects efficiency, productivity, and profits.

So why do we think it’s okay to blindly type and send e-mail without a specific strategy?

We must adopt an approach for writing e-mail – one in which our writing style conforms to how people react. Why? Because rather than the actual words, good writing – and effective communication – comes from being aware of your intention and objective, and understanding what makes your audience tick. Call it basic psychology.

Human nature won’t change, but we can alter the way we craft e-mail. By modifying your approach, you’ll be more convincing. After all, that’s the point of all this virtual chatting, right?

(Of course, interpersonal skills and one’s ability to communicate also affect the quality of e-mail. I’ll let my psychologist write that article.)

E-mail as Direct Mail

Think of your e-mails as direct marketing: quickly grab attention with a benefit-oriented message, give reasons to continue reading, and motivate the reader to take action.

• Create captivating subject lines that promise important information. Put yourself in the recipient’s chair and ask, “What would pique my curiosity enough to open this right away?”
• When replying to a message, freshen the subject line instead of clicking “Reply To All.” After seeing “Re: Today’s Meeting” 9 times, people tend to dismiss the message, or won’t read it immediately. A new subject line creates curiosity…and interest.
• Begin your message with the most important thought, the idea that solves the problem. Something that makes the reader want to keep on reading. Repeat this thought, and consider putting it on a single line so it stands out.
• Avoid general statements (“Let’s meet next week to talk more”) and instead be as specific as possible (“Let’s meet Tuesday at 4 to discuss our new hiring policy”). Include dates, numbers, figures, a proposed agenda – any data that can speed up a decision.
• If applicable, anticipate potential objections to an opinion/idea/strategy, and provide strong support for your case.
• Break up long thoughts into smaller paragraphs or bullets, which make your ideas easier to read and grasp.
• Be conversational! Sure, maintain your professionalism, but your tone should be as comfortable as a chat on your neighbor’s front porch

Do as Your Mother Said

The more we work with the same people, the more our civility tends to erode. This phenomenon manifests through e-mail: in the beginning we send polite requests, but over time they can seem like demands – intentional or not.

Consider perception. Since reading takes place in our heads, we transplant the sender’s voice for our own, and we often color the text’s meaning with how we feel about him/her. “Please” and “Thanks” are two of the most valuable words in your arsenal, as long as you’re not condescending.

Begin your note with something positive and encouraging, especially if you need to soften a soon-to-come blow: “This report looks great! I love your ideas. Can you work a little late tonight so it’s ready first thing tomorrow morning?”

Lastly, be careful when using all caps and exclamation points. We use all caps to emphasize a particular word, while exclamation points emphasize feelings and emotions. People can misinterpret these, so use them cautiously.

The Joy of Narcissism

Face it – there’s a narcissist in all of us, so be sure to make your messages as personal as possible (and no, putting “Hi James” at the top doesn’t make it personal). Focus on the benefits and how a particular decision or strategy is in the reader’s best interest.

If you’re in sales, avoid template e-mails. You're not fooling anyone -- it's obvious, and you’ll do more harm than good. Put some thought into your message. You might even refer to a past conversation to show that you were listening and paying attention. People appreciate that and tend to respond in kind.

Remember that selling often begins with a smile, so don’t be afraid to let your personality shine through your words. Inject some humor: “I really enjoyed our chat at the event yesterday. I wish I could say the same about the so-called buffet!”

This approach might take a few extra minutes, but ask yourself this: how important is it to sell your product or idea?

Hold That Trigger

Draft important messages in MS Word first, and then cut and paste the text into an e-mail. Then, give them a careful once-over before sending. A few minutes to review can save you weeks or months – even years – of trouble.

If you send before you think, you might endure the vicious cycle of misinterpretation, anger, an uneasy working relationship, long-term inefficiency and plain unhappiness. All because of inappropriate punctuation or an improper choice of words.

I speak from experience. Some years ago, while working at my last “real job”, the VP of Marketing sent me a profanity-laced e-mail about a project that, in his mind, I screwed up. Turns out he was misinformed about my role, and he genuinely apologized. No problem, I said, but our relationship was never the same. Out of embarrassment he avoided me all the time, having his assistant communicate with me instead.

That “Send” button can be tempting. Don’t be trigger-happy; your message just might ricochet and implode your reputation.

Have a Conversation

While some e-mails deserve thoughtful preparation, others are a drain on something we rarely, if ever, think about: attention span.

Attention is important because the more of it we have, the better we can do business – to absorb information, to communicate, to get things done. Problem is, we have a finite amount of attention scrambling to digest a seemingly infinite amount of e-mail.

No, I’m not smart enough to have come up with this notion on my own – the idea came from Thomas H. Davenport and John C. Beck’s fascinating book, The Attention Economy . Their overall message: “Understanding and managing attention is now the single most important determinant of business success.” And that’s another important reason to write clear, more convincing e-mail.

But sometimes, nothing’s more effective than an old-fashioned conversation (remember those?). The intangibles of body language, voice inflection, and eye contact all create a more resonating message than the clearest e-mail. Technology is just a tool; the danger lies in using it just because you can. Often, our inherent technology is a wiser, more productive choice.