by Kate Hall and Bethany Wright
A college exam included this nugget in the opening instructions: “and the answer to question 14 is b.” The professor had concealed this in the middle of the exam instructions to see if students read them carefully (and to reward those who did). While this might be a practical way to gauge whether content was read and absorbed, it also underscores how easy it is to miss important information in a world where we are constantly barraged with emails, phone calls, text messages and app notifications.
We send a dozen or so emails each day and receive even more. Are we really getting our key message across? Probably not. According to a 2019 Survey by SlickText on Workplace Communication, almost 40% of respondents claimed to ignore some or all emails from HR. What are the keys factors that cause an email to be read, or, more importantly, received?
Be Brief
Shorter notes are read, and acted upon, more quickly. According to a 2016 study by Boomerang, emails between 50 and 125 words elicited the highest response rate at around 50%. There was a precipitous drop in response rates for emails over 2,000 words. If possible, keep your emails to a single screen – you are more likely to lose your reader if they have to scroll down. The single screen word count for a phone screen is about 100 words, with 150 being the maximum for an email window on most computer screens.
Don’t belabor a point by adding too many words or statistics. Don’t add a handful of adjectives to every sentence. If you aren’t concise, you may lose your opportunity to communicate anything at all. Most readers don’t have the time or attention span to read paragraph after paragraph of information. If you truly have a lot of information to communicate, include the most critical points in the email and link to FAQs or additional resources for readers to learn more. An email is not the appropriate vehicle for communicating every detail of a new program or process.
Leave room for white space. Skipping lines will make the email appear shorter and create an easier (and more appealing) read. Also, use formatting such as bold, all caps and underline to draw attention to key information like due dates. That way, if the reader is only skimming your email, the most critical information will stand out.
Be Straightforward
Resist the urge to pepper your communication with words that are overly complex, academic, or obscure. As previously reported by Forbes, studies by the U.S. Department of Education show that 54% of adults in the United States have prose literacy below the 6th grade level. Even if your audience is in the 46% minority, simplicity is key to ensuring your message is digestible. This is not where you showcase your Poet Laureate level work. An easy read is a fast read (and thus a more likely read).
Avoid Buzzword Bingo and Jargon Jeopardy – no one wins. A buzzword is a technical or trendy word or phrase used more to sound impressive than impart meaning. Similarly, jargon is obscure, long or otherwise pretentious language. Buzzwords and jargon will only detract from the effectiveness of your communication. The most readable communications are short, clear, and precise.
Stay out of the FOG. L. J. Rittenhouse coined this phrase in her book Investing Between the Lines to describe “fact-deficient, obfuscating generalities.” She posits that buzzwords and “FOG” filled CEO communications serve as a red flag to investors. This fluffy, substance-free writing fills space with empty words reducing visibility to anything material. It can be tempting to hide in the FOG, especially in a negative situation. However, FOG laden communications lack clarity and cause distrust.
Define the Ask
Make the intent of the email clear. One way to do this is by conveying the purpose of the communication in the subject line, e.g., ACTION REQUIRED: Enter Performance Goals by August 1st, IMPORTANT INFORMATION: New Process for Submitting Time-off Requests, or DEADLINE APPROACHING: Tuition Reimbursement Forms Are Due TOMORROW. In addition to standing out in recipients inboxes, it allows readers to quickly determine whether the email is relevant to them.
Consider how to make it easy for the reader to do what you are asking. For example, if you want team members to read up on the new time-off policy, link directly to a summary document or FAQ and let them know where they can find the full policy document, which will likely go unread. Likewise, if you want a manager to enter performance ratings, succinctly list the to-do steps and link directly to the performance management tool.
Your words are valuable. Make sure they are heard by keeping your messages brief and to the point. Your readers will thank you.
Kate Hall is the CEO of Radiant HR Consulting, an Atlanta-based firm dedicated to providing actionable HR guidance grounded in best practices and real-world practicality. Bethany Wright is an associate at Radiant where she focuses on both analytics and communication for clients. Connect with them on LinkedIn or at radianthrconsulting.com
*This article was previously published by HR Morning.