eMarktingwerx http://emarketingwerx.com Mon, 23 Nov 2015 16:13:45 +0000 en-US hourly 1 https://wordpress.org/?v=4.4.11 Is the Apple Watch a Game Changer for Email? #Applewatch http://emarketingwerx.com/is-the-apple-watch-a-game-changer-for-email-applewatch/ Wed, 27 May 2015 23:16:12 +0000 http://emarketingwerx.com/?p=740
Apple watch in all its glory

Apple watch in all its glory

by Christopher Barnes

I have had my new fangled Apple watch for a week now, after pre-ordering it back on April 10th at just a minute passed midnight. Will this “shiny new toy” become a game changer for those of us who rely on email to stay engaged with our customers? Let’s explore.

Things have moved rather quickly in the internet space – as we all know too well. It was only a few years ago that we were creating and delivering email for the subscriber desktop experience. Today this has changed with better than 50% of most recipients receiving email on some type of mobile device. We have gone from creating multiple email versions to designing for the third screen or “Mobile” with responsive design and/or scaleable design. 1-click/2-“click to buy” from companies like Amazon and software companies like @pay are enhancing the convenience of seeing and then acting on messaging on our smart phones. Single column creative, links to video content, dynamic content/links and minimalism is in. After all we don’t read email, we scan.

The jury is out as to whether this new wearables segment will become the preferred way for consumers to interact with their emails. Both the Pebble watch and Moto360 by Motorola use is growing but it is still a small segment of the market. Apple is estimated to have pre-sold over 1.3MM watches and they could sell into main stream by next year close to 20MM watches according to USAToday. If that happens, marketers will definitely need to start looking at email differently. Actual use by the consumer will determine whether on not this is a game changer.

The 42mn size feels and fits just great on large wrists!

the 42mn size feels and fits just great on large wrists!

On my Apple Watch (1.0 OS) weblinks and phone numbers are disabled in both email as well as text. Html is not displayed – just a text version if you created and sent the email in MIME format. Goodbye to html showing up in all mobile devices by default. That could change however with future renditions on the Applewatch OS. I guess we will have to stay tuned. Strategies for optimizing plain text will have a big comeback if the interest in these wearables skyrockets-a great opportunity for marketers to innovate.
FullSizeRender (10)

A few weeks ago, Litmus’ Justine Jordan shared her insights in a blog post on how the Apple Watch handles html. When Apple Watch detects remote or linked images in an email, the plain text version is displayed—but after a advisory message in blue: “This message contains elements Apple Watch can’t display. You can read a text version below.” If a message was not sent in multi-part MIME, or the plain text is absent, another message displays: “The full version of this message isn’t available on Apple Watch. But you can read it on your iPhone.”

Open tracking uses on a 1×1 tracking image loading in the subscriber’s inbox. Since most emails on the Watch default to plain text, open tracking pixels are not displayed or loaded. Marketers will need to get creative with alternative metrics to measure campaign success – or other types of interaction.

The Apple Watch demands a shift in mindset in the email community. Let’s face it the Apple Watch is a personal device that favors personal messaging. Options to engage with your customers via the Apple Watch seem limited. Perhaps geo-fencing and beacon location technology (for businesses with a physical location) will be where the quick wins will be seen.

At the very least, as marketers we should work to create a meaningful plain text versions for each message we send out —a big plus for accessibility and deliverability. Let’s see how the consumers respond and be ready for the next OS rendition for the Apple Watch.

The excitement still has not worn off - cool!

The excitement still has not worn off – cool!

Holiday Newsletter 2014 http://emarketingwerx.com/holiday-newsletter-2014/ Wed, 17 Dec 2014 21:14:16 +0000 http://emarketingwerx.com/?p=734 eMarketingwerx-Holiday-Newsletter-2014

Helpful Thoughts and Recent Musings… http://emarketingwerx.com/helpful-thoughts-recent-musings/ Wed, 17 Dec 2014 20:06:42 +0000 http://emarketingwerx.com/?p=722 Remember, it’s less costly to reactivate than get a new subscriber. This email stands out from so many of the “we want you back” r emails by its approach to getting to the bottom of your disinterest. Nice job Home Simple!

An Email Aha Moment after the Holiday Storm:
Give your customers a reason to buy again in January: When they buy during the holidays, include in your confirmation email a coupon that can be redeemed in post holiday. In mid January, send a reminder email to those who have not redeemed their coupon.
—The more you know… Thanks to Scott Hardigree of Email Industies

About one third of all shoppers will complete their Christmas shopping 10 days before Christmas – relevant email = influence = $$$

Keys to the Castle:
Relevant, personalized content to every subscriber based on their past behavior, present location and/or buying behavior – That’s Dynamic Content.
Dynamic content is also referred to as SMART or ADAPTIVE content because of its ability to change the content determined by the rules and the dynamic tags you insert in your email code.

Powerful insights from one of the partners we use – Emailmonks!

It’s never too late to get started on mapping your customer’s journey and start placing actionable email messaging to build relationship…just sayin….

Shared versus Private IP:
Email deliverability is affected by IP reputation which makes the decision to use a shared or dedicated IP address, key. A variety of factors that change with every business must be well considered – email sending volume, sender reputation, list hygiene, transactional versus manual sends, etc. – all play a role in the IP address decision for your business. What’s on your consideration list?

Applying automation to SOME of your email marketing efforts DOES make sense…just count the cost – great insight from this morning’s Adestra webinar.

Email Myth: The Bigger the list, the better the revenue – not necessarily so!
Although companies can still obtain a ROI through spray-and-pray techniques, emailing smaller, more segmented, personalized lists generate more revenue. Batch-and-blast emails often produce less engagement and result in less deliverability. FOOD FOR THOUGHT.

Get Ready for your Holiday Email Programs http://emarketingwerx.com/get-ready-holiday-email-programs/ Wed, 15 Oct 2014 21:51:44 +0000 http://emarketingwerx.com/?p=714 http://email.emarketingwerx.com/q/1m6pyCfhBHXUOpQIhiKC/wv

Canada New Can Spam Law Coming in July http://emarketingwerx.com/canada-new-can-spam-law-coming-july/ Wed, 02 Apr 2014 17:17:47 +0000 http://emarketingwerx.com/?p=707 Email Laws are changing…especially if you are mailing to Canadian contacts. Are you ready? –(CASL) was drafted to keep unsolicited electronic messages out of Canadians’ inboxes. The law imposes significant restrictions on the sending of unsolicited commercial electronic messages or CEM’s. In effect: July 1st 2014 Check out this PDF from ET ( one of the ESP’s we resell). A good read! http://lnkd.in/b53K4cE

2014 – Mastering Your Email Program – Quick Bites #2 – Marketing Automation http://emarketingwerx.com/2014-mastering-email-program-quick-bites-2-marketing-automation/ Thu, 13 Feb 2014 19:31:25 +0000 http://emarketingwerx.com/?p=699 Marketing automation is a two edged sword these days – do not fall on the sword. Unbridled and without foresight marketing automation just creates automated spam.

Marketing automation is governed by two primary inputs: data and predictive/cause-based workflows. Crap data delivers crap automation. You know the old adage GIGO – garbage in = garbage out.

Just this last holiday season I used Harry and David to send out their wonderful holiday treats to a group of clients. I spent a fair bit of money. After placing my order, I continued to receive numerous emails with other discounts to order for the holidays. I thought they might follow a best practice regarding data cleansing and flagging records that had culminated in an order – I think not. Instead I just felt neglected and not appreciated.

Why not – ask me for a testimonial, or reference my last order and suggest additional items for last minute gifts. Here’s an idea: flag my record in your database that I bought and take me out of the stream of “gotta purchase now” emails. It’s not that hard to do these days.

Poor predictions without reference to current behavior will produce poor automation.

It is easy to assume a customer/prospect journey will broadly follow a linear path – however you cannot ignore short-run variance – if you have access the data.

Example – a person signs up on your website, you send them a welcome email. And then a week after, you send them out another email. If someone clicks on link A, you send them something else. And if they click on link B, something else. If you have access to clickstream or POS data, incorporate those feeds into your program workflows.

In my experience, people rarely test these things out. For example:

1) automated vs. manual

2) timing of email waves

Take the time to add an element of testing, benchmarking and optimizing so all your hard effort setting up those worlflows actually works and contributes to a positive customer experience and optimum revenue for your company.

2014 – Your Email Program – Quick Bytes http://emarketingwerx.com/2014-email-program-quick-bytes/ Wed, 15 Jan 2014 19:01:09 +0000 http://emarketingwerx.com/?p=684 Keep email subject lines short and concise to get your emails opened.

Adestra, a British company’s subject line analysis of 2.2 billion emails showed that subjects with less than 10 characters had almost 60 percent higher open rate. Stick to the rule of going longer for clickthroughs and shorter options for openings, but just keep out of the dead zone (greater than 70 characters)

Start now and test – most ESPs have an easy way to do simple A/B subject line testing.

Mobile is now your friend. Over 51% of emails are opened on mobile devices.

I know your email looks great with two or more columns, but on a mobile phone that kind of design can be hard read. According to Blue Hornet if your customer cannot read your email easily on your mobile device they might just delete it and unsubscribe.

Convert emails to a one-column format and increase the font for better viewing on a limited space. Use responsive or scalable design.

The 24/7 World: Emails are not just sent and opened during company business hours of 9am – 5pm.

Your customer is not necessarily going to open emails sent during regular business hours. Let’s face it they have a full inbox with a lot of unread emails.

Experian Marketing found that 8 p.m. to midnight was a better range for deployment. Emails had higher opens, clicks and revenue.




http://socialmediato day.com/drewbeechler/2010381/mobile-email-and-market-share-trends-and-stats-2014

Email: Should you use an email disclaimer? http://emarketingwerx.com/email-should-you-use-an-email-disclaimer/ Thu, 18 Oct 2012 20:24:26 +0000 http://www.dialoginteractive.net/?p=596 Not every company uses them, but you may find an email disclaimer either pre-pended or appended to an email. These statements are usually of a legal character but can also be used for marketing purposes.

Here’s an example of an appended email disclaimer:

DISCLAIMER: This message, including any attachments, is intended only for the named addressee(s), and may contain information that is confidential, privileged or otherwise protected from disclosure. If you are not a named addressee or authorized to deliver this message to an intended recipient, you are notified that any dissemination, distribution, copying or other use is strictly prohibited. If you have received this message in error, please notify me immediately, and permanently delete or destroy it and all attachments, copies and printouts. Thank you.

Why do you need a disclaimer?

You might decide to add disclaimers to your emails for legal or for marketing purposes. In this article we are focused on the legal.

If you were to be so unlucky to be sued for the contents of an e-mail, it is not certain whether an email disclaimer will protect you from liability in a court of law. However, it will certainly help your case and in some situations might exempt you from liability. More importantly, it may well prevent the actual occurrence of lawsuits against your company since the mere presence of the statement might deter most persons from seeking legal compensation from your company. Therefore the use of disclaimers is always recommended. There are six legal threats that disclaimers can help protect against:

1. Breach of confidentiality: By including a disclaimer that warns that the content of the email is confidential, you can protect your company against the exposure of confidential information. If the receiver breaches this confidentiality, they could be liable.
2. Accidental breach of confidentiality: If an employee were to receive a confidential email from someone and by accident forward it to the wrong person, the employee, and therefore the company, could be liable. This can easily happen. For instance a wrongly addressed email can be forwarded to a postmaster, who might not be authorized to read the mail. Furthermore, email can easily be intercepted. If you include a statement at the end of your mail that the message is only intended for the addressee, and that if anyone receives the email by mistake they are bound to confidentiality, this could protect you.
3. Transmission of viruses: If an employee sends or forwards an email that contains a virus, your company can be sued for this. Apart from implementing a good virus checker that blocks viruses entering and leaving the company via email, you can also warn in your disclaimer that the email can possibly contain viruses and that the receiver is responsible for checking and deleting viruses.
4. Entering into contracts: Written communication, including email, can be used to form binding legal contracts if the individuals have actual or apparent authority to do so. If you do not wish certain employees to be able to form binding contracts by email, you could include a statement that any form of contract needs to be confirmed by the person’s manager.
5. Negligent misstatement: By law, a person is obliged to take care when giving advice that a third party relies on. If an employee were to give professional advice in an email, the company will be liable for the effect of the advice that the recipient or even third party, reasonably relies upon. A suitable disclaimer could protect your company from this kind of liability.
6. Employer’s liability: Although a company is ultimately responsible for the actions of its employees, including the content of any emails they send, a disclaimer can decrease liability; if a company can show that it has correctly instructed its employees not to send libelous, inappropriate or defamatory statements this could help in disclaiming responsibility if an employee breaches these rules. A company can demonstrate this by including an email disclaimer to that effect, and by implementing an email policy that clearly warns employees against misuse of e-mail.

Please note: There is no disclaimer that can protect against actual libelous or defamatory content. The most a disclaimer can accomplish in this respect is to reduce the responsibility of the company, since it can prove that the company has acted responsibly and done everything in its power to stop employees from committing these offenses.

Email is still the killer app…no really! http://emarketingwerx.com/email-is-still-the-killer-appno-really/ Thu, 26 Jul 2012 00:56:51 +0000 http://www.dialoginteractive.net/?p=543 Marketers worldwide rate email the most successful digital marketing tactic. Can anything kill it?

I’ve always loved email and messaging. It’s my business after all. The power of email is in its simplicity, ubiquity and fluidity. Very few communication tactics bridge the physical and digital web as smoothly as email. Your email address is on your business card, and your signature file. It’s a standard for login web-wide. Email is a key part of any strategy for growth and verification. Heck, even my grandmother has an e-mail address!

Despite all recent messaging innovations, growth of the social ecosystem, and predicted demise of email, it remains just about the perfect one to one communication tool. It’s how most of us communicate today. Period.

Business runs on email. Major users of email like Groupon run their entire business using email, email newsletters drive an incredible amount of commerce for Amazon and many other Etailers. Most major and banks transact business using email as an outbound tool and as a tool for their customers to use. Most businesses couldn’t operate without email as their preferred messaging tactic. In short, email is the enterprise system of record.

Perhaps surprisingly, email serves as the connective tissue for today’s social web. Social networking’s real killer apps are fluid account signup/verification/invitation, and they all run on e-mail. So, too, do the other killer apps of status notifications and media sharing. Today’s social networks are fundamentally changing how we communicate and share, but what is remarkable to me is how these new mediums make basic email more valuable and important, not less. The social web is more social because of email, and Twitter and Facebook couldn’t exist without the connective tissue email provides.

And, while email may be one of the oldest online marketing tactics, it is also one of the top performing. May 2012 data from the CMO Council showed a significant majority of marketers worldwide (67%) rated email the most successful digital marketing tactic. June findings from the Direct Marketing Association (DMA) provided further, granular evidence of success, showing improvement in US email open rates and clickthrough rates (CTR) for both in-house and prospect-intended emails in 2012, as compared to 2010.

For house lists, which the DMA defines as an email list of both past and present customers generated from a company’s own database, the average open rate for 2012 was up 2.6 percentage points over 2010, and the CTR was up 1.1 percentage points over the same time period. Meanwhile, the open rate for prospect lists increased only slightly, but the CTR for these emails nearly doubled in the two-year timeframe, pointing to an increased ability to resonate with prospects once they opened an email.

Advances in marketing automation and data segmentation over the past two years have undoubtedly led to more personalized, relevant email marketing programs, and these gains are reflected in increased engagement rates. However, more personalized forms of email communication do not necessarily result in higher sales: Conversion rates for both house and prospect lists declined slightly from 2010 to 2012.

Q4 2011 findings from email and multichannel marketing services provider Epsilon offers greater insight into which industries and verticals are seeing the highest email performance metrics. Apparel retailers in North America had the highest—and a near-perfect—delivery rate, not surprising considering the deliberateness, and often judiciousness, with which consumers sign up for these emails. However, credit card and banking emails from the financial services industry yielded the highest open rates, likely due to the fact that these emails are often tied to a person’s banking or investment account and contain critical user information.

General retail and CPG emails saw the highest CTRs, which is attributable to such emails containing the coupons and discounts that consumer’s value. CPG emails also saw the highest click-to-open rate, again, likely attributed to the inclusion of coupons and discounts.

Even though email remains the Internet users’ most-common communication medium, most users probably find email frustrating. Between spam, formatting problems, synchronization issues, and trying to manage multiple addresses, even longtime users find managing email a frustrating experience. The naysayers have made numerous attempts to unseat email as the Internet’s killer app — but it’s still here with a seat firmly at the table.

Email owes its popularity to its ubiquitousness and low technical requirements. Although a stunning amount of email traffic these days relies on HTML formatting, embedded images, file attachments, and other enhancements, core email technology hasn’t changed much in three decades. The mechanisms for Internet email were first codified way back in 1982 written by Internet legend Jon Postel. Postel laid out the essential messaging framework for Internet-connected computers (what today we’d call ISPs or service providers) to exchange and forward messages.

This simplicity and longevity means it’s easy to build email support into virtually any Internet-capable device or service. And nine times out of ten the work has already been done. Long-standing, well-tested email clients and systems are already out there just waiting to be plugged in.

The result is that email is essentially the single Internet service available to almost any Internet user, whether they’re connected via a notebook 35,000 feet over Nebraska, noodling on a handheld gaming system at the back of a classroom, trying to ignore their mobile phone during a boring meeting, or waiting for a seat at an Internet cafe in Shanghai — almost everyone has access to email.

Clearly, email remains the killer app…no doubt about it.

Email: Avoid Awkward, Even Libelous Situations http://emarketingwerx.com/email-avoid-awkward-even-libelous-situations/ Tue, 10 Jul 2012 23:15:53 +0000 http://www.dialoginteractive.net/?p=532 Top 10 Email Etiquette Tips

If you’re writing an email or responding to one, either personally or on behalf of your company. If you’re sending it to an individual or to a larger group, it’s vital that you observe certain email etiquette in order that your email is appropriate in every way, and you avoid awkward, even potentially libelous situations.

With that philosophy in mind, please read our ten email etiquette tips.

TIP #1: Be Content Conscious

When writing an email, ask yourself why the content you are about to write should represent you or your company in a different way than alternate forms of communication. As an email it might be shorter form, but tone, grammar and spelling is just as important. Ask yourself:

• To whom are you sending your email?
• What are your objectives for sending the email? What outcomes are you anticipating?
• Is this a transactional or relational message?
• Is anything about your message contentious or controversial – or could it be misconstrued in that way?
• What sort of tone should you take: More friendly? More professional? Both?
• What are the next steps you would like the recipient to take, or that you are planning?

TIP #2: Getting Attached

Are you including any attachments? Sending the wrong files to the wrong people could be more than just embarrassing, it could also create a liability for your company. Double and triple check that you are uploading the right files and ensure they are OK to send to the individuals you have selected.

Bear in mind that some of your recipients will not open attachments from an email. In addition, some recipients will not like, or even be able to receive, content heavy files. So be prepared to use a file storage site and just send those individuals a link. They may find this approach both more secure and more in line with their privacy needs. However, if you are including links within the body of your email, make sure the link destination leads to appropriate content. Not only that, make sure the links are active.

TIP #3: Including Others In Your Emails

Before you release a business email to your selected recipient, you may also need to send the same email to others. There are two primary ways of accomplishing this:

1. The cc function: openly sending the same email to one or more other email addresses at the same time.
2. The bcc function: silently sending the same email to one or more other email addresses others at the same time.

While both of these approaches can be entirely appropriate ways to send your email, they can also be inappropriate and awkward – even problematic.

Know who you need to or want to include. Copying (cc) others in on your email can be dangerous – so ensure including them is appropriate.

“Blind” copying (bcc) others because you don’t want the “known recipients” to have knowledge about who else is receiving the same email can also be dangerous. Be discrete and ensure it is essential to include anyone as a bcc.

TIP #4: Acknowledge Email Receipt

A primary email rule is to respond to incoming emails from known senders in an appropriate and timely manner.

You may be busy when the email hits your inbox, but it’s rude not to at least acknowledge receipt simply by saying “Received your email and will respond later today.” It’s also rude to not respond quickly, after all, email is an almost real-time tool.

TIP #5: Responding To Others Via Email

While you can control the message, the attachments and recipients when sending an email, it is sometimes not as easy when you are simply responding to one, especially if you use the “Reply to All” feature and the sender included others when they originally sent their email to you.

When you click “Reply to All” you are replying to the original sender of the email and any other email address they included in the cc area of their email. That means if you are responding to a message from the sender with verbiage meant only for their eyes, you will also be sending your message to all the other individuals included in the original message. So ask yourself:

• Is the content of your email response a private message from you to the initiator?
• Does your response contain sensitive, even confidential information?
• Perhaps your email is emotionally charged?

All of these scenarios are possible and they could not only damage your internal and external relationships, they could also land you and your company in hot water.

The safe approach is to reply only to the sender and select your own cc’s and bcc’s where necessary. They may be the same individuals as were sent to you, but at least you took control and didn’t just blindly follow the initiator.

TIP #6: The Height Of Bad Manners

There are a number of ways you can send the same email to multiple individuals, and we all want to save time, but you must avoid sharing email addresses openly. Not only is it the height of bad manners, it could also create a liability for your company by exposing contact names and email address to others by listing them all in the To: or cc: field.

There are other ways to send bulk email, of course, but if you have to send a message to multiple individuals in this way, place the email recipient’s addresses in the bcc field and make yourself the “To” email adress. In this way you expose nothing other than your own email address. You do not want the recipients to necessarily a) know who the other people were who also got the email, and b) obtain the email addresses of the other individuals, in the event they want to reuse or worse, misuse, the information themselves.

TIP #7: Read Out Loud

So you’ve been content conscious and made sure attachment and links are correct. You checked the “To, cc and bcc” email recipients. What’s left before hitting the send button? Checking and double-checking the words themselves.

Are you using proper sentence structure? First word capitalized with appropriate punctuation? Are the words spelled correctly…not just the right letters but the right meaning? Check it yourself after the auto spell check. Too many times we rely on the auto spell check but it just “sees” and corrects your words but doesn’t truly understand their meaning.

Are there multiple instances of !!! or ??? This over-use of punctuation can be perceived as rude or condescending in an email. If you use any CAPITAL LETTERS they can be misconstrued as rudely “shouting your message.”

It might sound strange, but make sure you read your email out loud to yourself to ensure the content and tone is what you desire.

TIP #8: Don’t Hit The Send Button Just Yet!

You’ve diligently prepared your email but why send it if it’s not going to get noticed? It’s the time to include the subject line.

First, never send an email without a subject line. A blank subject doesn’t just indicate forgetfulness, there’s a real possibility that it won’t be opened as it may look suspicious to the recipient. In addition, because the content of the subject line is one of the two most important reasons people actually open your email, you would be lessening your chance of someone actually viewing and reading your email if you miss including the subject line.

So what should the subject line look like?

1. From a purely legal point of view, be sure the subject line accurately reflects the content of your message. It’s a CAN-SPAM requirement.
2. If the intended recipient doesn’t know you but you are affiliated with someone they do know, include their name in the subject line, i.e., “Referred to you by John Doe – information about insurance for teenage drivers.”
3. While the subject line should accurately reflect the content of your email, it doesn’t have to be boring, but remember that your subject line can get your email flagged as SPAM. Don’t include promotional words like “FREE” and stay away from using exclamation marks.
4. Keep the subject line brief – 7-10 words, max. In this way most, if not all of your subject line will display in the recipients inbox pane.

TIP #9: You’re Still Not Quite Ready!

While the content displayed in the subject line is one of the reasons your email will get noticed, the other key reason is the From Name and From email address. After all, the recipient is considering that information in order to judge the credibility of the email content.

In addition, if your usual email address has already been “white-listed” by the recipient and you choose to send your email using a different name, it may be automatically sent to their SPAM folder – clearly, not the intent.

So think carefully about the From name and From email address and be sure your name is reflected properly in the From: field. Jane A. Doe (not jane, jane doe or JANE DOE) and your email address is jdoe@ or janedoe@ as opposed to info@ or marketing@. It could be the difference between your carefully prepared message actually being read or not.

TIP #10: One, Last, Important Item.

We’ve talked about etiquette, we’ve talked about liability, and other vital areas to consider in your email communications, however, your email represents you and your company so it’s important remembering that the adage “it’s not what you say, but how you say it” is as pertinent to email as it is to any other form of communication:

1. Write in a tone and manner that reflects the image and supports the stature of your company.
2. Type in complete sentences. To type random phrases or cryptic thoughts is not clear communication.
3. Never assume the intent of an email. If you are not sure — ask so as to avoid unnecessary misunderstandings.
4. Don’t hesitate to say thank you, how are you, or how much we appreciate your help!
5. Keep emails brief and to the point. Save long conversations for a letter or for the telephone.
6. Always end your emails with “Thank you,” “Sincerely,” “Best regards” – something!

The bottom line is that beyond good grammar, punctuation and writing style, the content of an email, like any other form of communication, can be misconstrued, so if you’re in doubt show it to someone else before sending and get their opinion. If it’s an important business communication and if you’re unsure, check with your boss or a trusted colleague before hitting the SEND button in order to avoid awkward, even libelous situations.