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Our E-mail Addiction - 1

E-mailers need help, not us.

Vol. 4, Issue No. 51 | September 16, 2008 By Denny Hatch
14
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IN THE NEWS

E-mail Addiction: Five Signs You Need Help
Are you addicted to e-mail? Study finds the odds are good you checked your e-mail within the last 15 minutes. Here are five warning signs.
Quick: When's the last time you checked your e-mail? If you're like most Americans, the answer is likely within the last 15 minutes--even if you're not at work. And if you carry a PDA in your pocket, your problem is probably far worse. Some doctors estimate more than 11 million people have e-mail habits that interfere with their lives. Are you one of them? Forming a deep relationship with your inbox can eat away at your real-life relationships--you know, the ones with your friends, kids, or significant other ... those people you used to converse with face-to-face.
--JR Raphael, PC World Blogger, Sept. 10, 2008

I don't have a BlackBerry. But when working in the home office, I'm addicted to e-mail, sometimes checking my inbox every 10 or 15 minutes.

In his PC World blog, JR Raphael implies that I may be a sicko.

The reason I check e-mail so frequently is that if a reader takes the time to write, I want to post the comment right away so this new--and potentially valuable--addition to the story content can be seen by other readers.

Otherwise, I'm ruthless with e-mail. My motto: Scan the inbox and delete. I don't save e-mails, although I do save some of their contents in a WORD filing system. If I'm flying overseas and don't get to my inbox for 24 hours, e-mail builds up, as it does overnight. But I never have more than 30 or 40 e-mails to scroll through, and 90% are instantly deleted without reading them.

If I accidentally delete an important e-mail, the sender didn't spend time on the subject line. If it's really important, it will be resent. If it's really, really important, it will be sent by certified or registered mail (signature required), or by FedEx.

How can a perfect stranger get my attention--persuade me to open an e-mail rather than delete it?

F.Y.I. Regarding E-mail Comments on a Column or Issue
1. Reader comments go to a completely different system outside of my personal e-mail, which I'm allowed to access and act on. I shouldn't miss any. I will post your comment immediately whether it's pro, con or outright angry. The only exceptions: anonymous, duplicate or potentially libelous remarks. All comments are lightly edited by me for spelling or typos. If a comment is too long (more than 1,500 characters), I sometimes run it if it makes sense, or I write the reader and ask them to do some judicious cutting to fit.

2. Every reader who writes receives a personal answer from me. If a comment comes directly to me, I personally reply and sometimes urge the reader to go to www.businesscommonsense.com to paste the letter into the Reader Comments section so it can be shared with others.

The column that's generated the most reader comments so far:
"Should Congress Shut Down eBay?"

Columns that have been most e-mailed by readers to others:
* "Old Media Becoming Vestigial at Warp Speed"
* "Is It Time to Stop Doing Business with China?"
* "The Incompetence of General Ad Agencies"

Takeaway Points to Consider

* All advice and commentary I give should be tested. I'm opinionated and have been known to be wrong.

* "There are two rules and two rules only in direct marketing. Rule No. 1: Test everything. Rule No. 2: See Rule No. 1."
--Malcolm Decker

* If the recipient does not recognize your name or company in the "From" line, that's strike one.

* If the subject line isn't relevant, that's strike two and strike three.

* If the e-mail gets opened because it looks like personal correspondence and turns out to be an HTML mass mailing or not related to the subject line, that's also strikes two and three.

* You have, maybe, three seconds to capture a person's attention once the e-mail is opened.

* Your e-mail is one mouse click away from oblivion.

* If you absolutely, positively must get a document into someone's hands, don't trust e-mail. Use First Class, registered or certified mail with a signature on the delivery slip--or FedEx.

Web Sites Related to Today's Edition

"Breaking an E-mail Addiction"
http://tinyurl.com/56odbm

"E-mail Addictions: Five Signs You Need Help"
http://tinyurl.com/6q7sb3

"E-mail Becomes a Dangerous Distraction"
http://tinyurl.com/5pwxwj

"Mark Cuban: Managing by E-mail"
http://tinyurl.com/5fdtlt
 

Companies Mentioned:
14

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:
Stephen Brooks - Posted on September 23, 2008
Denny, You mentioned that you don't save e-mails, but sometimes save some of their contents in a WORD filing system. If you ever come across e-mails or web pages whose content you may want to bring into or refer to when writing an article then you might find KnowledgeWorkshop a very useful and time-saving application. You can save clippings or the content from e-mails, web pages, files and other documents for fast and easy retrieval (based on keyword or text search). It also has a highlighting tool so that you can highlight the text of interest and add your own annotations without having to print to paper. By enabling you to file e-mails alongside web pages, documents, spreadsheets and tasks it breaks down the walls between the separate applications that create these different things, and makes you more productive. You can get at all the relevant information without having to browse and search in multiple applications. I'll admit that I am involved with the development of KnowledgeWorkshop. We are a very small company and keen to create an awareness of the software, and feel certain that it would be a big help to you and many of your readers who like to hold onto the good things that they find on the Internet. Unlike other software, which only does parts of what KnowledgeWorkshop does, it is FREE for personal/non-professional light use. For further information see: http://www.kworkshop.com
Linda - Posted on September 17, 2008
I received this masterpiece at work today: From: Penelope Spencer Subject: NJBIZ eants you back -see enclosed 10/6 and 10/27 issue info and advise of interest-thanks!! Nothing like trying to woo me back with a typo in the subject line.
Christy Kenyon - Posted on September 17, 2008
Denny - you nailed it. We are DEPENDANT on email. I not only read mine every few seconds, I save them like a squirrel hiding nuts for the winter. You never know when you'll need that note from Joe in Office Management about what to name the Conference Rooms! I think the most interesting aspect of email is how complacent people have become about it. They think it's normal to get all this spam and there's no way to stop it. Smarter email security is available that can do things like evaluate "intent" of the message. That would mean you wouldn't again see "FROM THE DESK OF PROFESSOR CHUKWUMA C. SOLUDO" Businesses in particular need to stand up and say รข??No more wasting my employees' time!"
Wash Phillips - Posted on September 16, 2008
Guilty as charged. Ugh!
Judy Smath - Posted on September 16, 2008
Rebecca... you think you're annoyed receiving direct mail about products you're not interested in because you purchased gift subscriptions for others? Get this... my 17 year old daughter has been receiving upscale home and travel magazines as well as Ranger Rick (for little kids), although neither of us ever paid for any of these subscriptions. I am baffled as to why this is happening and how she's getting them and why she's getting them if we didn't pay for them. Someone's asleep at the wheel somewhere. What's even more troubling is that now she will be on the mailing databases for these magazines and will be sent all sorts of direct mail that doesn't apply to her. What a waste!

Oh, heck. Someone throw me a bone. What does 6-1 equal?
Rebecca Hauptman - Posted on September 16, 2008

You can click on "return receipt" in your email, so you can know the email was opened. This is for those who aren't using a mass mailing program (even then you can tell who opens it and who clicks on it, etc. through analysis). So you CAN confirm that the email is being received (So the liability of something like a change of shipping address won't be your fault).

Judy I laughed at your comment about the arithmetic questions, what a hoot! However, you do also touch on a good point -- your whole marketing program is only as good as its database/list. (just like a chain is only as strong as its weakest link). So no matter how good your mail pieces are, or your email subject line is, it won't work unless you are sending it to the right person.

I get Popular Science, Woodworking, and even Fight! Magazine for my boyfriend. They are in my name since I subscribed for him. But guess what happens? I am now on tons of mailing lists for products I wouldn't even CONSIDER using. What a waste!

That is the biggest thing I am concerned about right now at work... we are spending so much money on direct mail pieces, yet our database is a disaster. I walked into this job knowing direct marketing was our goal, so I have a long way to go to fix the mess here!! Cheers to challenges!
Denny Hatch - Posted on September 16, 2008
To Joan, who asked: "Do you think a Direct Mail envelope is less likely to be opened if it is a window envelope. "And to Dev who asked, "What did you say to Joan about the window envelope? Maybe you should post your answers to questions. . ." Remember the immortal words of freelancer Malcolm Decker. "In direct marketing two rules--and two rules only-exist. Rule #1: Test everything. Rule #2: See Rule #1." To this must be added Ed Mayer's Corollary: "Don't test whispers." Cheers.
William Gohde - Posted on September 16, 2008
I wonder what future sociologists will say about text-messaging and e-mails? Does it really connect or disconnect us from one another? Does it diminish our social skills? Are we actually more isolated? What if we didn't read our e-mail for a whole day? Would we be a lesser person? Would the world stop? Would we be left far behind? Would anyone notice?
Thanks Denny, for provoking thought - via e-mail. (Ah, a benefit!)
Bill Gohde
Judy Smath - Posted on September 16, 2008
Hi Denny,
What you didn't touch on here is the fact that email marketers need to have a better handle on their lists. Judging by the emails you've received those marketers (collectively) think you're cheating on your wife, about to lose your home, you're broke, you have sleep apnea, and are interested in living in a trailer park (makes sense since you appear to be losing your home because you are badly in debt). Oh, and I doubt Mr. Crider received your response because those email blasts are sent out by a third party where the "from" is pre-populated and responses go back to the third party vendor. Unless you received a response to your email from Crider, assume this to be true. I do a lot of email marketing, so I know of which I speak. The other point I'd like to touch on is that these types of marketers who blast out emails randomly without consideration of who they are sending them to are spammers, and they give all of us legitimate email marketers a bad name. By the way, maybe you should get a spam filter for your computer.

P.S Can you make those arithmetic questions needed to post a comment a little easier. I'm not that brite.

Cheers!
Dev.Kinney - Posted on September 16, 2008
What did you say to Joan Borowsky about the window envelop? Maybe you should post your answers to questions.
Tanya - Posted on September 16, 2008
Anything important I send by email and the USPS. You never know when you are going to get filtered out or be marked as spam.

To Joan: I don't open anything that I receive at home with a window, it goes right the garbage. In my business, I have found that using a standard white letter envelope and just addressing with a regular address label (no teasers, nothing) receives the best response rate. I think it peaks the recipients curiosity....
Lawrence Hansen - Posted on September 16, 2008
Right on target, Denny, as usual! My rule for my personal e-mail accounts is simple: if I don't recognize the sender, it goes in the trash. I'm not going to risk opening up a message from an unknown source that unleashes spyware, viruses or heaven-knows-what new invasive malware on my computer.

Oddly enough, a few months ago, I was about to delete one of those messages when I took a chance and opened it. Turned out to be a very helpful personal communication from a fellow writer. So maybe a Sixth Sense is now required for filtering spam from your inbox!
Joan Borowsky - Posted on September 16, 2008
Do you think a Direct Mail envelope is less likely to be opened if it is a window envelope.
asher b abelow - Posted on September 16, 2008
Last yar, a supplier sent me an email that I never received , with a change of shipping instructions. Result- several thousand dollarsin added costs, acrimony and a lost account. Lesson: the sender is liable for the delivery of their message-not the recipient. If the message is that important-ask for a receipt.
Click here to view archived comments...
Archived Comments:
Stephen Brooks - Posted on September 23, 2008
Denny, You mentioned that you don't save e-mails, but sometimes save some of their contents in a WORD filing system. If you ever come across e-mails or web pages whose content you may want to bring into or refer to when writing an article then you might find KnowledgeWorkshop a very useful and time-saving application. You can save clippings or the content from e-mails, web pages, files and other documents for fast and easy retrieval (based on keyword or text search). It also has a highlighting tool so that you can highlight the text of interest and add your own annotations without having to print to paper. By enabling you to file e-mails alongside web pages, documents, spreadsheets and tasks it breaks down the walls between the separate applications that create these different things, and makes you more productive. You can get at all the relevant information without having to browse and search in multiple applications. I'll admit that I am involved with the development of KnowledgeWorkshop. We are a very small company and keen to create an awareness of the software, and feel certain that it would be a big help to you and many of your readers who like to hold onto the good things that they find on the Internet. Unlike other software, which only does parts of what KnowledgeWorkshop does, it is FREE for personal/non-professional light use. For further information see: http://www.kworkshop.com
Linda - Posted on September 17, 2008
I received this masterpiece at work today: From: Penelope Spencer Subject: NJBIZ eants you back -see enclosed 10/6 and 10/27 issue info and advise of interest-thanks!! Nothing like trying to woo me back with a typo in the subject line.
Christy Kenyon - Posted on September 17, 2008
Denny - you nailed it. We are DEPENDANT on email. I not only read mine every few seconds, I save them like a squirrel hiding nuts for the winter. You never know when you'll need that note from Joe in Office Management about what to name the Conference Rooms! I think the most interesting aspect of email is how complacent people have become about it. They think it's normal to get all this spam and there's no way to stop it. Smarter email security is available that can do things like evaluate "intent" of the message. That would mean you wouldn't again see "FROM THE DESK OF PROFESSOR CHUKWUMA C. SOLUDO" Businesses in particular need to stand up and say รข??No more wasting my employees' time!"
Wash Phillips - Posted on September 16, 2008
Guilty as charged. Ugh!
Judy Smath - Posted on September 16, 2008
Rebecca... you think you're annoyed receiving direct mail about products you're not interested in because you purchased gift subscriptions for others? Get this... my 17 year old daughter has been receiving upscale home and travel magazines as well as Ranger Rick (for little kids), although neither of us ever paid for any of these subscriptions. I am baffled as to why this is happening and how she's getting them and why she's getting them if we didn't pay for them. Someone's asleep at the wheel somewhere. What's even more troubling is that now she will be on the mailing databases for these magazines and will be sent all sorts of direct mail that doesn't apply to her. What a waste!

Oh, heck. Someone throw me a bone. What does 6-1 equal?
Rebecca Hauptman - Posted on September 16, 2008

You can click on "return receipt" in your email, so you can know the email was opened. This is for those who aren't using a mass mailing program (even then you can tell who opens it and who clicks on it, etc. through analysis). So you CAN confirm that the email is being received (So the liability of something like a change of shipping address won't be your fault).

Judy I laughed at your comment about the arithmetic questions, what a hoot! However, you do also touch on a good point -- your whole marketing program is only as good as its database/list. (just like a chain is only as strong as its weakest link). So no matter how good your mail pieces are, or your email subject line is, it won't work unless you are sending it to the right person.

I get Popular Science, Woodworking, and even Fight! Magazine for my boyfriend. They are in my name since I subscribed for him. But guess what happens? I am now on tons of mailing lists for products I wouldn't even CONSIDER using. What a waste!

That is the biggest thing I am concerned about right now at work... we are spending so much money on direct mail pieces, yet our database is a disaster. I walked into this job knowing direct marketing was our goal, so I have a long way to go to fix the mess here!! Cheers to challenges!
Denny Hatch - Posted on September 16, 2008
To Joan, who asked: "Do you think a Direct Mail envelope is less likely to be opened if it is a window envelope. "And to Dev who asked, "What did you say to Joan about the window envelope? Maybe you should post your answers to questions. . ." Remember the immortal words of freelancer Malcolm Decker. "In direct marketing two rules--and two rules only-exist. Rule #1: Test everything. Rule #2: See Rule #1." To this must be added Ed Mayer's Corollary: "Don't test whispers." Cheers.
William Gohde - Posted on September 16, 2008
I wonder what future sociologists will say about text-messaging and e-mails? Does it really connect or disconnect us from one another? Does it diminish our social skills? Are we actually more isolated? What if we didn't read our e-mail for a whole day? Would we be a lesser person? Would the world stop? Would we be left far behind? Would anyone notice?
Thanks Denny, for provoking thought - via e-mail. (Ah, a benefit!)
Bill Gohde
Judy Smath - Posted on September 16, 2008
Hi Denny,
What you didn't touch on here is the fact that email marketers need to have a better handle on their lists. Judging by the emails you've received those marketers (collectively) think you're cheating on your wife, about to lose your home, you're broke, you have sleep apnea, and are interested in living in a trailer park (makes sense since you appear to be losing your home because you are badly in debt). Oh, and I doubt Mr. Crider received your response because those email blasts are sent out by a third party where the "from" is pre-populated and responses go back to the third party vendor. Unless you received a response to your email from Crider, assume this to be true. I do a lot of email marketing, so I know of which I speak. The other point I'd like to touch on is that these types of marketers who blast out emails randomly without consideration of who they are sending them to are spammers, and they give all of us legitimate email marketers a bad name. By the way, maybe you should get a spam filter for your computer.

P.S Can you make those arithmetic questions needed to post a comment a little easier. I'm not that brite.

Cheers!
Dev.Kinney - Posted on September 16, 2008
What did you say to Joan Borowsky about the window envelop? Maybe you should post your answers to questions.
Tanya - Posted on September 16, 2008
Anything important I send by email and the USPS. You never know when you are going to get filtered out or be marked as spam.

To Joan: I don't open anything that I receive at home with a window, it goes right the garbage. In my business, I have found that using a standard white letter envelope and just addressing with a regular address label (no teasers, nothing) receives the best response rate. I think it peaks the recipients curiosity....
Lawrence Hansen - Posted on September 16, 2008
Right on target, Denny, as usual! My rule for my personal e-mail accounts is simple: if I don't recognize the sender, it goes in the trash. I'm not going to risk opening up a message from an unknown source that unleashes spyware, viruses or heaven-knows-what new invasive malware on my computer.

Oddly enough, a few months ago, I was about to delete one of those messages when I took a chance and opened it. Turned out to be a very helpful personal communication from a fellow writer. So maybe a Sixth Sense is now required for filtering spam from your inbox!
Joan Borowsky - Posted on September 16, 2008
Do you think a Direct Mail envelope is less likely to be opened if it is a window envelope.
asher b abelow - Posted on September 16, 2008
Last yar, a supplier sent me an email that I never received , with a change of shipping instructions. Result- several thousand dollarsin added costs, acrimony and a lost account. Lesson: the sender is liable for the delivery of their message-not the recipient. If the message is that important-ask for a receipt.