Share best practices, tips & tricks and discuss digital communication as it applies to your daily government lives.
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A More Efficient Approach to Email
September 29, 2014 at 6:56 pm #233131
Ever feel overloaded with emails, whether subscriptions to your favorite websites, messages from coworkers, or personal notes from old friends? If your inbox is anything like mine, you may have noticed that the world runs on email communication.
According to a recent report by PEW Internet and American Life Project, 92 percent of adults who are active Internet users communicate via email, and 61 percent use email daily. Other studies verify these numbers, showing an increasing trend in email usage and further emphasizing that it is the main type of digital communication.
How do we partake in better, more effective email practices? The GovDelivery Guide Public Sector Digital Communication Management Best Practices: The Critical Role of Email addresses this question.
The GovDelivery Guide focuses on three main principles: 1) effectiveness; 2) efficiency; and 3) engagement. The EFFECTIVENESS goal is to promote sign-up options using digital means and leverage existing contacts in order to create the largest possible base. The EFFICIENCY goal is centered on automating complex communications via email, social media and SMS. ENGAGEMENT urges email users to partake in online and offline activities that generate the most value for an organization and the public. The ultimate outcome of the last principle is to create changing behaviors aimed at the mission of the organization. The GovDelivery Guide describes in-depth steps to reach each of these principles.
- Make it Easy to Sign Up on Your Home Page
- Hook Them Where They Are
- Proactively Invite Web Visitors
- Cross-Promote Content
- Capture Subscribers at Exciting or Critical Times
- Use Social media to Get More Subscribers and Launch Email
- Use a Social Login to Allow Users to Sign Up Faster Using their Existing Accounts
- Provide Clear Sign up Language that Fits the Context
- Save Time by Streamlining Complex Communication Across All Digital Channels
- Save Resources by Using digital Outreach to Reduce the Use of More Expensive Outreach Channel such as Direct Mail and Advertising and to Speed Uptake of Online Services
- Deploy Quickly with Minimal Risk to Avoid IT Infrastructure Investments While Conserving Valuable Staffing Resources and Talent
- Follow the GovDelivery Engagement Funnel
- Awareness—where and when your stakeholders learn about you
- Permission—where and when your stakeholders follow you on Facebook, Twitter, or sign up for your newsletter
- Orientation—how and when you educate your stakeholders about your organization’s services
- Engagement—how or when your stakeholders take your requested value or action is achieved
- Leadership—how or when your stakeholders facilitate or co-create your mission
- Making Your Message Count: Bulletin Content Best Practices
- Making Your Message Count: Bulletin Design Best Practices
For more in-depth explanations as to how you can improve your email skills, read the complete GovDelivery Guide Public Sector Digital Communication Management Best Practices: The Critical Role of Email.
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