November 2016

The Pros and Cons of Email - and how to get the most from it

Despite social media, instant messaging, video chat and all the other communications innovations of recent years, email and email marketing are as relevant today as they have ever been. Tremendous possibilities exist with email if properly managed and used; but equally if used poorly email can be counterproductive and inefficient. The guide to effective email marketing management at the Salesforce “Service Hub” provides you with eight useful tips on using and managing email for the best results.

Is email a friend or foe?

There are many roles email remains terrific for. Of course it is an even more powerful marketing tool today than ever before. As a collaboration tool it’s very effective in helping people team around a problem. It is also the system of record for most workers, a place where they can archive information and instructions they receive and share information like blogs, files and documents.

But there are countless dangers with email too. If used ineffectively, email can soak up all of our available productivity. Email can be very disruptive, preventing you from taking control of your day and focusing on your priorities. This guide to effective email marketing management also makes the important point that people can find themselves making “reactive responses” to emails that aren't well thought through and can cause further problems down the line:

Ineffective email use can also lead to reactive responses. During an argument or debate over a certain issue, people don't pause and think before responding. This provision leads to a reactive response instead of a well-thought solution to a problem.”

While email can achieve enormous efficiencies and productivity benefits for an organisation, if used badly it can also waste time and cause problems. So effective email management is crucial.

The 80/20 rule for email

The eight tips this guide covers are very helpful in describing what best-practice procedures organisations employ to get the most out of email.

For instance, there is good advice on how to prioritise your email based on the “80/20 rule”. Based on the theory that 80 of your output comes from 20 per cent of your input, it is recommended that you focus your time on the 20 per cent most important emails that add value to your business.

There’s also good advice on how to leverage email filters to strip your inbox of the least useful content that gets in the way of what is important. To some extent this is about automatically filing emails into the folders that you can visit from time to time when relevant. But it is also about completely filtering out the inevitable spam that all email addresses are vulnerable to. Without an effective strategy for spam, you can drown in it!

Boost productivity with better management

As well as more effective strategies for managing email, the point is also made that email management software can be tremendously helpful in making employees more effective and productive. We are also told that 27% of service leaders are piloting or planning to use email response management in the next 12-18 months.

It is clear that email is also becoming an increasingly important part of the way organisations conduct customer service, as we learn that “8% of millennials email a company when they have a question”.

To avoid the danger of ineffective email management, check out the full eight tips in the guide to effective email marketing management at the Salesforce “Service Hub” today.


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