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Business communication is reliant upon e-mail to accomplish plans, activities and company objectives. It is an old technology having established itself decades ago and still has the same technological principles applied today. As users we have become accustomed to e-mails being sent via different technologies or software programmes, but the fundamental objective of any e-mail has not evolved significantly.

Objectives of e-mail

The basic concept of any e-mail message is to:

• Open the e-mail
• Read and comprehend the message
• React to the e-mail

Three simple points, yet, experts have researched and concluded that approximately 30% of e-mail is actually read and adsorbed correctly by the user. It is evident from these findings that further improvement is desperately needed.

With such high volumes of failure within e-mail communication, it is likely that your existing e-mail marketing campaign and letters of encouragement to potential customer to buy goods and services are falling short of their target. Given the nature of e-mail communication as a written message, it is considered to be an easy step to apply the following logic or tips to help improve the impact of any e-mail campaign:

Consider the following before writing an e-mail

• What is the desired outcome?
• Is e-mail the best vehicle for this message content?
• Is e-mail practical for the reader?

These questions are aimed at getting you, the writer or publisher, to think on behalf of your audience. Frequently we are blinded by our own individual perspectives when writing messages for others to read and will find it difficult to apply this second-party logic. This is especially true when our work environment forms impressionable habits such as forwarding e-mails without further explanation or altering the header to make more sense to any new individuals within the conversation.

Common outcomes

Despite the variety of content in our messages, it is still possible to evaluate each e-mail message against a desired set of outcomes:

1. Act
2. Respond
3. Read
4. Inform

Any e-mail marketing campaign should seek to have the reader perform or carry out one, or possibly multiple, outcomes from the list above. When selling goods and services, ideally we wish the the reader to Act upon our message and buy the thing we are selling. If they do not do so, it is ideal for them to respond to us to express future interest.

E-mail campaigns that seek the reader to Read or become Informed are a much more passive approach and thereby suitable for group or community discussions. The use of Social Networking providers, such as Facebook, may be more suited for such messaging. Increasingly organisations are applying their own flavour of social networking tools to support knowledge harvesting, projects, and general information sharing among employees.

Examples of broader community messages are regularly generated within the Facebook Social Networking Site. Traditionally e-mail campaigns have been used to actively promote a key topic of interest or to prompt specific action by the reader. Social networking sites provide a slight variation to this model by promoting discussions and general banter that is used to attract readers towards a particular point of view. Online marketers are able to create a hive of activity to surround a topic, however; it is not that easy to measure the effectiveness in terms of driving traffic to their target web page. To accomplish this, it is necessary to have a solid grasp of Website Analytics.

E-mail campaigns will not doubt remain a key tool within online marketing, but there are massive opportunities yet to be realised through social networking communities.

Peter has 15 years of experience within the Industrial & Retail Electronics industry and the Mobile Telecommunications sector. He has worked as a Senior Manager and Consultant with some of the largest global corporations and provided leadership in a variety of Business Systems projects. Over the years he has provided project leadership for companies to integrate Information Systems into organisations and transform operations.

Peter's experience extends from Supply Chain Management, Sales and Operations planning to front-end Customer Relationship Management and Online e-Commerce applications. He is a qualified Six Sigma consultant and has extensive knowledge of business system concepts including, Lean, Agile, Theory of Constraints (TOC), and S&OP.

Recently Peter has created is own home-based family business with the objective to coach individuals with home-based and small businesses to develop profitable Marketing and Business System Solutions. He is working to establish customised solutions for Online Advertising & Marketing to suit the hobbyist, entrepreneur, or private company owner.

Peter's business philosophy is based upon Trust, Excellence, and Strategic Value

Dell PowerEdge vs IBM xSeries server?

I have a small shipping firm with about 20 employees and I was looking for a server with a purpose to back up data, host a website as well as manage the office network in terms of regulation of bandwith usage by each person and intranet communications. I will have about 10 desktop PCs as well as about 5 Laptops. The work involved is mostly data processing, accounts and usage of internet.

A PowerEdge would be less expensive than a comparable xSeries, and they are just as reliable, if not more so. I would strongly suggest you purchase at least 2 servers and run the website separate from the other tasks for security and performance reasons.

E.Sun Bank selects IMS SOA Solutions and IBM System z (English)