May 17, 2010

Email or Phone?

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Businessperson using phone with at sign and world map and fiber optic cable behind them

This discussion is a bit old now, but something I read got me thinking again.  I’m writing this post to simplify the solution.  This ‘successful’ (I think that term should always be in inverted commas) CEO claims he does everything by email as it’s more effective than using the phone, plus it creates a written record.

I prefer to use email often as you can keep the message on track, you’re not interrupting anyone and you can send your message without waiting for their immediate attention.  They can then read it at a convenient time.  But this is all very passive.  It’s not so good if the person you’re communicating with isn’t much of a reader, doesn’t pay attention to detail in your note, is unlikely to type back, is on the road all the time without email access, or is someone you need to develop rapport with first before asking for action.

So do you call then?  It’s certainly more active.  Doesn’t mean it’s more effective though.  If I’m working on something that’s likely to be more important than my ringing phone, unless I need a break I ignore the phone.  I’m not ignoring the person, I’m ignoring their demand for my immediate attention.  My answer phone takes their call and I can get back when it suits, just like I do with email.

So which is best?  It depends on the nature of the communication, your job role (the types of calls and emails you receive and their importance), who’s involved and the timing.

My simplified easy-to-apply advice for which is best:

Know the outcome you want and then get to know the other person as fast as possible
.  Starting by knowing the nature of their job, make an educated guess as to which method they’d respond best to that will get your desired outcome.  If you’re wrong, it doesn’t matter, you’ll soon learn and you’ll know for next time.

Does anyone have any other thoughts on which works best?

Comments (2)

  1. May 18, 2010
    email blasting said...

    Nice, I was searching for something along the lines of this. I was wondering, do you think newsletters are still an effective way of marketing online? Does anybody still use them well and actually acquire readers?

    Thanks!
    Kim

  2. May 18, 2010
    Mark Moore said...

    Hi Kim – I think newsletters work as effective marketing DEPENDING on:

    1. the information being shared
    2. the market (and their desire to receive it in this way)

    If the market wants the information shared in the newsletter, and are happy to read it (the style suits too) then the newsletter would work.

    Like my advice in this blog post about knowing who you’re communicating with, the same applies to newsletters. Know who your target market is and how they like to receive your information. Then pick the right tool for the job, and then measure it to see if you were right.

    Checking your opt in’s vs unsubscribes gives you some idea of course..

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