Why We Never Read Mass Emails

My last post discussed the characteristics of successful emails, and my comments helped me recognize why students and employees seldom read organization-wide messages. If we briefly review the principal criteria for audience-centered emails, we learn useful emails should:

  1. Provide clear subject lines.
  2. Include the expected conventions.
  3. Use short paragraphs and minimize length.
  4. Quickly summarize their objectives.

Mass emails, particularly company newsletters and university event messages, do not satisfy any of these requirements. Because mass messages usually supply information from multiple sources, including different employee teams and campus organizations, these emails generally provide generic (ex. “OU Mass Message” or “Hewlett Packard October Newsletter”) or overlong subject lines. Those who receive mass emails often cannot anticipate their content from reading these subject lines and accordingly either scan any relevant information too quickly or discard the email altogether.

These emails also reject most expected conventions; mass messages rarely have clear senders and recipients and often leave out the salutation and polite close expected from other online correspondence. This impersonal style makes the audience of these emails review their content even less carefully, and mass messages worsen these problems with unclear subject lines and disorganized first paragraphs. Students and employees will read most emails with relevant content, but mass messages bury their information inside several unstructured paragraphs with different intended audiences.

Perhaps organizations should invest the infrastructure, personnel, and time so students and employees can filter the content of their mass emails. While this plan would reduce the coverage of these emails, more of their recipients would probably read and hopefully act upon their content. Sometimes, especially with business correspondence, fewer words and fewer readers means improved communication.

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