Composing effective e-mail messages.

More than 90 percent of major U.S. companies use electronic mail; over 70 percent of foreign-owned and -based companies communicate via this medium. According to several estimates, 60 billion messages were sent in 1996. Given the speed, ease and efficacy of E-mail, these statistics are not surprising; what is astonishing is the lack of professionalism of many E-mail messages.

We seem to have been seduced by the ease and informality of the medium to produce messages that ignore the rules and conventions usually in place when producing hard copy. We send out messages with grammar, usage or spelling errors. Some of us SHOUT BY WRITING EXCLUSIVELY IN CAPS, others emulate e.e. cummings and whisper a solid stream of lower case words. In the name of speed, we throw caution to the winds and forget sentence patterning, paragraphing and other conventions that make messages intelligible, creating unattractive and impenetrable data dumps.

And yet, my research suggests that reader comfort would be greatly served by some attention to professional standards. In fact, readers are dismayed by messages that violate the requirements of professional communication. They are angered by messages written solely in upper case, confused by would-be imitators of Mr. Cummings, and lost when deciphering messages that omit apostrophes in contractions, periods at the ends of sentences, and other required punctuation. In other words, their reactions are the same or more intense than when these mistakes are made in printed copy.

Readers exhibit an even greater hunger for the elements that constitute good business writing when the E-mail message transmitted is a long document requiring multiple screens. Far from being tolerant of the speed and informality of the medium and forgiving a writer for dumping data in massive unparagraphed mountains, readers experience intense discomfort in having to scroll through screen after screen of solid writing. They find it much more of a slog to scroll through multiple screens than to flip through pages of printed hard copy.

Obviously, E-mail is here to stay. Denying that fact would be like advocating travel by horse and coach when the Concorde is available. So what should writers do to maximize E-mail's communicating potential while respecting the reader? These five guidelines would enable writers to make the best possible use of E-mail and increase the comfort level of their readers:

1. Write a specific, talking, eye-catching subject or entry line.

E-mail messages must have carefully prepared, specific subject lines that speak to readers. Readers often use the subject line to determine whether to read the message. A subject line like "Cost Overruns of 23 percent on B-16 Prototype" will arouse the reader's interest more than the flat heading "Cost."

2. Organize and construct the message tightly.

Most screens are limited to 24 or fewer lines. E-mail messages must be tightly organized so that related contents can be viewed in one screen. Readers do not like to scroll through many screens to find the information they need.

3. Flag total content and position important information first.

While most readers can glance through several pages of printed matter quickly, they experience difficulty looking at several screens. Consider using an umbrella opening to let the reader know exact contents early in the message. Remember that many E-mail readers read only the beginning of a message.

For long documents, consider beginning (first screen) with an executive summary to allow for a quick preview of total content.

4. Use design extensively.

Should the message require several screens, use headings, listings, sub-headings and side-titles to assist readers to scroll. Although this technique may lengthen the document physically, it will actually shorten reading time by allowing your reader to locate information at a glance. Don't forget to warn the reader about additional pages through appropriate symbols.

5. Be professional.

Carefully edit and proofread. Don't let the immediacy or informality of E-mail become a substitute for professional standards or attention to detail.

E-mail is, increasingly, the accepted way to send messages, letters, memos and even long documents. It is now admitted as evidence in court cases. Isn't it time to treat this revolutionary technology as professional business communication that reflects the clarity of our thinking and respect for our readers?

Sana Reynolds is a consultant, professor, and author with experience both in the U.S. and overseas, in management communication, linguistic and cultural transference, and acculturation based in New York. She can be reached at [phone] or fax [phone].