Email Customer Service Tips for an eCommerce Economy

by Reggie Moore Professional writer and proto entrepreneur

Operating an eCommerce business means that you primarily interact with your customers online. That mode of communication is often simpler and more direct than phone calls or in-person meetings, but sometimes information may need to be clarified, requiring additional time and effort. Keep the following tips in mind for using effective written communication strategies in your emails, posts, and online messages.

Establish a Clear Focus

Do not try to cover too many topics in one message. Two or three simple points are adequate. Otherwise, when the recipient files the message under a certain category, it may be difficult to recall which folder it is when looking for the related information on a different matter. The main point should be indicated in the subject line or reference line. Do not use all capital letters in your subject line, as this comes across as shouting and may be difficult to read, depending on the font. Capitalize either the first letter of the first word only or all first letters of each word. You can use either a sentence or a phrase, but make it count by incorporating concrete nouns and action verbs. Remove unneeded prepositions when possible.

If the message is more than a paragraph or two, use subheadings that can be bolded if you wish to emphasize each key point. This will help the reader find the relevant information being sought. In online writing, paragraphs should have no more than three or four sentences in a style called "chunking" that protects readers from sorting through long passages of information.

Be Succinct

Review previous messages to the recipient on the topic to avoid repetition. Provide just enough background or context as needed instead of a lengthy explanation. Readers who process online information tend to read quickly and glean key words to find what they are looking for. Follow an indicated order of sequence so that the reader can see how the message parts link together. Some common types of sequence are chronological and circumstantial. You may want to number a shortlist of events or items to help the reader distinguish between them as well as note their connectedness.

Set Specific Response Times

Do not leave your message with a request for a response in limbo for the recipient. Indicate the date by which you would like to have a response. If feasible, explain why the response is needed by that date. If the online communication continues, you should likewise be prompt in responding to messages from others to be respectful of their time and activities. If several deadlines are linked to the message, consider placing them in bold letters at the left margin for easy reference.

Avoid Unnecessary Formality

Online communication in various forms tends to be informal but not casual. While most online communication allows contractions, it does not encourage the use of slang. Avoid over-complicated language that is too formal, as it may seem out of place in online messages. Follow traditional writing conventions except when they can be abbreviated. For example, you do not need a full business letter organization for a memo, but the same kinds of information will be needed, although it will be arranged differently. The date, addressee's name and title, and subject should be set up according to the format being used in the online communication process. When writing to a colleague that you normally address by the first name, you can do so in online communication unless it is a very formal document.

Use Professional Language

Pay attention to spelling, grammar, and punctuation. In a one-page message, having more than a couple of errors can make you look amateurish. Many professional writers strive to have no mistakes of this type by using the word processor's grammar-check feature and keeping a grammar handbook close by when writing on the computer. Proofread your writing before sending it to check for run-on sentences, fragments, and misplaced punctuation. Use the spell-check feature as well. It might help to read every sentence aloud to listen for awkwardness or obvious errors. Remember that your writing reflects you as a professional in the business world. It is often the first thing a customer will see about you. Focus on strong, accurate communication with clear objectives.

Implement Training Programs for Quality Customer Service

Not everyone automatically knows how to communicate meaningfully in an online work environment. Customers can sometimes feel undervalued or misunderstood. It may be helpful to offer training programs for good customer service techniques since word of mouth is one of the most powerful ways of attracting new business or losing potential customers. Decide your learning goals for the training and make sure the trainer has the credentials to provide the needed guidance. Using an online customer service training platform can be useful.

Business success in eCommerce depends heavily on clear communication. Take important steps to utilize effective communication that will meet your customers' needs and ensure their satisfaction.