This is the first in an occasional series of real-world examples of what not to write.
A travel agent I work with from time to time publishes the following warning across the bottom of every e-mail:
What is wrong with this message?
- It presumes I print every e-mail that comes my way, regardless of need, because I am not aware of the environment and do not normally consider such matters.
- If I do need to print the e-mail (as those with complex itineraries sometimes do), the signature could very well add an additional page.
- The strange accompanying graphic, featuring earth surfing the air on a flying leaf, distracts from the message.
- Finally, I have to question the authenticity of this warning, written, as it is, by a travel agent. A similar message does not appear across the bottom of her flight itineraries. (”Please consider the environment before ticketing this flight.”) An uncharitable person might conclude that she cares more about making me think she cares about the environment than about the environment itself. But we’re not uncharitable people.
A better baby step is to give a quick tip at the end of each e-mail. Quick tips lighten the mood and spark interest and action.
The latest e-newsletter from JP Collins of Pylon Studios features several tips on how to unplug your nonessential appliances. He somehow manages to tie this in to Halloween. Nice! It was funny, lighthearted, and informative.
If you want to find some quick tips fast, subscribe to Grist, undeniably the best environmental blog out there. Grist has mastered the art of talking about green without sounding strident. They do wonk out on policy issues from time to time, but you’ll always learn something new.
As green continues to expand beyond purely green and environmental companies, it’s understandable to want to evangelize. You can. But please consider your clients’ feelings before writing that disclaimer.
Expeditions in progress:
Dig up more good stuff:
One Comment
HAH! I’ve been told time and time again to insert that at the end of my e-mails (because I’m a green designer), and I just won’t. Why? It just doesn’t make sense – who prints every e-mail they receive? Out of 100 e-mails that I get daily, I’m lucky if I print 2 – because they don’t have information that I need to see on paper.
I like the quick tips idea, but personally, I think it’s a better idea to keep signatures minimal. People are busy, and getting ridiculous amounts of e-mail these days, so to me, it’s a sign of respect to keep my signature to name, company name and contact information, and one line about why they should visit my website and sign up for the newsletter. I give enough eco-tips in the body of my e-mails anyway.