|Don't Make Email Mystery Mail|
BY BRUCE APAR
APB TO PUBLICISTS RE
PLEASE, PLEASE, PLEASE don't send an email with zero information in its body and only text and/or image attachments. The volume of emails on the media's end is voluminous and it's disconcerting to receive any that offer not a clue as to its contents when they are first glimpsed.
Best practice is to either paste text into body of email as well as in attachment, or to summarize in body of email what the attachement is all about. A single sentence will do.
It's to be expected that, especially when dealing with municipalities, the person assigned to distribute announcements very well may have no public communications training. In fact, one town sends an email each week that is routinely titled, "This Week's Web Blast." From the recipient's point of view, why is it called a Web Blast (emails are not necessarily synonymous with the World Wide Web) and what compels me to open it when the email is headed the exact same way each week?
Thanks very much for your consideration everyone.