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求職絕招：如何讓郵件回復(fù)率大增
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職場(chǎng)絕招：如何讓郵件回復(fù)率大增
This column will tell you:
這篇專欄文章將會(huì)告訴你：
- How to write an email that will produce the results you want;
-如何寫一封能夠達(dá)到理想效果的電子郵件
- Why the scientific method can produce practical insights, quickly.
-為什么科學(xué)的方式能夠快速產(chǎn)生實(shí)用的見解
How can I promise this? I've just been reading up on the latest research from Paul Adams and Stefan Hunt of the Financial Conduct Authority - the UK's shiny new financial industry regulator.
我為何會(huì)有這樣的自信?我這段時(shí)間一直在研讀保羅??亞當(dāng)斯(Paul Adams)和斯蒂芬??亨特(Stefan Hunt)的最新研究報(bào)告，兩人均來(lái)自英國(guó)新成立的金融業(yè)監(jiān)管機(jī)構(gòu)金融市場(chǎng)行為監(jiān)管局(Financial Conduct Authority)。
I am delighted to report that they've been trying to figure out how to write more effective letters. Better yet, to this end they have conducted a large randomised trial. The wonderful conclusion: science can help us write more clearly.
我樂于告訴大家，他們一直在努力研究如何寫信的效果更佳。更值得驚嘆的是，他們開展了大量隨機(jī)實(shí)驗(yàn)，得出了一個(gè)奇妙的結(jié)論：科學(xué)可以幫助我們?cè)趯懽髦懈逦乇磉_(dá)。
The letters in question were being written by a company to 200,000 former customers. The letters raised the prospect of a mis-sold product and offered the possibility of a refund. The question was: which wording would prod customers into claiming their money? The FCA researchers, in co-operation with the company in question, designed variants of the letter, mailed each variant to 1,000 customers, and compared the response rates.
該研究調(diào)查的對(duì)象，是一家公司寫給20萬(wàn)名前客戶的信。這些信件表示，該公司之前銷售的一種產(chǎn)品可能有問題，公司可能會(huì)向客戶退款。該研究試圖搞清楚的問題是：如何措辭會(huì)促使客戶索要退款?兩位研究者與該公司一同擬出了多種版本，并將每種版本發(fā)給1000個(gè)客戶，然后對(duì)比各種版本的回信率。
The original letter looks brief and to the point, but on closer inspection it buries the key detail: the customer may be entitled to a refund. Response rates to this letter were dismally low, less than 2 per cent. Perhaps that is no surprise - the recipients were ex-customers with every reason to throw the letter in the bin, unopened.
原始的版本看上去簡(jiǎn)單明了，但仔細(xì)一看，“客戶可能會(huì)有權(quán)獲得退款”這個(gè)關(guān)鍵細(xì)節(jié)在這個(gè)版本的行文中毫不起眼。這封信的回復(fù)率非常低，還不到2%。這或許并不令人意外，收信人都是以前的客戶，他們完全有理由不打開正文就把信件丟進(jìn)垃圾箱。
The experiment did the sort of thing that profit-seeking companies have been doing for many years: it tested seven different tweaks to the way the letter was written or presented. There are 128 different ways to combine these seven tweaks, and with each of 128 variants sent to 1,000 customers the experiment had a lot of power to pinpoint even quite small effects.
這個(gè)實(shí)驗(yàn)所做的，就是追求利潤(rùn)的公司多年以來(lái)一直在做的事情：它檢測(cè)了7種行文(或呈現(xiàn)方式)對(duì)信件回復(fù)率的影響。對(duì)這7種方式中的每一種選擇采納或不采納，就會(huì)得到128個(gè)不同的信件版本。研究者將128個(gè)版本的每一種發(fā)送給1000個(gè)客戶，因此這個(gè)實(shí)驗(yàn)有足夠的能力檢測(cè)出哪怕是非常細(xì)微的影響。
Here are three tweaks that made little difference: printing “important: please read and act quickly” on the envelope induced a minuscule extra response; adding the regulator's logo achieved nothing; using the company CEO's name and signature instead of “customer services team” actually dissuaded people from responding.
實(shí)驗(yàn)發(fā)現(xiàn)，采納以下3種方式收效甚微：在信封上印“重要：請(qǐng)閱讀并盡快采取行動(dòng)”字樣，幾乎不增加回復(fù);添加監(jiān)管機(jī)構(gòu)的logo也絲毫沒有用;在落款處放上公司首席執(zhí)行官的名字和簽名而不是“客服團(tuán)隊(duì)”，事實(shí)上會(huì)減少回復(fù)。
But four other tweaks had substantial effects: first, cutting a paragraph of waffle that had helped to bury the message about the refund; second, pointing out that a five-minute phone call would suffice to make a claim; third, sending a follow-up letter. And twice as large as any of these effects was adding a couple of bullet points in bold at the top with the key message: you may deserve a refund; if so, call us.
但采納另外4種方式卻有顯著效果：第一，去掉一個(gè)讓關(guān)于退款的信息更不起眼的無(wú)意義段落;第二，告訴收信人，一個(gè)五分鐘的電話足以完成申訴;第三，發(fā)一封跟進(jìn)信件。第四，在信件頂端用粗體字標(biāo)出幾條要點(diǎn)，傳遞出這條關(guān)鍵信息：你可能符合退款條件，如果符合，請(qǐng)來(lái)電。第四點(diǎn)的效果比前三點(diǎn)中任何一點(diǎn)都強(qiáng)至少一倍。
This research has been marketed by the FCA as “behavioural economics exploring how people make financial decisions”, but like similar work on collecting fines and taxes conducted by the Cabinet Office's Behavioural Insight Team, it is simpler and more pragmatic than that. There is no behavioural theory at play here, and nor do we really gain any insight into why consumers are reacting the way they do. But that's fine. Simple, pragmatic research is a sensible thing for a regulator to be doing - and the cost of this kind of experiment is tiny relative to the potential gains.
金融市場(chǎng)行為監(jiān)管局稱，該研究是一次“探索人們?nèi)绾巫龀鲐?cái)務(wù)決策的行為經(jīng)濟(jì)學(xué)”實(shí)驗(yàn)，但更粗淺和實(shí)用——與內(nèi)閣辦公室(Cabinet Office)行為研究小組(Behavioural Insight Team)關(guān)于罰款和稅收的研究類似。該研究并沒有運(yùn)用行為學(xué)理論，我們也沒有真正了解消費(fèi)者的行為方式為什么是這樣。但這沒關(guān)系。進(jìn)行簡(jiǎn)單、實(shí)用的研究對(duì)于監(jiān)管機(jī)構(gòu)來(lái)說(shuō)是明智的，而相對(duì)于潛在的收益來(lái)說(shuō)，這類實(shí)驗(yàn)的成本是微不足道的。
True, the results are unsurprising: say what you mean; be brief; ask for action; follow up if you hear nothing. But this is important. It's important because it shows a regulator with an interest in learning and improving, and it's important because while the advice is common-sense, it's advice that many people - and even more bureaucracies - fail to heed.
是的，這些發(fā)現(xiàn)都在人們的意料之中：把你的意思直接表達(dá)出來(lái);行文簡(jiǎn)練;告訴收信者該做什么;如果沒有回音就繼續(xù)跟進(jìn)。但這幾點(diǎn)確實(shí)很重要，原因在于，它們表明監(jiān)管機(jī)構(gòu)有興趣去學(xué)習(xí)和改善，另外，雖然這些建議是常識(shí)，但很多人、乃至更多機(jī)構(gòu)都沒有遵從。
And even if the findings seem obvious, the effect is huge. The best letter received seven times as many responses as the original one. The three best tweaks each made more of an impact than the decision to send a letter at all rather than nothing. Brevity and clarity matter: advice worth taking next time you write an email.
另外，即便這些發(fā)現(xiàn)看似明顯，但它們的效果卻是巨大的。效果最好的信件版本，回復(fù)率是原始版本的7倍。原始版本回復(fù)率幾乎為零，而采納三種效果最好的方式中的任意一種，都會(huì)讓信件回復(fù)率大大提高。行文簡(jiǎn)練和表達(dá)清晰非常重要：這條建議值得你在下次寫電子郵件時(shí)采納。
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