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COVER STORY 36 Email Etiquette and Disclaimers
And legal action is of course why such disclaimers
exist. As of 2006, there were over 1 million practicing at orneys in the United States, according to the American Bar Association, more per capita than in any other coun- try. Sixteen million civil cases were fi led in state courts in 2002, with lawyers earning an estimated $40 billion in lawsuit awards. As those fi gures are already eight years old, one can only shudder to think what the numbers look like today. While the website
emaildisclaimers.com stresses that
a disclaimer of any kind is not an absolute defense against possible lawsuits, it can be benefi cial should legal action be taken. Email disclaimers may also be used for market- ing purposes. Such uses can include a company’s street address, URL, and/or slogan. Restating the expiration date of the off er mentioned in the body of an email can also be a useful addendum. T e term “email disclosure” can be used as a syn-
onym for “email disclaimer,” but it can also refer to a com- pany-wide policy regarding the dissemination of email and email at achments. Wells Fargo Financial Advisors maintains an email disclosure page (ht ps://www.wells-
fargoadvisors.com/disclosures/email-disclosure.htm) that seeks to achieve just that. Where to place a disclaimer or disclosure on a given
email is also important to consider. Usually such statements come at the bot om of email message. Although placing such statements at the beginning of emails increases the likelihood that they will be read, unless you are disseminat-
Whatever your email message, try to keep it tight and to the point.
Bulking up an email is extraneous and
time-consuming to read.
ing fi nancial or legal advice, it is typically bet er to put the disclaimer at the end of your message, especially if it is a standard “boilerplate” disclaimer that rarely changes. Nobody wants to wade through the same disclaimer every time they open an email from your company, especially if you sell typical household items and/or similar products. As with everything on the Internet, time is of the essence.
Emaildisclaimers.com also notes that excessively
wordy disclaimers, even if they appear at the end of an email, can be antithetical to basic business goals. For this and other reasons, it is a good idea to clearly separate the disclaimer from the rest of the email’s text with a line of asterisks or a diff erent or smaller font and color.
Find other great ideas for running your business at:
www.wholesalecentral.com/wholesale–news 38 November 2010
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