As a Director of a successful call answering company, you might expect me to critique emails and praise phone calls; and, in the main, you’d be right!
Given the volume of emails used in internal and external business communications, however, it is clear that there are times when emails have advantages over phone calls.
- The message is simple and unequivocal
When a message is simple, cannot be misinterpreted, and does not require a response, an email can be quicker than a phone call.
- Sharing information with a lot of people at once
Emails are an excellent means of communication when you need to share information with a lot of people at the same time. This is particularly true when there is a significant amount of supporting documentation, data, and graphics
Mobile or landline conference calls work OK with, say, three or four participants, but any more than that and it becomes difficult to manage. The growth in video-conferencing platforms such as Teams, Zoom and Google Meet encourages group discussions, often used to follow up on an email once all participants have had a chance to read and absorb any attachments.
- You need time to think about what to say
For some communications, such as legal matters, the exact words used can be very important. Likewise, if a topic is complex and you need to write, rethink and rewrite, an email can be an excellent communication channel.
- Non-urgent communication when the recipient can replay at their leisure
- Doesn't interrupt workflow or concentration (in theory)
In theory, unlike a phone call, an unanswered email can be left unopened ready for the period of time you have set aside to review your inbox. In reality, for many people and certainly in my case, the constant flow of emails is probably more disruptive than a simple phone call. It takes a considerable degree of discipline to ignore incoming emails, particularly if they are accompanied by an audible ‘ping’!
- When working in a noisy environment or an environment when privacy is limited
In the next section, I look at the advantages of phone calls. Many of these advantages, are de facto, disadvantages of email. It is important, however, to highlight some of the specific disadvantages in their own right.
Emails can be a timewaster. It is easy to use up considerable time in an unnecessary back and forth of emails when a quick call could sort it once and for all.
Many emails, as you will no doubt be able to confirm from your own personal experience, often remain unopened and unread. If it’s a busy day it’s easy to overlook an important email, or it can be buried in a stream of less important messages. It’s much harder to ignore a phone call.
There are practical issues relating to emails which, in certain scenarios, can be problematic. For example, with an email there is always the danger that someone else can access it. Emails are also, within reason, with us forever, whether we like it or not.
Finally, we have probably all had experiences of colleagues who use email as a tool of avoidance or, even worse, office politics. I can feel my stress levels rising just thinking about it!
There are times when phone calls are simply impractical, for example when there are high levels of ambient noise, such as on the shop floor, or on a busy commuter train. There may also be times when a private, personal message has to be sent without other hearing what is being said.
- When a written confirmation is required
Certain interactions require that there is a digital or ‘written’ record of communications. This the modern version of the old adage, attributed to the movie mogul, Samuel Goldwyn, that a verbal contract isn’t worth the paper it is written on.
Call or email? The disadvantages of email
In the next section, I look at the advantages of phone calls. Many of these advantages, are de facto, disadvantages of email. It is important, however, to highlight some of the specific disadvantages in their own right.
Emails can be a timewaster. It is easy to use up considerable time in an unnecessary back and forth of emails when a quick call could sort it once and for all.
Many emails, as you will no doubt be able to confirm from your own personal experience, often remain unopened and unread. If it’s a busy day it’s easy to overlook an important email, or it can be buried in a stream of less important messages. It’s much harder to ignore a phone call.
There are practical issues relating to emails which, in certain scenarios, can be problematic. For example, with an email there is always the danger that someone else can access it. Emails are also, within reason, with us forever, whether we like it or not.
Finally, we have probably all had experiences of colleagues who use email as a tool of avoidance or, even worse, office politics. I can feel my stress levels rising just thinking about it!
Call or email? When to use the phone
- When meaning and understanding are important
Phone calls have the advantage over emails when the meaning and, in particular, the understanding of the message to be conveyed are important. With a phone call, it’s possible to use tone, pitch, pace and volume to reinforce the spoken content. There is the opportunity to ask for immediate clarification of any point that is unclear. Furthermore, pauses, silences and interjections (um, yup, hmmm) can carry as much meaning as the words themselves.
With an email the interpretation, the decoding, of the message is entirely with the recipient. There is vey little nuance and, as I’m sure we have all experienced, a significant risk of misunderstanding, particularly if the topic has some emotional content.
- When the communication is personal or sensitive; to make someone feel valued; to convey bad news; and, to apologise.
When you are far away, what would your grandparents rather receive: an email or a phone call? Phone calls have a personal connection that an email lacks.
This is particularly true when the nature of the communication is to convey bad news.
With a phone call, unless it is being recorded, the communication remains private and there is far less risk of it reaching the wrong person.
- Simplicity and speed
I am typing this article, and it reinforces for me that a phone call is, nine times out of ten, faster than an email!
In certain business settings, the phone is both faster and more effective than an email. An obvious example of this when you are looking to close a sale or address a customer’s concerns.
Furthermore, phone calls are simpler and more straightforward than an email.
- Phone calls are authoritative and valued
There is a weight and gravitas with an important phone call that an email can never convey. This is particularly true when dealing with a query or complaint from a customer. A text or email says, ‘we are doing the bare minimum’, whereas a phone call is a clear indication that you value the customer and wish to retain their business.
- When you anticipate a lot of questions
This is the equivalent of an old-fashioned letter. However, in business, this ‘lack of urgency’ is a luxury that is rare. Furthermore, non-urgent tasks tend to fall to the bottom of the in-tray and never get done.
‘Non-urgent’ does not apply, however, to the deluge of unsolicited spam emails we all still receive for people wanting to sell us their products and services despite the introduction of GDPR. These are the bane of many business people’s lives.
With some communications, for example arranging a party, the recipient will have a lot of questions. Questions are far easier to answer and clarify with a phone call, unless the content is detailed and technical.
- To generate ideas
Phone calls, second only to face-to-face meetings, are an effective tool for two people to spark off each other and generate ideas. It is impossible to replicate this immediacy with an email.
- To build customer relationships
The ability of a phone call to convey meaning and emotion has already been touched on in this article. It’s an old adage, but true, that people buy from people. The phone is an important tool in building the strong and enduring relationships that ensures a customer stays with you.
This particularly true if you have taken too long to respond to an email or letter. Picking up the phone and apologising for the delay is a much more powerful option than simply sending an email.
Call or email? The disadvantages of phone calls
The section on emails highlights areas in which they have one advantages over phone calls. However, there is one disadvantage of phone calls that needs mentioning, and that is the risk of disappearing down the black hole of voicemail.
Today, most people calling a business (landline or mobile) during office hours and being put through to voicemail simply don’t leave a message. If they are an existing customer, and the call is important, they may ring back…or they may go elsewhere. They certainly won’t be impressed with the level of customer services.
If the call is from a prospect, you are effectively handing a sales opportunity to your competitors.
For the reason of avoiding voicemail alone – along with plenty of others; see https://www.paperclip.co.uk/why-organisations-choose-telephone-answering-services/ – you should consider using the Paperclip’s call answering services!
In conclusion
When summing up th question of email or phone, we have to remind ourselves that communication options are becoming multiple and varied. Phone calls, emails, live chat, WhatsApp, messaging, video-conferencing and more; they all have their pros and cons as communication channels.
After face-to-face meetings, phone calls probably remain the most essential and effective business communications channel. But, however your customers and prospects contact your business, the key is to ensure you capture the communication and respond quickly and effectively.
Paperclip provides businesses with holistic communications capture services. To find out more call me, Louise Bellwood, on 01246 418 181 or visit www.paperclip.co.uk.
Hi, I’m Louise Bellwood, Director at Paperclip. I am responsible for delivering Paperclip’s customer service and growth strategies for 2024 and beyond, I am a crusader for the benefits call answering can deliver for organisations of all kinds; customer service, sales generation, customer retention and more. If you have a question about call answering – pricing, set-up, benefits – I would love to hear from you at louise@paperclip.co.uk or 01246 418 181.