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Send (Revised Edition) [Kindle Edition]

David Shipley , Will Schwalbe
4.1 out of 5 stars  See all reviews (51 customer reviews)

Print List Price: $15.95
Kindle Price: $9.99
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Sold by: Random House LLC

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Book Description

Send—the classic guide to email for office and home—has become indispensable for readers navigating the impersonal, and at times overwhelming, world of electronic communication.  Filled with real-life email success (and horror) stories and a wealth of useful and entertaining examples, Send dissects all the major minefields and pitfalls of email. It provides clear rules for constructing effective emails, for handheld etiquette, for handling the “emotional email,” and for navigating all of today’s hot-button issues.  It offers essential strategies to help you both better manage the ever-increasing number of emails you receive and improve the ones you send.  Send is now more than ever the essential book about email for businesspeople and professionals everywhere.

From the Trade Paperback edition.

Editorial Reviews Review

An April 2007 Significant 7 Editors' Pick: Funny, engaging, and oh-so-practical, Send is the ultimate etiquette handbook for email, making David Shipley and Will Schwalbe the "Miss Manners" resource for the digital age. Full of practical insights, Send is an invaluable resource for anyone who uses email, and is guaranteed to help you "think before you click." We are not the only fans of this important book. We asked psychologist, science journalist, and bestselling author Daniel Goleman to read Send and give us his take. Check out his exclusive guest review below. --Daphne Durham

Guest Reviewer: Daniel Goleman

Daniel Goleman is an internationally known psychologist who lectures frequently to professional groups, business audiences, and on college campuses, and is the author of many bestselling books, including Emotional Intelligence and most recently, Social Intelligence.

Poor Michael Brown. During the darkest days of the Hurricane Katrina debacle, Brown, then director of FEMA, the agency that so badly bungled the rescue efforts, sent this email: "Are you proud of me? Can I quit now? Can I go home?"

Emails can come back to haunt us--any of us. Few among us have mastered this medium, and only slowly are we realizing its dangers.

From the earliest days of email people "flamed", sending off irritating or otherwise annoying messages. One explanation for the failure to inhibit our more unruly impulses online is a mismatch between the screen we stare at as we email, and the cues the social circuits of the brain use to navigate us through an interaction effectively: on email there is no tone of voice, no facial expression. When we talk to someone on the phone or face-to-face these circuits would ordinarily squelch impulses that will seem "off." Lacking these crucial cues, flaming occurs.

It's not just flaming--I've sent my fair share of emails that were, in retrospect, embarrassing, too familiar or formal, or otherwise wrong in tone. Email invites these lapses in social intelligence in part because the social brain flies blind. In the absence of the other person's real-time emotional signals we need to take a moment to shift from focusing on our own feelings and thoughts, and intentionally focus on the other person, even in absentia, and consider, How might this message come across?

The peril of being off-key is amplified by the temptation to hit SEND prematurely: before we've thought it over and had a chance to ease up on that too-stiff tone, drop that bit of sarcasm, and remember to ask about the kids.

In the old days of letter writing--a dying art--we had plenty of time to rewrite before sealing the envelope, and so flaming letters were far more rare than red-hot emails. And so the brave new world of email could benefit from a civilizing force, a voice that articulates the ground rules online.

Enter Send: The Essential Guide to Email for Office and Home, a new book by David Shipley (an old friend of mine) and Will Schwalbe. Send not only articulates the way to win--or keep--friends online, but offers practical tips on both email etiquette and on the writing style most suitable.

In this witty and wise book Shipley and Schwalbe give essential guidance on vital matters like the politics of using Cc (nobody likes to be left out); when to just reply and when to "Reply All"; the danger of the URGENT subject (too many and you cry wolf); fine-tuning your greetings to fit the relationship (if you use the wrong one, you can lose them at hello); how best to apologize online (put the word 'sorry' in the subject or else the email may never be read).

But Send is far more than Miss Manners for the Web; it's brimming with fascinating insights. For example, now that email has become the way we talk, showing up in person has added impact as the ultimate compliment, signifying that the person, meeting or project has special importance for you.

Years ago a slim volume by Strunk and White, The Elements of Style, laid out the ground rules for good writing; the book became a bible for authors, widely known just as "Strunk and White." Send should make Shipley and Schwalbe the "Strunk and White" for the Web. --Daniel Goleman (

From Publishers Weekly

Despite a subtitle indicating both workplace and domestic e-mail solutions, veteran editors Shipley and Schwalbe get right down to business in the audio edition of their book, shining a bright light on the pitfalls of cyberspace that sabotage careers. Given the brevity of their recording, such focus is practical. Shipley and Schwalbe present their material in an easy conversational style, invoking just enough self-deprecating humor to keep listeners relaxed and grounded without getting off track. They cover a myriad of large and small electronic sins: improper uses of the CC and BCC fields; lack of decorum and deference appropriate to professional relationships; delicate revelations that should only be tackled in a face-to-face encounter; and potentially threatening or offensive language. This is a well-organized defensive driving course for beginners-or recent offenders-traveling the information superhighway in a contemporary office setting. This audiobook belongs on the shelves of resources at college job-placement offices and in corporate training or professional development departments. Simultaneous release with the Knopf hardcover (Reviews, Mar. 26).
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Details

  • File Size: 276 KB
  • Print Length: 290 pages
  • Page Numbers Source ISBN: 0307270602
  • Publisher: Knopf; Revised edition (August 19, 2008)
  • Sold by: Random House LLC
  • Language: English
  • ASIN: B001EL6RSS
  • Text-to-Speech: Not enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #388,246 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
27 of 28 people found the following review helpful
2.0 out of 5 stars A Modest Success June 8, 2007
Shipley and Schwalbe focus on tone. They remind us that communication in person, and to a lesser degree on the telephone, carries with it far more information than words on a screen. Tedious volumes have been written on nuance conveyed by the angle of the speaker's eyebrows, and most people seem to have picked up the concept somewhere. To counteract email's lack of tone, though, Shipley recommends inserting emoticons, those annoying little graphics meant to suggest smiley faces or winks.

Perhaps more helpful are the suggestions to stop, read, and think before hitting the "Send" command: Check your spelling, punctuation and word choice - is your meaning clear? Cut the fluff. Consider your position in relation to the recipient. Avoid frivolous requests or demands. Understand that everything you write can be permanently saved, searched, and sent to others. Learn how to clean up your hard drive, but understand that corporate backups retain copies of every document and porno pic you've ever sent or received -- except for that one essential document you need.

S & S give much attention to the "To," "Cc" and "Bcc" lines. Here's a helpful suggestion: "Never forward anything without permission, and assume everything you write will be forwarded." When responding to an email addressed and/or copied to a group, should you "Reply" or "Reply all"? The social and political ramifications of such questions get quite a few pages.

The emotional content of email gets some ink too. Flame wars are discussed, as well as the wisdom of using email to fire employees or initiate divorce proceedings. The authors argue convincingly that some messages are best delivered in person, despite the personal risk.
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43 of 51 people found the following review helpful
3.0 out of 5 stars Quick Review of Send May 1, 2007
Format:Hardcover|Verified Purchase
Here's a book that has been climbing up the bestseller charts the past week or so--Send: the Essential Guide to Email for Office and Home by David Shipley and Will Schwable.

Guy Kawasaki called the book "the Elements of Style" of email. I don't believe I'd go that far. It isn't exactly a reference you can pick up again and again. There is some how-to, but don't expect to learn how to manage your email or how to use an email program. Once you read the book through, you are done. I am impressed with their blurbage on the book--Bill Bryson says, "This is just the book I've been waiting for."

There is some good information here about when to send email (and when to phone), how to write an email, the pitfalls of emotion in email, and how to avoid legal trouble. But as an experienced email user, I didn't learn anything new in the book--except that maybe I'm guilty of being a little casual in my communications. Hey! Hey! Hey! That's who I am. :-) :-) :-) :-P
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39 of 49 people found the following review helpful
"Send" is smart, timely, entertaining, a good investment -- and, as a reference book, a keeper. It combines the pithy good sense of Strunk & White's "Elements of Style" with the tongue-in-cheek humor of H. W. Fowler's "Modern English Usage" to produce the equivalent of Amy Vanderbilt's "Etiquette" for the e-set.

While most of us take emailing for granted (and, unfortunately, never -- or only rarely -- think about how our message might be received at the other end), David Shipley and Will Schwalbe take us behind the electronic curtain to show us that digital yellow-brick roads might well conceal oodles of anti-personnel devices, most of them of our own unconscious design.

"All ye who enter here..." might do well to stand at the portal to the World Wide Web. Unfortunately, there's no such warning. And so, all of us -- too glibly, too happily, too unreflectively -- bound through without first taking the time to learn some basic do's and don't's.

Shipley and Schwalbe have compiled such a list -- and have provided anecdotes and illustrations aplenty to make digesting that list an eminently enjoyable undertaking. If, for example, you should ever experience "a sudden chill in the ether," you need only turn to page 131 to discover a possible source of the temperature drop between you and your pretended e-pal(s).

While "Five Words That Almost Everyone Misuses" (p. 121) certainly wasn't necessary to any reader who's spent a pleasantly sardonic afternoon with Mr. or Mrs. Malaprop, "This Is Annoying How" is the kind of literary circus act that leaves us gasping with delight.

If you're one of those readers who enjoyed Lynn Truss's "Eats(,) Shoots & Leaves" -- not only for its usefulness, but also for its moxy -- "Send" is your kind of book. If you're NOT that kind of reader, buy it anyway -- it may save (you) a friend.
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14 of 17 people found the following review helpful
Send is an essential primer on email composition, interpretation, etiquette, and practicalities. It serves as a good refresher course for any modern professional or personal computer user, no matter how long you've been using email. Even if you already know the importance of assigning people to the to: vs. cc: lines, what bcc: does, and how to compose a signature block, the anecdotal examples and email/text/letter/phone call decision tree are of benefit to anyone.

I was most impressed by the authors' own example of email correspondence with their editor. They reprint some terse emails with their editor and discuss the two possible interpretations of his tone and wording (each author had a different interpretation; was the editor insisting that they send some progress notes immediately?). The exchange back and forth perfectly illustrates the way emails might be mis-composed or mis-interpreted, setting up the need for this primer.

Send is a short book full of funny theoretical examples such as Bill Gates composing emails from his address, gatesfoundation address, and his address. It's packed with illustrative examples and practical advice about why email is both so fantastic and so troublesome. (Did you know that 70% of calls end up in voicemail? Why not send an email? When should you call instead?) The double-edged sword of email is how fast it can be composed. Email is appropriately used for everything from informal to formal conversation, so one must be cognizant of the larger context of their email composition.

Authors David Shipley and Will Schwalbe remind us to "think before you send" and to "send email you would like to receive." The book is accompanied by an appendix on deciphering email headers, and full index, and bibliographical notes.
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Most Recent Customer Reviews
5.0 out of 5 stars All Your Reviews Make Me Want to Re-Read This Book!
A: I'm learning not to reply as much to flamers.
Of course, Ms. X always gets the last word, even more than I do. Read more
Published on January 27, 2013 by Charles Morgan
2.0 out of 5 stars Great topic, mediocre results
Email is important, and it's great to see someone thinking consciously about how best to use it. Unfortunately, this book doesn't think hard enough. Read more
Published on September 7, 2011 by RoboStephen
5.0 out of 5 stars Makes you think twice before writing an email
This is a very short book, especially considering font. It packs an important message. This message is extremely difficult to permanently learn. Read more
Published on March 30, 2011 by Citizen John
4.0 out of 5 stars Mandatory Reading
This book should be mandatory reading in every high school business curriculum and in every workplace. Read more
Published on January 23, 2011 by Ronni
3.0 out of 5 stars Easy read, some good points
There are some good tips in this book and it was a quick, easy read, but I think most of the tips could have easily been summed up in a blog article. Read more
Published on August 7, 2009 by T. Soroka
4.0 out of 5 stars Informational and Entertaining
It's nice when a "business" book both is interesting to read AND can have the effect of changing your life. Read more
Published on June 25, 2009 by D. W.
5.0 out of 5 stars "Native speaker's" grammar book of e-mail
If you are naturally good at writing good e-mails, how do you teach someone else to compose better e-mails? Read more
Published on September 30, 2008 by readymade
4.0 out of 5 stars Don't give it away, you'll never get it back!
In these days of constant email, anything that helps educate about good email use and etiquette is a good idea in my book. Read more
Published on March 2, 2008 by Mama of 2 boys
4.0 out of 5 stars Short and sweet
... perhaps itself a bit like an email! I personally prefer email for most of my communications, and I think my kind don't get a totally fair shake in this book. Read more
Published on February 23, 2008 by hydrophilic
5.0 out of 5 stars A Must-Own for both the Savvy and the Clueless
This breezy tome will do an excellent job of making a savvy writer from even the most oblivious Luddite. Read more
Published on February 13, 2008 by Scott Coffman
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Topic From this Discussion
This is no "Elements of Style"
The only person who attempts to equate this book with "Elements of Style" is the guest reviewer Daniel Goleman.
Jun 28, 2008 by Barbara L. Lemaster |  See all 3 posts
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