【HR术语】什么是书面警告？（What is a written warning?）
什么是书面警告？
书面警告是雇主就员工的行为或绩效问题向员工发出的告诫。通常情况下，雇主在发出一次或多次口头警告后才会发出书面警告。
书面警告的目的是什么？
书面警告正式列出一个人的不当行为和相应的后果。警告反映了情况的严重性，同时也提供了时间和支持，以帮助专业人员改进。如果雇主确实需要解雇此人，书面警告可作为证据和理由。
警告员工的正确方式是什么？
在发出书面警告之前，先对其进行口头警告。您可以通过电话或在有其他经理在场的会议上这样做。如果问题仍然得不到解决，才考虑发出书面警告。您可以通过电子邮件发送书面警告，也可以通过人力资源部门或在私人会议上传达。
员工警告通知应包括哪些内容？
在撰写警告时，要确保简洁明了，对每项违规行为进行说明并编号。警告内容应包括：
发生日期
主管姓名
人力资源代表姓名
职位名称
专业人员姓名
最近口头警告的简要说明
希望采取的改变行为的行动
未能达到预期的后果
公司关于警告期限（通常为 12 个月）和在员工记录中保留期限（通常为 6-12 个月）的政策
上诉选择
书面警告的例子有哪些？
雇主通常会对以下情况发出书面警告：
屡次迟到或根本不上班
使用脏话或不当语言
骚扰
工作表现不佳
滥用公司财产
违反安全程序
向员工发出书面警告有哪些技巧？
起草和传达书面警告的方式会直接影响到个人和雇主。让我们来看看发出有效和专业警告的六个步骤：
用清晰的语言陈述违规行为。这可以确保每个人都能理解违规行为，并避免任何法律上的混淆。
将违规行为与员工手册中的相关公司政策直接联系起来。
尽快记录违规行为。与几周后写成的文件相比，事发当时写成的警告具有更高的法律效力。
无论警告的内容是什么，都要坚决执行--无论是解雇还是对持续的不良行为再次发出警告。
确保一致性和透明度，使每个人都受到平等对待。
如果相关，应审查 CBA（集体谈判协议），并邀请工会代表在发出警告时在场。
为什么书面警告应成为现代人力资源战略的一部分？
设定界限对工作场所关系至关重要。通过纳入书面警告，人力资源部门可以设定明确的边界线，让员工知道自己何时越界，何时需要改正。书面警告使公司能够建立并维持工作场所标准，同时也给员工机会改善不良表现或行为。
以下为文章原文：
What is a written warning?
A written warning is an admonition employers give staff members concerning behavior or performance issues. Typically, employers send a written warning only after giving one or more verbal warnings.
What is the purpose of a written warning?
A written warning formally outlines a person’s misconduct and the corresponding consequences. The warning reflects the seriousness of the situation while also providing time and support to help the professional to improve. If the employer does need to let the person go, the written warning serves as evidence and grounds for termination.
What’s the proper way to warn an employee?
Before issuing a written warning, address the person with verbal warnings. You can do this over the phone or in a meeting with another manager present. If the issue still doesn’t resolve, only then consider a written warning. You can send the written warning by email, deliver it through HR, or during a private meeting.
What should you include in an employee warning notice?
When writing a warning, make sure it’s concise and straightforward, stating and numbering each infraction. The warning should include:
Date of occurrence
Supervisor’s name
HR representative’s name
Job title
The professional’s name
A brief account of the preceding recent verbal warnings
Expected actions to change conduct
Consequences for failing to meet expectations
Company policy regarding the warning’s time frame (typically 12 months) and the length of time it remains on the employee record (usually 6-12 months)
Option for an appeal
What are some examples of written warnings?
Employers typically send written warnings for:
Repeatedly arriving late or not at all
Using profanity or inappropriate language
Harassment
Poor work performance
Abusing company property
Violating safety procedures
What are some tips for giving written warnings to employees?
The way you draft and deliver a written warning directly impacts the person and the employer. Let’s look at six steps you can take to issue effective and professional warnings:
State the infraction in clear language. This ensures that everyone understands the transgression and avoids any legal confusion.
Draw a direct connection between the violation and the relevant company policy found in the employee handbook.
Document the infringement as soon as possible. Warnings written at the time of the occurrence have higher legal standing than documents written up weeks later.
Follow through with whatever the warning says—whether that’s termination or giving another warning for continuous poor conduct.
Ensure consistency and transparency so that everyone receives equal treatment.
If relevant, review the CBA (collective bargaining agreement) and invite a union representative to be present when giving the warning.
Why should written warnings be a part of modern HR strategy?
Setting boundaries is essential for workplace relationships. By incorporating written warnings, HR can set clear boundary lines that show people when they’ve crossed a line and need to clean up their act. Written warnings enable companies to establish and maintain workplace standards while also giving their staff the chance to improve poor performance or behavior.
电邮营销趋势：要使用个性化电子邮件[摘要]为了胜过竞争对手，真正充分利用好个性化，就需要对市场进行细分。把收件人以更小的列表进行分组，能够更好的测试特定人群对公司产品的反映。
云邮件服务供应商Mailjet在成立四年多的时间里，已在全球拥有了超过2.5万用户。该公司美国集客营销业务负责人丹尼丝·陈（Denise Chan）日前撰文，告知客户应如何把握电子邮件营销趋势，使用更好的手段进行营销。
以下为文章内容摘要：
随着天气的逐步回暖，人们按照惯例开始大扫除，厚厚的防寒冬衣也会被收整起来。电子邮件营销方案也应当注意到这一年度惯例。在设法提高认识，或是寻找新用户或客户时，花一些时间来重新评估企业的惯例做法，这一点至关重要。
你的仪表板中是否杂乱无章的填满了关键绩效指标？或是否正忙于诸多数个月未曾使用的测试工具？正因为如此，企业的电子邮件营销活动特别需要跟上最新的趋势，并时常进行更新。根据对美国和欧洲300家营销主的调查，Mailjet编辑了一份全球“热门或冷门”榜单，帮助用户规整和改进电子邮件营销方案。
热门：HTML
在Mailjet的调查中，德国营销主把HTML编辑器列为首选电子邮件营销工具。虽然通过WYSIWYG编辑器编辑的电子邮件更容易被用户掌握使用，但是不支持后端代码变化，让其很难赶上样式的变化。如果不引起注意，这将会导致在接受者的收件箱内出现错误。
HTML在设计上的弹性是一项巨大的优势。用户能够预先知道自己的能力和限制。举例来说，Gmail在电子邮件的页眉和页脚就不支持CSS风格的标签。
如果能够熟练使用手编代码电子邮件，或是团队有人恰巧精通代码，那么就可以高枕无忧。如果不是这样，类似Code Academy这样的工具能够帮助用户学习代码语言结构。
冷门：发送邮件不需要测试反应
我们未来将会看到的一种趋势，是无答复的电子邮件将会减少。没有什么借口在在向用户发送电子邮件之前，不对如何展示电子邮件进行测试。可以通过向同事群发测试邮件，或是通过Litmus这样的工具来完成测试。如果是手动进行测试，就需要确保发送的电子邮件能够被所有的电子邮件客户端（Gmail、Yahoo、Outlook、Hotmail、Apple Mail）和屏幕（计算机、手机和平板电脑）收到。
热门：个性化的电子邮件
在法国，当进行电子邮件推广时，营销主在选择何种工具时首先考虑的会是个性化。
为了胜过竞争对手，真正充分利用好个性化，就需要对市场进行细分。把收件人以更小的列表进行分组，能够更好的测试特定人群对公司产品的反映。根据2014年DMA的调研，760%的电子邮件营收增幅来自于2013年细分的电子邮件。美国东海岸的人群或许要比西海岸的人群更频繁的收电子邮件。其它需要测试的潜在细分市场包括：
年龄：年龄在25周岁至34周岁的消费者，更可能会使用手机上网。向这部分用户发送电子邮件，应当带有移动独有内容。如可借助地理位置进行推广活动，当用户访问实体店时才能获得相应优惠。
兴趣：按照谁访问插页来细分用户，并向这部分用户发送电子邮件推广产品集成。
产品用途：向经常使用公司产品的用户发送电子邮件，邀请他们在社交媒体上推广公司产品，发表他们对产品的体验，并可向好友发送优惠码。
冷门：通用的电子邮件
另一方面，我们发现标准电子邮件已不再流行。一些企业已经直截了当的表示，没有一位客户还接收同样内容的邮件。
虽然不是所有人有基础设施和资源来个性化电子邮件，但是这一点已成为所有人的渴求。
如果开始打算这样做，首先要对用户进行分类，然后分别开展推广活动。随着公司规模的成长，要进一步细化用户分类。最终，企业将能够使用到更多自动化的解决方案。
热门：电子邮件追踪和报告
在过去的一年间，美国营销主使用电子邮件追踪和报告要比德国和法国营销主多出10%。电子邮件追踪应当会被普遍使用。电子邮件追踪能够帮助营销主掌握消费者对不同的内容做出什么样的反应，并能够把那些不参与电子邮件活动的消费者剔除出发送名单。
冷门：偶尔进行测试
许多营销主都害怕测试，认为这需要太多的时间和资源。
但是小规模的进行测试仍能够发现有深远影响的结果。一些电子邮件服务提供商甚至提供了嵌入式的二选一测试工具，让用户用不了多长事件便能够进行测试。
在每一次推广活动中建立模型进行小范围的测试，这就像是“我认为在晚间发送电子邮件有着更高的点击率”一样简单。本着通过每一次推广活动积累经验的心态，能够帮助改进与每一封已发出电子邮件之间的联系。（无忌）
The email hot or not list
As temperatures rise, it’s time to engage in the age-old tradition of spring cleaning, bidding farewell to those bulky winter items. Your email marketing program should take note of this annual ritual too. It’s just as important to take a moment to re-evaluate the practices your company is following when trying to raise awareness, or find new users or customers.
Is your dashboard cluttered with KPIs? Or maybe you’re buried under a number of testing tools you haven’t used in months. As part of this effort, your email marketing campaigns in particular deserve to be kept up-to-date on the latest trends and to be refreshed every now and then.
Based on a survey of 300 marketers in the US and Europe, we’ve compiled a global “hot or not” list to get you started on decluttering and revamping your email marketing efforts this spring.
HOT: HTML
Margins, padding and style properties are THE thing. In our survey, German marketers rated the HTML editor as their email marketing tool of choice.
They’re onto something. While building an email through a WYSIWYG editor is more user-friendly, it’s harder to catch styling changes that cause unsupported code in the back-end. If left unnoticed, it can render incorrectly in the recipient’s inbox.
The flexibility of designing in strictly HTML is a huge advantage. You know your capabilities and limitations up front. For example, Gmail does not support CSS style tags in the header and footer of emails.
If you currently hand-code emails or are fortunate enough to have a member of your team well-versed in code, pat yourself on the back, thank your developer and breathe a sigh of relief. If not,tools like Code Academy can get you started on learning the structure of coding language.
NOT: Sending without testing for responsiveness
A trend we’ll (hopefully) see less of in the future are non-responsive emails. There’s just no excuse not to test how your email displays before it lands in an inbox. This can be done either manually, by sending test emails to a selected group of coworkers or through a tool like Litmus or Email on Acid. If testing manually, you’ll want to be sure you are sending to all major email clients (Gmail, Yahoo, Outlook, Hotmail, Apple Mail) and screens (computer, mobile, tablet).
Over time, you’ll begin to pick up on each client’s distinct way of rendering as well. Recently, I sent my first email campaign with an emoji in the subject line and learned that most major email clients support emoji display with the exception of Outlook 2003.
HOT: Email with a human touch
In France, marketers rated personalization as their go-to tool when creating email campaigns.
To one-up your competitors and really get the most out of personalization, pair it with segmentation. Grouping recipients into smaller lists helps better test how certain demographics respond to your product. According to a 2014 DMA study, a 760% increase in email revenue came from segmented emails in 2013. Maybe you’ll find East Coast recipients like to receive email more frequently than West Coast. Some other potential segments to test:
Age – Consumers ages 25 – 34 are more likely to access the Internet through their phones. Email customers ages 25 – 34 with mobile exclusive content. Leverage geo-location by sharing a promotion that can only be unlocked when visiting your brick-and-mortar store.
Interest – Segment out customers who visited your plugins page and send them an email promoting your product integrations.
Product Usage – Email a customer who regularly uses your product and invite them to promote your product on social media by tweeting about their experience or offer a promo code to refer a friend.
Remember the content that each group responds to and continue to build on these preferences to make the conversion process as seamless as possible.
NOT: One message fits all
On the other hand, something we’ve been seeing go out the door is standardized messaging. Some companies have even gotten to the point where no single customer receives the same content as another (Gilt and Amazon are two known e-commerce pros that do this).
While not everyone has the infrastructure and resources to personalize to this level of granularity, it’s certainly something to aspire to.
If you’re just starting out, first find a basic segment in your user base to split your campaign with. Continue to slice your list into these segments as your company grows and eventually you will be able to put a more automated solution in place.
HOT: Email campaign tracking and reporting
U.S. marketers have used email campaign tracking and reporting 10% more than German and French counterparts in the past year. I believe tracking is really something that should be universally adopted. Email tracking helps marketers learn how customers respond to different pieces of content, and also when to remove customers who have opted in but aren’t engaging with emails.
Don’t let your hard work go to waste – check to see if your email service provider automatically adds tracking tags on your links, if not, you can tag your links using Google Analytics’ URL builder and measure your click-through rate there.
But really, the neatest thing about tracking the opens and clicks of email campaigns is understanding what role email plays in your overall conversion funnel. Does it drive engagement to other social channels? Or, which purchases are customers most frequently considering?
Looking at the bigger picture helps identify the best way to use email and have it drive value long after that first click.
NOT: Testing sporadically
Many marketers dread testing, thinking that it takes up too much time and resources.
But you can start small and still find impactful results. Some email service providers even have built-in A/B testing tools that allow you to set up a test in just a matter of minutes.
Make it a practice to build a hypothesis into each campaign, it can be something as simple as “I think sending at night will drive a higher click-to-open rate.” Being in the mindset to learn from each campaign can help you improve communication with each email sent.
These ‘hot’ trends will help your marketing program spring forward by allowing you to work smarter, not harder.
来源：TNW
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电子邮件
2015年03月17日
电子邮件
Outbound：帮助企业通过电子邮件和移动设备向客户发消息
随着移动革命的来临，无论客户身处何地，企业都需要与他们建立联系，这便需要企业在电子邮件之外寻找一种新的营销手段。Outbound 是一家获得 Y Combinator 投资的创业公司，希望可以帮助营销人员开展新形式的营销活动，而不是仅限于“打开页面和点击链接”。为此，Outbound 将帮助营销人员借助于专门针对移动设备优化的手段，比如说推送通知、短信、甚至是应用内消息，最终与客户建立联系。
Outbound 的联合创始人 德鲁维卡兰·梅赫塔（Dhruvkaran Mehta）和 乔什·维斯伯格（Josh Weissburg）在实际的工作中曾遭遇过上述问题。两人此前在一家名为 Getaround 的汽车分享公司共事，维斯伯格专注于解决与用户互动的问题，而梅赫塔则作为工程师参与推动用户增长的项目。
维斯伯格解释说，他在 Getaround 面临的一大挑战是，如何说服在 Getaround 注册的车主完成创建个人简介的过程。由于步骤十分复杂，有些车主留下的信息并不全面。在这种情况下，他需要与这些客户取得联系，无论他们当时身处何方——无论在网上或是在外办事——鼓励他们采取下一步行动，完成个人简介的创建过程。
据维斯伯格介绍，创建这种针对性营销活动，与各行各业的客户建立接触，从工程学角度讲是一件非常痛苦的事情。但正是由于这种经历，维斯伯格和梅赫塔才有了开发一款新产品的想法，让非技术人员（如市场营销人员）更轻松地发出针对性消息，然后了解哪些消息管用，哪些消息不管用。
2013 年夏天，两人开始打造一项服务（即 Outbound 的前身），不仅允许营销人员实现营销活动自动化，而且还能基于具体的触发机制向用户发送信息，同时还针对自身和控制组发起多个营销测试活动。
梅赫塔解释说：“随着企业意识到人们向移动设备的转移，而他们的大部分收入也来自于移动领域，他们必须要开始与这些受众进行互动，让这些人总是留在自己的移动产品上。但现实情况是，许多适用于电子邮件的技术真的不适合推送通知…我们认为，从根本上讲，即便发送的消息数量更少，但只要质量更高，企业仍可以赚到更多钱。”
这就是说，企业需要一种解决方案，这种方案不仅在有关营销自动化的问题上，将移动当作“一等公民”，而且还能帮助企业发现哪种是覆盖这些受众的最佳方案，然后分析他们的任务是否得到满足。
例如，使用 Outbound 服务的企业不需要让客户打开电子邮件并点击链接，而是试图让客户填写完整的个人简介，增加支付信息，完成注册流程，填写缺失的信息，对帐号进行升级等等。
有了 Outbound 的服务，营销部门人员就不需要坐下来就创建消息平台的问题，与公司工程团队进行长时间讨论，或是诉诸于昂贵的营销自动化软件——这种软件也不能满足他们多渠道战略的需要。相反，营销人员可以上网登录 Outbound 的网站，立即开始创建他们想要的营销活动，填写相关信息，包括他们希望用户做什么以获得回报，以及希望以哪种方式（如推送、电子邮件和短信）与这些用户建立联系。
在举办了营销活动以后，营销人员还可以在 Outbound 网站上实时了解活动效果，以及追踪历史数据和趋势。
Outbound 在 2014 年夏天最早推出了这种服务，但当时它更多专注于渠道消息。今年早些时候，Outbound 进一步扩大了服务范围，开始支持更复杂的逻辑和 A/B 测试。根据客户规模的不同，Outbound 的服务价格最低为每个月 149 美元（向 2000 活跃用户发信息），最高为每个月 899 美元（向 3 万活跃用户发信息）。（Outbound 的服务价格根据客户需要送达信息的活跃用户数量而定，而不是基于发送的消息条数。）
到目前为止，Outbound 已与 16 家公司建立了合作，其客户的业务主要涉及教育、金融服务和卫生保健等领域，其中包括 HealthLoop、uBiome、eTherapi、GetSmarter 和 Omada Health 等公司。
Outbound 总部设在旧金山，目前获得了 150 万美元的融资，除了 Y Combinator，投资方还包括 Subtraction Capital 的保罗·威拉德（Paul Willard）、InterWest Partners 的道格·佩珀（Doug Pepper）、Correlation Ventures 的特雷沃·基恩兹勒（Trevor Kienzle）以及 YCombinator 的加里·谭（Garry Tan）和亚历克西斯·欧海宁 （Alexis Ohanian）等。
YC-Backed Outbound Helps Businesses Message Customers Over Both Email And Mobile
With the shift to mobile devices, businesses today have a need to reach their customers wherever they are – and that includes marketing to their customers outside of email alone. A Y Combinator-backed startup called Outbound wants to help today’s marketers run campaigns that go beyond just tracking “opens and clicks,” and can also reach customers using mobile-friendly channels like push notifications, SMS and even in-app messages.
The problem is something with which Outbound’s co-founders, Dhruvkaran Mehta and Josh Weissburg, are personally familiar. The two previously worked together at the car-sharing companyGetaround, where Weissburg was focused on activation and Mehta was the engineer who worked on growth alongside him.
At Getaround, one of the challenges Weissburg faced was getting car owners who were listing their vehicles on the service to finish the process of creating their profile, he explains. People would get stuck on different steps and would just drop off. He then needed to be able to reach these particular customers wherever they were at the time – on the web or on mobile, for example – and encourage them to take the next action needed to complete the process.
Setting up these targeted campaigns to reach the customers in question across the various channels was a huge pain on the engineering side, says Weissburg. But the experience gave them the idea to build a product that would make it easier for non-technical people – like marketers – to more easily send out these sorts messages, and figure out what works and what doesn’t.
In summer 2013, the two began building what has now become Outbound, a service that not only lets marketers automate campaigns and send out messages to users based on specific triggers, but also test multiple campaigns against each other and a control group, among other things.
“As businesses realize that populations are moving mobile and most of their revenue is coming from there, they need to start engaging those audiences and keep people coming back to their mobile properties,” Mehta explains. “But what happens is that a lot of the techniques that apply to email are not really applicable to push notifications…We believe, fundamentally, that companies can make more money by sending fewer, but better messages,” he adds.
That is, the businesses need a solution that not only treats mobile as a first-class citizen when it comes to marketing automation, but also helps the business figure out what’s the best means of reaching those customers and then measuring if their goals were met.
Instead of just getting customers to open an email and click a link, for example, a business using Outbound may be trying to get users to complete a profile, add payment information, finish a sign-up process, fill in missing information, upgrade an account, and so on.
With Outbound’s service, marketers don’t have to sit down and have lengthy conversations with their company’s engineering team to build out their messaging platform, or turn to sometimes expensive marketing automation software that can fail to address their need for a multi-channel strategy. Instead, marketers can go online to Outbound’s website to start immediately creating their desired campaign, including information like what user actions will kick it off, what they want users to do in return, and how (e.g. push, email, SMS) they want to reach those users.
The service then returns a “to do” list customers can bring to their developers that tells them the exact API calls to make. Or, in the case of those who are already sending their data to the online hub at Segment.com, using Outbound is only a matter of toggling a switch to turn it on.
After the campaigns are running, marketers can watch the results in real-time on Outbound’s online dashboard, as well as track historical data and trends.
The company first launched its service publicly in summer 2014, at which time it was focused more on funnel messages. Earlier this year, however, it expanded to include support for more sophisticated logic and A/B testing. Pricing for the service ranges from $149/month (2,000 active users) to $899/month (30,000 users) depending on company size. (The pricing is based on the number of active users being messaged, but not how many messages are sent out.)
Today, Outbound is working with 16 companies including those in the educational space, financial services, and healthcare in particular. Some of its customers include HealthLoop, uBiome, eTherapi, GetSmarter, and Omada Health, to name a few.
San Francisco-based Outbound is backed by $1.5 million in funding from Y Combinator, Paul Willard of Subtraction Capital, Doug Pepper of InterWest Partners, Trevor Kienzle from Correlation Ventures, plus YC’s Garry Tan and Alexis Ohanian.
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