How to Write Effective E-mails
Alistair RaperAlistair Raper
Objectives for today’s session
Three simple objectives
1. How to create the right ‘voice’ for your e-
2. How to write in a simple and easy to
understand manner
3. How to persuade and influence people
through short and compelling sentences
So, what is the problem?
Writing e-mails
So, what is the problem?
• Nobody reads them!
• We haven’t got time to think about emails
How many e-mails are sent
each day?
• Reports vary, but there is some
interesting data from the Radicati
Group, re-produced courtesy of Group, re-produced courtesy of
Mashable Infographics
• We are likely to check our e-mails
every…….?
1.5 Minutes
However…
Consequences of poor e-mails
• If you have a reputation for poorly written e-mails, the
reader is likely to think “I will read them later”
• “Read them later” will often turn into “Read them –
never”never”
• Therefore your intention to advise, inform or influence is
lost
And, put simply, poorly written e-mails make
the reader judge the author – and the
organisation which he or she represents!
What defines a poor e-mail
1. Too long
2. No structure
3. Confusing messages
4. Rudeness
5. Blocks of text
6. Errors
The 4 Cs
And what do readers want?
The 4 Cs
• Courteous
• Clear
E-mails should be…
• Clear
• Co-operative
• Correct
Start with a voice!Business-like, positive humorous, off-beat,
serious, familiar, intellectual…
How to achieve the 4 Cs
You can choose whichever suits your
brand
Most business e-mails are going to be
‘business-like’
Now think about the 4 Cs
Courteous• Use an appropriate greeting
• Be polite throughout – use ‘please’ and ‘thank-yous’
• Don’t get angry or sarcastic
• Take a deep breath!
• Finish with an appropriate valediction
� Dear Mrs Smith
� Good afternoon Mr Roberts
� Hi Alistair (Informal)
Greetings
� Hi Alistair (Informal)
� Avoid just using a person’s name
� Don’t use ‘nothing’
� No over-familiar greetings such as
‘G’day matey’
� Yours faithfully or Yours sincerely
(formal)
� Best regards, Kind regards
� Yours truly
Valedictions
� Yours truly
� Avoid ‘nothing’
� Be careful with over-familiar endings
such as ‘cheers’
� ‘Your most humble and obedient
servant!’
The second ‘C’
Clear• Often people write as they speak
• Clarity will benefit from ‘editing’• Clarity will benefit from ‘editing’
• Keep your sentences short – a line and a half
• Keep paragraphs to three sentences
• Keep e-mails to three main paragraphs
• (with a courtesy line to start and a
• co-operative line to finish)
• Every piece of written work will benefit from an edit
• Aim to take out 25% from your first draft
• Then a further 10% from your second draft
Editing
• Remove: adverbs, adjectives, conjunctions, padding,
unnecessary punctuation and tautology
– they all clutter your sentences
• Read it aloud
• Have someone else check it over
Adverbs
Quickly, clearly, absolutely, certainly
Adverbs, Adjectives,
Conjunctions
Adjectives
Blue, strong, happy, thoughtful,
Conjunctions
And, but, or, for, nor, so
• Forward planning
• Advance reservations
• In my personal opinion
Tautology
• In my personal opinion
• Added bonus
• Short summary
• Free gift
The third ‘C’
Co-operative• Readers respond positively when a writer is offering help
• Use the words ‘you’ and ‘yours’ – this creates a relationship• Use the words ‘you’ and ‘yours’ – this creates a relationship
• Offer help and support – especially at the end of the e-mail
• Even when it is an e-mail describing bad news
• The most popular – “If there is anything we can do
to help you further, then please do not hesitate to
contact me.”
• Please do not hesitate to contact us
• If you would like further information,
then please visit…
• We will ensure that your replacement
Co-operative terms
• We will ensure that your replacement
part is delivered on xx/xx/xx
• Your dedicated account manager is
Sarah Jinks. Her telephone number is
….. Her e-mail is….
NB Don’t ‘Under-promise and over-deliver’. Research
indicates that customers just want you to do what you
say. Neither too early or too late.
The 4th ‘C’
Correct• Even small errors can make people judge you
• Make time to proof-read your work• Make time to proof-read your work
• Use the spell-checker but DO NOT rely on it
• Check calculations, telephone numbers, e-mail
addresses and other factual content
• Check punctuation and grammar
• For VIP e-mails – proof-read backwards
Mrs Harris
The order you placed was lost in our sytem, The item is
processed today and will be dispatched in a few weeks. We
will need a replacement orderform and a second signature.
The dispatch team will prroces your payment and delvery
An example
The dispatch team will prroces your payment and delvery
charge when they return on Monday. Please note that the
colour you ordered has now been withdrawn. The item will
be dispatched in an alternative colour
DB Johnson
Dear Mrs Johnson,
Thank you for your recent e-mail. I can fully appreciate your frustration and
disappointment, and I would like to offer my sincere apologies for all the
inconvenience this must have caused.
Unfortunately, your order appears to have gone astray in our system. As a
result, the colour you wanted is no longer available. However, I have made a special request to our production team, and am delighted to say that they
will create a bespoke order in the exact colour and size you wanted.
Dispatch will take place on the xx/xx/xx, and you will receive your order on xx/xx/xx. As a gesture of goodwill, I have also added a voucher for £50. I
hope you will enjoy this.
If there is anything further I can do, then please do not hesitate to contact me.
With my best regards,
Sebastian Jones
Senior Dispatch Manager 07711 25441
By making your e-mails correct, clear, courteous and co-
operative, your readers are much more likely to do three
things:
Influence
1. Read your e-mail
2. Read it to the end!
3. Take note of what you are saying and act upon your
recommendations
Objectives for the session
Three simple objectives
1. How to create the right ‘voice’ for your e-
2. How to write in a simple and easy to
understand manner
3. How to persuade and influence people
through short and compelling sentences