8 steps to ensure that your emails are read and acted upon
Get Action From Email
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We receive an averageof 125 emails eachday…
*from The Radicati Group
…but can only handle50 emails a day.
*from a survey by Harris Interactive
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Your email can be one of the 50 if it is
easy to read and understand.
Craft emails that deliver results by following
8 guidelines
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1. make your SUBJECT work for you
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Instead of:“Proof for Campaign X”
Try:“Proof approval for Campaign X needed by Friday”
“Proof for Campaign X – Approval needed by Friday”
good subjects draw
ATTENTION
Subject: Revisions For Sales Report
can you make this
SUBJECTbetter?
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Subject: Revisions For Sales Report
Subject: Revisions Needed for 5/23 Sales Reports by 6/6
can you make this
SUBJECTbetter?
Why it worksAdd a sense of urgency by clarifying which report needs revision and providing a due date right in the in-box.
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2. evaluate
RecipientsPhoto credit: Free Images, Carl Dwyer
Build trust with recipients and they are more likely
to read your emails.
Remember –
To: For those who need to DO something,
CC: For those who need to KNOW what the recipient is doing.
send email
to those who
NEED IT
ONLY
These need to revise their reports:
• Becky Johnson
• Esther Xu
• John Price
These manage Becky, Esther, and John:
• Karen Jones
• Charles Lee
• Andrew Mclean
Your boss:
• Stu Brant
which recipients should be
COPIED?
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To:
• Becky Johnson
• Esther Xu
• John Price
CC:
• Karen Jones
• Charles Lee
• Andrew Mclean
• Stu Brant
which recipients should be
COPIED?
Why it worksReduce confusion by addressing emails to recipients from whom action is required.Careful consideration of the recipient lines improves response by building trust with your audience.
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3. who should do
WHAT by WHEN
Use ACTION verbs.Active voice is more concise thanpassive voice. It is less open tointerpretation than passive voice.
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Put the subject as closeto the beginning of thesentence as possible.Follow this structure:
Subject, verb, object, modifying phrases or clauses.
clarify the MESSAGE:
Maybe on the attached spreadsheet
could you please take a look at the
format because I don’t think you
have all the information I asked
for.
What your reader seesSubject: spreadsheet
Verb: lookObject: format
clarifiedMESSAGE:
What your reader seesSubject: you
Verb: reviseObject: sales forecast
Please revise last month’s
sales forecast.
4. keep it short and sweet
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George Orwell
If it is possible toCUT A WORD OUT,always cut it out.
Assume that your email will be read on a
smartphone. Can your first 2-3 lines
communicate your message?
Use simple words. Use short, direct
sentences. And don’t forget to choose
action verbs.
which is most
DIRECT?
I read you’re weekly report last week and
I need more information on you’re sales
forecasts for the rest of the year.
Update your previous weekly report and
return it to me.
As soon as possible, the revised
spreadsheet should be sent and maybe take
a look at the format because I don’t
think you have it fashioned properly.
I read you’re weekly report last week and
I need more information on you’re sales
forecasts for the rest of the year.
Update your previous weekly report and
return it to me.
As soon as possible, the revised
spreadsheet should be sent and maybe take
a look at the format because I don’t
think you have it fashioned properly.Why it worksAdverbs and unnecessary adjectives dilute your message. “Previous” remains in the sentence to clarify the needed report, but replacing with the actual dates would improve the clarity of the message.
which is most
DIRECT?
issue a
CALL to ACTIONPhoto credit: StartUp Stock Photos
tell your recipient
what to
DOBe clear and direct
about what you need
from your reader.
Provide any information
or clarification that
your reader may need
before taking action.
Return your updated weekly reports
to me by 6/6.
Include the following information in
the revised spreadsheet:
• List your top 10 target customers
for next year.
• Include revenue and margin
projections for top 10 targets.
• Provide summary sales support
plan for top 10 target customers.
See attachment for examples of
formatting and the level of detail
required.
I read you’re weekly report last
week and I need more information on
you’re sales forecasts for the rest
of the year. Maybe on the attached
spreadsheet take a look at the
format because I don’t think you
have all the information I asked
for. Send the revised spreadsheet
ASAP. Take another look at the
format while your at it.
which has a clear CALL to ACTION?
Return your updated weekly reports
to me by 6/6.
Include the following information in
the revised spreadsheet:
• List your top 10 target customers
for next year.
• Include revenue and margin
projections for top 10 targets.
• Provide summary sales support
plan for top 10 target customers.
See attachment for examples of
formatting and the level of detail
required.
which has a clear CALL to ACTION?
Why it works
1. Providing a due date creates urgency
while allowing your reader to plan
their time.
2. Underling the action and moving it
to the opening sentence provides a
focal point.
3. Placing details in a bulleted list
allows the reader to take action
without waiting for clarification.
6. be POLITE
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PLEASEthank you
Tone is difficult to infer from email. An email that is friendly
and polite is more likely to achieve its goal than one that is
viewed as rude or abrupt. Resist writing when emotional, typing
in ALL CAPS, overusing emoticons , or overcompensating with
punctuation like exclamation points!!!!
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tooWEAK
Hey there!
Maybe on the attached
spreadsheet could you please
take a look at the format
because I don’t think you
have all the information I
asked for.
Thank you so, so much,
Darcy
tooFORCEFUL
THIRD REQUEST!!!!!!!!!
Revise your sales forecast
ASAP. All required details
in previous emails.
Due 6/6 at the latest!!!
Darcy
TRYthis
Hi everyone,
Please revise your 5/23-5/27 weekly
reports. See the attachment for
details on the required revisions.
Return your updated weekly reports to
me by 6/6.
Thank you,
Darcy
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TRYthis
Hi everyone,
Please revise your 5/23-5/27 weekly
reports. See the attachment for
details on the required revisions.
Return your updated weekly reports to
me by 6/6.
Thank you,
Darcy
Why it worksThis email strikes a balance between overly familiar and aggravated. Adding a simple salutation, “please”, and a complimentary close soften imperative sentences.
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spellingpunctuationgrammar
ALLmatter
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Using the wrong word or a misplaced comma
can change your entire message. You also
run the risk of losing credibility if
repeated grammatical errors are noticed by
your recipients.
make your writing
UNDERSTOOD
How many MISTAKEScan you find?
I read you’re weekly report last
week. and I need more information
on you’re sales forecasts for the
rest of the year.
Sandro and Eliza did this for me
last year. There projects was
good. You should as for they’re
help if you need it.
How many MISTAKEScan you find?
Sandro and Eliza did this for me
last year. Their projects were
good. You should ask for their
help if you need it.
I read you’re weekly report last
week. and I need more information
on you’re sales forecasts for the
rest of the year.
I read your weekly report last
week, and I need more information
on your sales forecasts for the
rest of the year.
Sandro and Eliza did this for me
last year. There projects was
good. You should as for they’re
help if you need it.
8 read, review, REWRITE
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Take time to review your email for clarity and tone.
If you can, walk away or do something else before
sending in order to view the text with clarity.
Even professional writers
do not publish
FIRST DRAFTS
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To: Becky Johnson; Esther Xu; John Price; Karen Jones; Charles Lee;
Andrew Mclean; Stu Brant
Subject: Revisions For Sales Report
I read you’re weekly report last week and I need more information on
you’re sales forecasts for the rest of the year. Send the revised
spreadsheet ASAP. Maybe on the attached spreadsheet could you please
take a look at the format because I don’t think you have all the
information I asked for. Sandro and Eliza did this for me last year.
There projects was good. You should as for they’re help if you need
it.
Darcy
REVIEW the original
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To: Becky Johnson; Esther Xu; John Price
CC: Karen Jones; Charles Lee; Andrew Mclean; Stu Brant
Subject: Revisions Needed for 5/23 Sales Reports by 6/6
Hi everyone,
Please revise your 5/23-5/27 weekly reports and return them to me by
6/6.
Include the following information in the revised spreadsheet:
• List your top 10 target customers for next year.
• Include revenue and margin projections for top 10 targets.
• Provide summary sales support plan for top 10 target customers.
See attachment for examples of formatting and the level of detail
required.
Thank you,
Darcy
COMPARE the revision
The revision works because it follows the
8 guidelines
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DON’T forget…
DON’T forget…
1. Make your subject work for you
2. Evaluate recipients
3. Who should do what by when
4. Keep it short and sweet
5. Issue a call to action
6. Be polite
7. Spelling, punctuation, and grammar all matter
8. Read, review, rewrite
Photo credit: StartUp Stock Photos
write CLEARLYand your email willget action.
Please don’t make yourreader struggle tounderstand you!
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