In today’s fast-paced digital world, crafting an email that cuts through the clutter, grabs attention, conveys information accurately and effectively, and produces your desired results is a valuable skill.
On average, knowledge workers receive about 126 emails per day, according to a 2020 study by the Radicati Group. That number is likely higher today. Additionally, a widely referenced 2015 Microsoft study revealed that the average adult attention span decreased from 12 seconds in 2000 to around 8 seconds in 2013. While attention spans vary among individuals and factors such as age and environment play a part, it’s possible that the average attention span has decreased even further a decade later.
When you combine large volume, short attention spans and how busy everyone’s life is, it’s safe to say that people aren’t spending much time reading your message. So, it’s critical that you make your point(s) quickly and effectively.
Spoiler Alert
What I’ve outlined below isn’t mysterious or incredibly difficult, but it does take more time… for you, not the reader. In fact, the time you invest in writing a more effective email demonstrates that you respect the reader’s time. The reward is when you get your message across and inspire the desired results.
I would have written a shorter letter, but I did not have the time.
– Mark Twain
People Don’t Read; They Scan
With countless emails flooding our inboxes, it’s crucial to master the art and science of writing an effective email. Here are a few valuable techniques to help you write brilliant emails that make an impact.
Get Clear – Before typing a single word, define the purpose of your email. Are you providing an update, requesting information or seeking action? Clearly outline your objective to maintain focus throughout the email.
Craft a Compelling Subject Line – With your purpose in mind, capture attention from the start by choosing a single word that conveys that purpose. Make that word the first one in your subject line and write it in all capital letters. (e.g., ACTION, DECISION, REQUEST, QUESTION, INFO). You could also include the word URGENT before some words but use that sparingly and only when it’s warranted. This simple technique helps the reader prioritize your message.
Following the first word, write a concise subject line – using initial casing – that piques curiosity and reflects the email’s content. Avoid clickbait tactics; instead, convey the key benefit or highlight the urgency of your message.
Finally, if you require a response by a specific date, include that in parenthesis. This helps the reader with initial prioritization as well as if s/he leaves the email in their inbox and refers to it later.
Examples:
- ACTION – Please Review the 2023 Budget (by Oct. 12)
- DECISION – Buy or Sell, You Have Three Days (June 15)
- INFO – Project X is on Track, with One Exception
Embrace the Power of Conciseness – Expert analysis shows what we all know intuitively: Shorter emails have higher engagement. Trim unnecessary words. Don’t use two words when one will do. (e.g., use “before” instead of “prior to”) Use bullet points, subheadings and numbered lists to make your email scannable and easier to digest.
RELATED >> To keep your copy simple, refer to the Plain English Campaign’s How to Write in Plain English and The A-Z of alternative words.
Prioritize the Most Important Information – Place critical information in the first few lines to ensure it’s seen, even if the recipient skims the email. State the purpose, highlight key details, and include clear calls to action.
Personalize and Tailor Your Tone – First, connect with your recipient by addressing them by name. Write in the first person and use a conversational tone to sound like a real human talking by sprinkling in a few contractions. Avoid jargon and use simple language to make your message accessible and relatable.
Use Visuals Sparingly – While visuals can enhance an email, overusing them can distract or overwhelm the reader. Choose visuals strategically, ensuring they add value and reinforce your message.
Keep it Relevant and Actionable – Stay focused on the main topic and avoid unnecessary tangents. Provide context but avoid excessive background information. End each section with clear action steps or questions to elicit a response. If you’re compelled to provide background info, consider including a section titled “Dig Deeper” with a simple description and link to another document / resource.
A Word About Hyperlinks – Studies show that a reader’s eye will naturally gravitate toward a hyperlink. Many are even compelled to click on the link even before they know where it will take them. Attaching a hyperlink to “click here” text adds little value. Instead, attach your hyperlink to the title of the document / page of the hyperlink’s destination. With this strategy, the reader won’t have to read before or after “click here” to know where the hyperlink will take them; they’ll know instantly and can make better decisions and save time.
Proofread and Edit – Make a strong impression by ensuring your email is error-free. Proofread for grammar, spelling, and clarity. Edit ruthlessly, removing redundant phrases and refining your message for maximum impact.
Email Signature
When closing and signing my email, I prefer a friendly approach. “Have a great week,” “Until next time,” “Looking forward to hearing from you,” even “Cheers” works for me.
After I sign using my first name, I also include my full name and contact details. That’s standard stuff.
Additionally, I add some mice type below my contact details that sends a message about how I view email in the context of other things. Just because I sent you an email after hours or on your day off doesn’t mean I expect you to answer it immediately. You have your own sense of agency, and I respect that.
Here’s the copy I use: Please know that I honor and respect boundaries around personal time, wellbeing, caretaking and rest. Should you receive a message from me during a time that you’re engaging in any of the above, please protect your time and wait to respond until you’re next working. Prioritize joy, not email, when and where you can.
Please feel free to use that copy as is or refine it as you wish. It will bring me joy knowing that more people prioritize other things in life over email.
Parting Thoughts
Writing an effective email that conveys information and gets results is an invaluable skill in our fast-paced world. By applying some simple and repeatable techniques, you can captivate your audience, increase engagement and achieve your desired outcomes.
Embrace clarity, brevity and relevance in your emails, then watch your communication become more impactful than ever before.
Dig Deeper: For those interested in more ways you get your point across — quickly and clearly, download Axios HQ’s guide titled “How to optimize an essential communication.”