How to Write Email that Has Impact: Start Strongly

This lesson is from the online Business Writing Center email training course, Writing Effective Workplace Email. It explains how to write an email introduction that will ensure the reader understands what is in the email, why it is important, and what to do next. The lesson is taken from the Business Writing Center email course Writing Effective Workplace Email.

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The Importance of the Email Introduction

The beginning of an email is the most important position because it prepares the reader for the rest of the email, sets the tone, and has impact. Use the strategies explained in this lesson to write introductions that will give your emails impact and make them successful in accomplishing your objectives.

Write a Salutation

Open with a courteous greeting called a “salutation.” The salutation dates back to the Middle Ages when it was used to help the sender secure the goodwill of the receiver. Then, it might have been something like “My most dear and cherished friend, always on my mind and in my heart . . .” and on and on. Today that has been reduced to “Dear,” thankfully. “Dear” remains the standard salutation even though the person to whom you’re writing is usually not dear to you, and may be notably non-dear to you. The trend in emails is to begin with a natural, conversational opening, such as “Hello” or “Good morning.” You may choose to use the traditional “dear” or any of the other more conversational openings. However, do write something at the beginning, followed by the person’s name. Follow these general guidelines for the salutation:

1. Address the individual by name; don’t just use “Hi” or “Sir.”
2. You may choose to use just the person’s name without “hello” or “dear” if you know this reader will not feel you are distancing yourself by doing so.
3. Use capitals for the initial letter of the first word of the salutation and the first letter of the person’s name.
4. Keep the salutation in the top left corner.
5. End the salutation with a colon for formal emails, a comma for informal.
6. You may include proper titles like “Mr.” or “Ms.” if the formality of your relationship with the person warrants it. You may simply use the person’s first name if you’ve had previous correspondence or know the person well.
7. Skip one blank line between the salutation and the first line of text.

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Writing Effective Workplace Email

An email writing course that teaches how to write email that is so clear it cannot be misunderstood.

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Writing Clear, Effective Email Self-Study

This email writing course has all the essential skills you need to write clear, effective business email with clear explanations you can read on your own.

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Writing Customer Support Messages

The Business Writing Center developed this customer-support email course with a call-center consulting firm to teach support reps how to write clear support messages.

Introduce Yourself

If you don’t know the reader, introduce yourself using information relevant to the message. If you are writing to a customer, state your name, position, and, if relevant, your duties in the company. Of course, for most emails, the reader will know you. You don’t need to introduce yourself.

Write the Context

After the salutation (or your introduction if you include one), state the context:

1. Why is the reader receiving this now?
2. What is the problem that led up to this?
3. What are the circumstances that required this email?
4. What did the receiver request that the sender is now fulfilling?

Include enough to make sure the reader knows the situation. Don’t assume the reader remembers significant facts. Explain all that is necessary to ensure that the reader knows the background and can respond immediately. Leave as much history at the end of the email as will be helpful to remind the reader about the context of the message. Example: This introduction is strong. It very clearly explains the context for the message, then introduces the topic to be addressed in the email. It doesn’t spend too much time on the context. The writer wanted to get to the point. For messages in response to earlier messages, quote the sender’s request and requirements in this introduction. Most email programs include the previous email with the message to which you are replying. However, it helps establish the context for the reader if you cut relevant quotations from it and put them at the beginning. Introduce the quotations with something like “You wrote” or “In your May 1 email, you asked . . .” You may choose to show the quotation has ended by writing, “I respond” or “I reply.” That is not necessary, however, as long as the reader knows when the quotation ends and your comments begin. For example, here is a response to an email message that contains quoted material. Example: The context and content of the message are clear. When Jane opens the email, she’ll know what this response is in reference to. Jane can then spend time evaluating this person’s suggestions rather than trying to figure out why he or she is writing.

Write the Action or Important Point

Most business writers put the action the reader must perform or the next action the writer will perform at the end of the email. It should be there, but it should also be at the beginning. The same is true of the most important point, such as the date for an upcoming meeting. Include the action and important point at the beginning for four reasons:

1. Some readers never get to the end of the email. They may not realize an action is required.
2. Many readers skim the beginning to see what the email is all about, then set it aside after they have decided how important it is and when to respond to it. Putting the action just at the end means many readers will not know about the action they must perform, which would escalate the importance of the email.
3. The beginning is a very strong position in an email. The reader will more likely remember the action and perform it if you place it at the beginning.
4. Putting the action in twice, at the beginning and end, increases the likelihood that the reader will complete it.

You may choose to write the action in different ways so it is less obvious.

Good business writing is a skill you or your staff can learn.

Learn by writing actual documents.

Receive detailed instructor feedback.

Courses customized to your skill level.

EXPLORE THE COURSES

VIEW COURSE

Writing Effective Workplace Email

An email writing course that teaches how to write email that is so clear it cannot be misunderstood.

VIEW COURSE

Writing Clear, Effective Email Self-Study

This email writing course has all the essential skills you need to write clear, effective business email with clear explanations you can read on your own.

VIEW COURSE

Writing Customer Support Messages

The Business Writing Center developed this customer-support email course with a call-center consulting firm to teach support reps how to write clear support messages.

For Longer Emails, State the Contents in One Sentence, Listing Parts

Make sure your reader knows what to expect if you’re sending a longer email. In shorter emails, the contents are usually obvious; the content is the response to the context you explained. However, if the contents may not be clear or you are writing a longer email with more than one part, write a sentence stating what is in the email and list the parts: You should be able to summarize any email you send in one sentence. If you have trouble doing so, it may be a sign that your email is too long or rambles. Write more than one sentence, if necessary, describing the contents. Then decide whether all of it is relevant to your message.

Include a Buffer When It Will Help with the Tone

Analyze the reader before you begin the email message. Ask yourself, “Will the reader react badly to anything in this message?” If so, defuse the reaction by beginning with a buffer in which you reassure the reader as much as is appropriate. Don’t minimize or dilute a message that the reader must hear, even though it may not be good news. All subjects and situations have positive components. Start with one of them. This is a harsh email: This is the same message with a buffer. Jackson needs to know the consequences, but Doris begins with some words of encouragement. The buffer must go at the beginning. The message will be painted with the color you use at the beginning, regardless of the words that come later. Here is the same email with the buffer at the end. You’ll feel the difference. The buffer feels like it’s just an add-on the writer doesn’t really mean.