Best Practices for Writing Emails

When to use e-mail and when not to use e-mail

Email is a powerful tool, but it is not always the most appropriate communication channel.

Before composing a message, it is crucial to evaluate whether a phone call or face-to-face conversation might be faster and more convenient to achieve the objective.

Most importantly, never send an email in a state of anger, frustration or any other intense negative emotion.

Emails create a written, permanent record that can be easily forwarded, which can escalate a conflict unnecessarily.

The rule of thumb is: if you don't want your message to be repeated or recorded, don't write it in an email.

What is said in emails rarely stays in emails.

How to write clear, concise and specific subject lines

The subject line is the first, and sometimes only, element the recipient sees, so its wording is vitally important.

A good subject line should do two things: entice the recipient to open the message and give them a clear idea of its content.

Therefore, vague subject lines such as "Hello", "Question" or a simple question mark should be avoided at all costs, as they do not add value and are often ignored.

An effective subject line should be explicit and short, ideally between 4 and 7 words so as not to be truncated on mobile devices.

An excellent practice is to use keywords in square brackets to give immediate context, such as "[ACTION REQUIRED]", "[DECISION]" or "[REMINDER]".

This allows the receiver to prioritize the message before even opening it.

The importance of a clear and straightforward "call to action

A very common mistake in email copywriting is to omit a clear "call to action".

This is the component of the email where you explicitly tell the recipient what is expected of them.

Without a call to action, the purpose of the email can be ambiguous, leaving the reader unsure of how to proceed.

Passive and vague phrases such as "I was wondering about the status of my application..." are ineffective.

A good call to action is instead direct and precise, leaving no room for interpretation.

For example, instead of the previous sentence, it would be much more effective to write, "Could you please confirm the date on which the application will be approved?".

This clarity ensures that t