Every good email message has five parts:
- an appropriate distribution
- an engaging subject line
- a proper greeting
- a message with relevant content presented in clear, simple language
- a credible signature line
Distribution: Send your message only to people who can benefit or help you get what you need. A good rule to follow: everyone on the “To” line must take some action. Everyone on the “cc” (carbon copy) line is expected to read the message but not act.
Subject line: Think of your subject line as a headline for a news story. You want to draw your reader into the message. This line should say what the message is and what the reader must do. Aim to do this in six words or fewer. Here’s a weak subject line: Report due. A better one: Outsourcing Report due tomorrow. Avoid unfocused subject lines such as “Project North Star” or “FYI.”
Greeting: First impressions count. Consider your relationship with your reader. If you know your reader well, use the reader’s first name. When you write to someone you don’t know, use Mr. or Ms. Always confirm the gender of your recipient. If “Chris Jones” is a woman, she will not appreciate being addressed, “Mr. Jones.” When writing to a woman, use “Ms.” rather than “Miss” or “Mrs.”
Message: People who receive loads of email each day often read only the first line of each message. State your purpose in the first sentence. Show that you are providing some value, or asking the reader to do so. If you need your reader to take immediate action or meet a deadline, say so up front. Don’t bury a directive at the end. Here’s a simple example: “The meeting with Jim Nasium on Tuesday has been moved from the boardroom to the conference room, so could you please notify the caterer of this change? Please instant-message me today by 5 p.m. to verify.”
Signature line: End with a signature line that establishes your credibility. This information makes clear who you are, and allows the reader to contact you by phone, fax or mail. Your line includes:
- your name Tory Smoot
- your position Vice President of Marketing
- company name Seasons Greeting Cards
- office phone number 917.415.6675 (o)
- mobile phone number* 917.415.3326 (m)
- fax number 917.415.2343 (f)
- street address 1400 Elm Street, Suite 2200
- city, state, zip Denver, CO 90876
- company web address www.seagreet.com
* (Think about whether you want this in the public domain)
Feel free to share these guidelines with anyone who communicates on your behalf.