The ability to write a great email is a complex skill — here are a few practical tips.
This article is part of our Service Series — reflections and lessons on how service is designed, delivered, and experienced, from Frontline conversations to leadership choices.
Email Is Visual
Your Customer will see your email before they read it.
And while there is a well regarded list of design principles that can help, I’d suggest an overall approach that is even easier.
The very best emails look like recipes from a cook book.
Aren’t cook books gorgeous? Cookbooks are a great reminder: good writing is also good design.
Ask yourself:
- Is it pleasing to look at?
- Is there plenty of white space so the eyes can rest?
- Are points listed clearly in chronological or bullet point format?
- Could a visual image help make a point?
When your Customer opens up your email, it shouldn’t feel like a homework assignment.
The Best Emails Sound Like the Spoken Word
I’ve never understood why the moment folks get behind a keyboard, they turn into lawyers.
Out come the ‘over the top’ words and phrases that normal people never use in their daily lives.
Here are some phrases that many leading brands have take out of their service communication:
“We regret to inform you…”
Firstly, is there any regret? And who uses the word ‘regret’ in their daily life?
“Hi honey, I regret to inform you I won’t be stopping by the grocery store tonight.”
Nobody talks like that.
Writing a letter is a bit different. Letters and emails are different forms of communication with letters being the more formal of the two.
Emails are closer to spoken conversation than formal letters.
“We would greatly appreciate if…”
Is there any appreciation here? No.
Can you feel the warmth? No.
It’s a command.
Using Transactional Analysis logic, this phrase is parent style. The Customer is being talked down to.
“We can’t send you your package until you send us your updated address…”
We can’t. How negative is that?
Wouldn’t this be better? “So that we can send you your package quickly, may I have your updated address? Thank you!”
Learn the Art of Interpretation
The very first step in email writing is to interpret the incoming email.
Your fingers shouldn’t get near the keyboard until you are able to articulate both the tone and content of the email you received from the Customer.
I look at email interpretation a bit like I look at the popular TV show “CSI”. In CSI, detectives sift through clues to figure out what happened.
Interpreting emails well is similar.
Interpretation prevents repeat contact — because you answer the real question, in the right tone, the first time.
Thank You for Reading
I regularly share stories, strategies, and insights from our work across Contact Centers, Customer Service, and Customer Experience. If this resonates, I’d love to stay connected.
You can drop me a line anytime, or subscribe on our site.
Daniel Ord
[email protected]
www.omnitouchinternational.com
