Crafting Emails

This section lays out how we want you to communicate with clients via email and written text:

  • Address them by their first name. Stay away from informal mr. or mrs. We go straight for the first name
    • Using something like “Hey Steve,” – is totally accepted.
  • Be friendly, but cut to the chase
  • Use punctuation appropriately
  • Use line breaks excessively to break up long paragraphs
  • Emojis and smiley faces are good, depending on the client!
  • Tone is incredibly important. Always convey a positive, energetic, but intelligent tone.
  • Don’t doubt yourself or make the client think we don’t know what’s going on. Imagine you are a parent in a stressful situation where you need to keep a child calm. Don’t raise tensions.
  • Use exclamation points sparingly and ONLY when there is a joke or light-hearted thing being conveyed
  • Try to add value whenever possible.
  • Educating our clients helps us get our job done easier.
  • When decisions have to be made, make sure they understand both sides of the story – but push them the direction we want to go.
  • Sandwich method
    • Anytime you have to say something negative to a client, sandwich it with a positive statement, followed by what you need them to hear, followed by a positive reinforcement.

Other notes about emails:

  • Become excellent at cc’ing the right people. Don’t cc the wrong people.
  • Also triple check your attachments
  • The client is not always right. Sometimes, we need to gently push them in the right direction.
  • Never debate a client or tell them they are wrong. Instead, use the sandwich approach.
  • If tension is rising in an email, get on the phone or meet in person. We should NEVER lose a client over an email.
  • If an email turns into a novel, see if you can get a Zoom meeting or phone call with the client.
  • After every in-person meeting, phone call, or Zoom meeting, write a summary email summarizing what was talked about, who needs to do what, and put a deadline on it.