Most of us send dozens of emails a week. But how many of them actually get a reply? If you’re finding that messages are going unanswered, or that people seem confused by what you’ve sent, a few small changes can make a big difference.
You don’t need to be a natural writer to send clear, professional emails. You just need to know what to include, what to cut, and how to make it easy for the other person to respond.
Start with a subject line that does its job
The subject line is the first thing someone sees, and it often decides whether they open the email now, later, or never. Keep it short, specific, and useful.
Instead of: ‘Following up’
Try: ‘Quote request — garden design project, Chilworth’
Be direct. Tell them exactly what the email is about. If there’s a deadline, put it in: ‘Response needed by Friday 6 June’ is much more likely to get action than a vague nudge.
Open with context, not small talk
Skip ‘Hope you’re well’ and get to the point. That doesn’t mean being rude — it means respecting the other person’s time. Start by giving them just enough context to understand what you need.
Something like: ‘I’m reaching out about the website project we discussed last week — I have a few questions before we move forward.’
One sentence is usually enough.
Be clear about what you actually need
This is where most emails fall apart. People write lots of background, but bury the actual ask. Make it obvious what you’re asking for, and — if relevant — by when.
Ask one thing per email wherever possible. If you need three different things, you’re probably better off with a quick call.
- Use plain language — no jargon, no waffle
- Put the key question or request in its own line so it stands out
- If there’s a deadline, state it clearly and explain why
Keep it short
If your email is longer than ten lines, most people will skim it. If it’s longer than twenty, there’s a good chance they’ll set it aside and forget to come back to it.
Write what you need to, then stop. Cut anything that doesn’t directly help the reader understand what you need or how to respond.
End with a clear next step
Don’t end with ‘Let me know your thoughts’ — it’s too vague. Tell the person exactly what you’d like them to do.
‘Could you confirm by Thursday if you’re available for a call next week?’ is much easier to act on.
If you’re following up on something, reference the previous message and give them an easy out if things have changed: ‘Happy to chat if it’s still relevant, or just let me know if things have moved on.’
A simple structure that works every time
- Subject line: specific and action-focused
- Opening line: brief context (one sentence)
- The main message: what you need and why
- The ask: clear, specific, with a deadline if needed
- Sign-off: friendly but decisive next step
Frequently asked questions
How do I follow up without being annoying?
Wait at least two to three working days, then send a short message that references the original. Keep it friendly and give them an easy way to say no if circumstances have changed. Most people genuinely just forget — a gentle nudge is rarely unwelcome.
Should I use formal or informal language?
Match the tone of the relationship. If you’ve never spoken to someone before, slightly more formal is safer. If you work together regularly, be natural. The goal is to sound like a real person, not a template.
Is it okay to send a long email if the topic is complex?
Sometimes, yes. But if a topic is genuinely complex, a short email suggesting a call is often better than a long one trying to cover everything in writing.
Got questions? We’re here to help. Get in touch and we’ll walk you through it.