Good Email Practice?
Email best practices focus on clarity, brevity, and professionalism: use clear, concise subject lines; get straight to the point in short paragraphs with active voice; use formatting (lists, headings) for readability; proofread carefully; use “Reply All” sparingly; and ensure a professional signature, while avoiding sarcasm, ALL CAPS, or emotional responses. For marketing, focus on clean lists, personalisation, strong CTAs, and mobile-friendliness, always respecting privacy and permissions.
I. Content & Structure
1. Subject Line: Clear, descriptive, and short (under 50 characters if possible).
2. Opening: State the purpose immediately in the first line (e.g., “I’m writing to ask for your input on…”).
3. Body: Keep it brief (under 400 words), use short sentences, active voice, and plain language.
4. Formatting: Use bullet points, numbered lists, bolding, and white space to break up text and highlight key info.
5. Call to Action (CTA): Clearly state what you need recipients to do and by when.
6. Attachments: Link to documents instead of attaching large files when possible.
II. Tone & Etiquette
1. Professionalism: Maintain a respectful tone, even when frustrated; draft when angry, then review later.
2. Proofread: Check for grammar, spelling, and clarity before sending.
3. Audience: Know your audience and use the appropriate formality.
4. Avoid: Sarcasm, ALL CAPS, red fonts, and excessive exclamation points.
III. Sending & Management
1. To/CC/BCC: Use these fields strategically; avoid spamming the CC/BCC fields.
2. Reply All: Use sparingly; only reply all if everyone on the thread needs your response.
3. Reply Time: Respond promptly, but don’t feel pressured to reply instantly to long messages.
4. Signature: Include a professional signature with your name, title, and contact info.
IV. Marketing & Deliverability
1. Permission: Only email users who have opted-in.
2. List Hygiene: Regularly clean your lists and avoid purchased lists.
3. Personalisation: Personalise beyond just names, using behaviour or history.
4. Mobile-Friendly: Design for mobile, as many people read emails on their phones.
5. No-Reply Addresses: Avoid “no-reply” sender addresses so people can respond.
