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Business Email

Sending Business Emails

Billions of business emails are sent every day. They are sent to and by businesses for a number of reasons:

  • Sales

  • Marketing

  • Networking

  • Fundraising

  • Teamwork

  • Customer Support

  • Permission

  • Inquiries

A lot of the time, how these emails are written and structured can have a massive impact on the response- or lack of- which you receive. In sales, for example, there has been a wide range of research conducted on how you should approach the writing of a perfect sales email. And even then, the science has still not been mastered due to the variation of ways in which people react. As a result of the research and try/fail methods however, templates have been compiled to aid the response/success rate of business emails.

Things to Consider When Writing Business Emails:


This takes into consideration how formal you should be when writing a business email. You must think about who you are writing to, the subject of the email, perhaps the industry? The style in which you write your email will be dependent on these things. Getting the approach wrong can have a huge impact on whether or not you receive a response, and secondly, the type of response you receive. Some may even take unkindly to the approach you have chosen. They may find you have been disrespectful or rude if you choose an informal approach but they come from a culture that tends to be more formal in its approach.

Subject Line:

This is also something that warrants a lot of thought when sending business emails. To attract attention, especially with the objective of having your email opened, the subject line is one of the most important aspects. Like many aspects of business emails, this has been one that has too been subject to much research. It mostly depends on the recipient of the email and the primary objective. Objectives could be to generate intrigue, ensure your email is opened, or simply to state the topic of the email with the aim of being clear and concise. In sales and in fundraising, the first is a common objective. Generating intrigue among potential investors or customers will be central to your email being opened and read. A subject line that falls short of this will likely remain unopened.


Structure in an email is an essential factor when it comes to clarity in your message. An email that is organised is far more likely to be understood and followed by the reader. It also makes the email easier to reply to if the respondent can follow the same structure in their reply. You can ensure structure in your business emails by firstly planning what you would like to say. Think of a structure that will convey your message/story in the best way, and then construct a first draft. Only when you are happy that your email is clear and well-structured should you send the email.


Do you have an email signature? As a startup, email signatures can contribute towards the illusion of reputability and size of your company. As a large or medium-sized company, signatures are generally expected, and should be included in all emails that you send. They provide the information that the recipient may need with regard to contact details, location, position, and phone number should they require a telephone call. Email signatures can help the respondent make informed decisions about what they will respond based on the person’s position in the company.


A lot of the time, in Europe especially, the chosen language for business emails is English. Does the location of the recipient suggest they may use another language? Do you think it would be more beneficial to use their language? Can you speak it? Do you have the resources to translate? Would it be worth your while? Language barriers can be a real problem, and if you can illuminate this problem it will increase your chances of success.


Have you properly thought out what you will include in your business email? Is it straight to the point? Interesting? Do not send your recipients email content that will be useless for them. Consider the content of your email and carefully write content that will increase your chances of being replied to firstly, and in a positive way secondly. Have you referenced websites but forgotten to include links? Have you made any spelling or grammar mistakes? Have you written the correct name and company? Is the information that you have provided accurate and trustworthy?

Sending business emails can end up being a science after you have thought about every aspect hundreds of times, but the bottom line is: pick an appropriate subject line, know your recipient, propose value in your email, and remain professional. With a little emotional intelligence and consideration, you should be able to send consistently successful business emails.

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