The Do’s and Don’ts of Email Communication

Written by: Abigail Morris


A tool that since invented has consumed so many business people all over the world. They are one of the first things we look at in the morning and one of the last things we check before bed. Whether via our phone or laptop, we love to consume emails!

What is it about emails that so many people get wrong in sales in a business environment?

In this blog, I am going to share with you the do’s and dont’s of email communication, and how you can put in place some ideas that will help you to get better responses.

I would however like to make one thing really clear before I start:

Emails are a powerful tool, however, I don’t believe emails are an excuse to not pick up the phone and contact prospects. Using them in conjunction with phone calls is where you will see real results.

Let’s start with the do’s:


One of the biggest mistakes people make is that they don’t have a clear person in mind when writing an email. I encourage you to create a persona of the person you are trying to engage with.

  • What are their demographics?
  • What do they enjoy doing?
  • What drives them?
  • What keeps them up at night?

When you focus on that person and what’s going on in their world, you are more likely to send a better email that will have a better result and will actually resonate with them.


Have a really clear purpose of what you want them to do once they have read your email. I have seen so many good catchy emails, but I’m then left thinking “well, what do you want me to do now?”

Your email should have one very clear call-to-action that makes the person know exactly what they need to do next. Don’t leave an email open-ended, be clear if you want to get the response you want.


A number of years ago a study showed that when the word “because” was used in emails, there was a huge increase in the response it got. This was because people felt they had a reason to know what to do.

That word alone was a tipping point in getting people to do something different that they would have normally done. Using specific, powerful words that resonate with your audience and the problems they face is what you need to do. Do this, and you will be on the right path to achieving results.

I have shared some of the Do’s now it’s time for what you should not be doing in your emails.


Please don’t focus on how great you are in the email. If I had a £1 for every email I have been sent that says how great the company is and how they will help me before even knowing anything about me, I would be a billionaire!

Emails that focus on yourself and how amazing your service offering is, generally, will be going straight into the bin. You have to remember in sales “it’s not about you”. Focus on them, get to know more about them and their business, and you will be in a far better position to build rapport.


I have had people starting emails to me using words like “Hey Buddy, or Hey Friend”. I am taken aback by this. I’m not your friend or buddy, and will certainly not be replying to you. You have to be really careful with the tone that you use and the response your chosen tone is likely to receive. Don’t use slang, use grammar and language that resonates with your audience.


The last thing a prospect wants is to read an email and think that they are just another name in your CRM system, trying to reach out to them. I see many emails that you can tell straight away have no personalisation and have been programmed. It looks fake. If you want that sales opportunity to mean something then make it personal to the prospect. Make it focused on their unique situation.

There you go some of my do’s and don’ts of email communication.

It is important for me to state that if you are expecting 1 or 2 emails to automatically result in a response, then I am afraid you will be disappointed. We have to use it alongside social media and the phone in order to get responses.

You also have to be persistent, and that might mean sending 5,10, even 15 emails. I had a record once of sending 19 emails full of value as well as phone calls before a prospect was ready to engage with me. Be prepared to accept you have to go on a journey with them.

Email is something you have to persevere with and tweak and change. The most important thing is that you keep using it as a tool in your armory.

Use emails in the right way and it will help you to get the results you want.

If email is something you or your sales team struggle with, reach out to me or my team and we would love to help and support you with improving your email communication skills. Drop me an email at

Publish date: 20 November 2021

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