Are You Screwing Up Your Emails?

by Brian on May 27, 2010

Email is one of the most commonly used means of communication in business today.

So, you will often find yourself responding to email inquiries from your website or blog.

From our experience, emails usually turn into a back and fourth dialogue.

A lot of businesses get this right… But a lot more get it wrong.


This is an opportunity for you to get to know your “visitors” better. Meaning, you have an opportunity to see things from their point of view. Ask yourself, “Why are they asking that question?” and “What’s in it for them?”

This is also your chance to build value and rapport. You must make sure you acknowledge and answer the question completely and honestly.

It does not matter if you think the question is dumb, it’s a real concern to the person who wrote it.


Try to give a solution in your answer that is customized to your visitor’s needs. Be real and authentic.

One technique for answering questions across any medium is called Feel, Felt, Found.

  • “I understand how you feel.”
  • “I felt the same way.”
  • “What I found was…”

This technique is more of a guideline… but gives you something to start with.

In addition to answering their question, try to pose one or more questions that will both:

  • Help you gather more information about your visitor.
  • Prompt further thought and interest in you and your business.

Asking questions will also show your visitor that you are interested in their needs and what they have to say… that you care about them.


Most people respond to requests for more information with a bunch of marketing “fluff.” Differentiate yourself by showing genuine interest in their needs. It’ll make them more open to working with you.

You should treat emails like you would a conversation. However, it’s imperative not to get lazy and start using a bunch of acronyms and abbreviations.

Also, do not type either in all lowercase (looks unprofessional) or ALL UPPERCASE or all bold (you don’t want to shout).

Simply stated, keep it casual and friendly, but still professional.

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