Includes

Email
CHEAT
SHEET!

Etiquette:
Write More Effective Emails At Work
Reference ebook

By Dr Clare Lynch

words people trust

Lecture 3: Cultural considerations
According to linguist John Hinds, there are two ways of
writing - and both are culturally determined. Writer-
responsible culture and reader-responsible culture.

If you’re writing within a British, American or

Australian business culture, keep things short, simple,
direct and to the point - even if it feels like you’re
being patronising.

In such cultures, being overly formal, flowery or

complex in your emails isn’t going to make you sound
more professional - the opposite, in fact.

Lecture reference
More on the cultural considerations of written English:

https://www.dorisandbertie.com/goodcopybadcopy/2016/10/07/culture-shapes-way-write/

Lecture 4: SCRAP – How to structure your email

S Situation
EXAMPLE

C Complication S Hi Clare, The City Lit just got in touch with me about
running their weekly copywriting course next term.

C However, it’s not suitable for me since (a) I’m not a

R Resolution
trainer and (b) I’m not in London.

R Since you meet both criteria, I thought you might fancy

A Action
it. Or, if not, perhaps you know someone who would?

A Please let me know if you or anyone you know would

P Politeness
be interested – and I’ll pass your email on

P If not, sorry to bother you – and no need to reply.

Best wishes, Tom

Lecture 5: The rule of one

●● Stick to one request/action per email

●● Use separate emails for separate topics

●● Limit yourself to one idea per sentence

●● Keep sentences short – 15 to 20 words maximum

●● One idea per heading, subheading or subject line

Lecture 6: Email layout tips

Ways to make your email easier to read

●● Short sentences

●● One-sentence paragraphs

●● Bullet points

●● Headings and sub-headings

Lecture 9: What you should never say in an email

Six things you should never Before you hit ‘send’!

put in an email ●● T
 he court test – never say anything in an email
●● Anything written in anger that you wouldn’t be happy to hear read out in
court.
●● Negative comments about others
●● T
 he grandmother test – never say anything in
●● ‘TMI’ - personal stuff an email that you wouldn’t say in front of your
●● Offensive and unprofessional language grandmother.

●● Private or confidential information

●● Humour

Lecture 10: When to email and when not to

When to send that email

●● P
 roviding helpful resources such as procedures
or step-by-step guides

●● D
 ocumenting what was agreed, decisions that
were made, or actions to be taken

When to talk face-to-face When to pick up the phone

●● Giving feedback ●● W
 hen you want a quick answer or a simple
piece of information
●● Delivering a difficult message
●● If the matter is urgent
●● Discussing complex issues
●● Interviews are often better done over the phone
●● Debating or negotiating

●● Talking about personal stuff

●● Apologising

Rule If the idea of having a conversation makes you feel uncomfortable, that’s exactly
of when you should have the talk – either on the phone or in person.

thumb
Lecture 11: Replying to email

Tips for being an empathetic emailer

●● R
 espect work-life balance – especially if ●● N
 eed your reader’s help? Give them a
your company talks about the importance of deadline (politely!)
diversity and inclusion
●● N
 o response to your email needed? Let
●● Acknowledge receipt of others’ emails them know!

●● C
 an’t provide an answer straight away? Let ●● B
 e present in the room – don’t put your
them know when you can get back to them smartphone before real-live human beings

Lecture reference
Email response time research:

http://www.toistersolutions.com/blog/2015/4/13/get-ready-to-respond-to-customer-email-within-one-hour

https://viterbi.usc.edu/news/news/2015/why-hasn-t.htm

Lecture 14: Email greetings

Notes
●● E
 nglish and American business culture is
relatively relaxed

●● I t wouldn’t be unusual for a graduate trainee to

address the CEO by her given name and vice versa

●● I n general, if you’re emailing a colleague, a

client, a supplier or even approaching someone
cold like a hiring manager, it’s usual to address
them by their given name

●● I f you’re emailing James Jones, then Dear Mr

Jones might come across as too formal. Dear
James or Hi James is better

●● I f you’re not sure of your recipient’s marital

status - or how she prefers to be called, address
her as Ms rather than Miss or Mrs
Lecture 15: Signoffs and signatures

Signoffs
The ‘Best’ group The ‘Regards’ group
“Best wishes” “Regards”

“All the best” “Kind regards”

“Best” “Warm regards”

“Best regards”

Could be construed as rude A little too formal

“Thanks” “Yours sincerely”

“Thanks in advance”

Avoid abbreviations Avoid colloquialisms

ATB Cheers!

Rgds Cheers mate!

Thx

Signatures
Do include Don’t include
Job title Every social-media profile
you have
Phone number
Cheesy quotations
Address

Lecture reference
Signoff response research:

https://blog.hubspot.com/sales/email-sign-offs-put-best-thanks-to-shame

Creative responses:

http://blog.boomerangapp.com/2017/01/how-to-end-an-email-email-sign-offs/
Lecture 15: Subject lines

How to write a good subject line

●● Don’t ignore it! ●● Front-load keywords

●● Aim for under six words —— ‘Project Zeus: Update’ not

‘Update on Project Zeus’
●● Avoid vague words like
●● Ask for an action
—— ‘Hello’
—— ‘New ad campaign - send
—— ‘Update’
your feedback’
—— ‘Meeting’
—— ‘Board meeting: reply by
●● Make them information rich 2pm Friday’
—— ‘Compensation strategy —— ‘New ad campaign: FYI’
meeting: 27 Sep 2017’
●● Update it if the topic changes
—— ‘Comms strategy report’
●● DON’T SHOUT!!

Lecture 19: When to flag urgent emails

Rule of thumb
Why not to flag
Only use the high priority flag when you need
●● Overuse may irritate your colleagues someone to take an action to avert an imminent
disaster such as huge financial losses, law suits or
●● Danger people will start to tune out and ignore it
reputational scandals.
●● I f something’s urgent or important, say so in
your subject line
Lecture 20: ‘To’, ‘Cc’, ‘Bcc’, ‘Reply all’

The ‘To’ Field

When to use the ‘To’ field
People directly affected by your email, such as when:

●● you’re asking them a question

●● you want them to do something

●● you’re replying to their message

●● they’re named in your greeting

The ‘Cc’ Field

When to use the ‘Cc’ field When NOT to use ‘Cc’
Use this field when you’re not expecting the recipient ●● Informal escalation
to take any action in response to your email.
●● Powerplays

●● Back-covering

●● Delivering news that affects the recipient

Rule of thumb
A good rule of thumb is to announce your use of the
Cc to the email’s main recipient – for example, by
saying something like: ‘I’m cc’ing my colleague Dave,
who’ll be handling the design for the project’

The ‘Bcc’ Field

When to use the ‘Bcc’ field Dangers of using ‘Bcc’
When people shouldn’t be able to see the email ●● R
 ecipient may respond with ‘Reply all’
addresses of all the other recipient – put your – forward the original message to the third
own address in the ‘To’ field to keep everyone’s party after you’ve sent it instead.
email secret.

When you want to copy someone in on a sensitive

message. (See dangers of using ‘Bcc’)
Rule of thumb
When you want to Bcc your own manager or your If sending a Bcc makes you feel a bit guilty, sneaky or
HR team to keep them in the loop without alarming mean, don’t do it!
the employee. (See dangers of using ‘Bcc’)
Lecture 21: Sending attachments

Attachments – best practice

●● A
 ttach it before you begin ●● W
 atch your format. Use
writing the email universal file types like .PDF,
.RTF, and .JPG.
●● M
 ention that you’ve attached it
in the body of the email ●● G
 roup attachments in separate
emails
●● Keep file size under 5MB

●● Z
 ip it or use a file transfer
service if the file is above 5MB

Lecture 22: Out-of-office messages

How to write a helpful out-of-office Remember . . .

message . . .to turn your automatic reply
off as soon as you get back to
●● Be specific with dates ●● P
 ut them in touch with a the office!
colleague
●● C
 hecking in? Mention, but
manage expectations ●● Keep it professional!

●● P
 rovide your contact details if
you’re happy to be contacted

Lecture 22: Proofing and polishing

How to avoid cringe-worthy email errors

●● Fill in the ‘To’ field last ●● Use automatic spellcheck

●● Cut and paste from Word ●● P

 rint it out – and enlist a
colleague’s help
●● Check their name – always!

●● C
 heck subject line, dates,
times, hyperlinks and
attachments separately
 Email
CHEAT
SHEET!
Email Etiquette: 7-step checklist
for effective emails
By Dr Clare Lynch

Step
ONE Ask yourself: ‘Is email the best channel?’
Apply the ‘queasiness’ test: Are you emailing because the idea of doing it in person makes you feel
uncomfortable? If so, email might not be the best approach.

Step
TWO Add attachments Do this first. Keep them under 5MB.

Step Craft your message

THREE Remember the Rule of 1: include only one idea, request or action in the message.
Consider using the SCRAP structure:
●● Situation ●● Resolution ●● Politeness
●● Complication ●● Action

Apply the reputation test: Would you say this to your grandma? Would you be happy for this message
to be read out in court?

Step
FOUR Add some white space
What would the text look like on a smartphone screen? Could you introduce:

●● paragraph returns ●● bullet points ●● headings

Step
FIVE Write your subject line Think: keywords.

Step Proofread
SIX
Pay particular attention to:
●● recipient’s name ●● dates ●● hyperlinks
●● subject line ●● times

Step Insert addresses

SEVEN
‘To’ field: recipients you’re seeking an action from

‘Cc’: as an FYI. Check your motives: would others consider it bullying?

‘Bcc’: use with caution

words people trust

Dr Clare Lynch
Clare Lynch is Doris and Bertie’s chief tel: +44 (0)208 127 1477
email: [email protected]
business writing expert. As a trainer and
web: www.dorisandbertie.com
writing coach, she has been described as blog: www.goodcopybadcopy.co.uk
inspiring, engaging and entertaining. twitter: DorisandBertie
linkedin: w w w.linkedin.com/in/clarelynch
In the 1990s she worked at the Financial Times
and has since helped a wide range of firms
communicate better with their investors,
customers and employees.

Clare is also a director at Cambridge Language Education and Research

Associates (CLERA), which provides English language training and
consultancy to governments, universities, the private sector and schools,
both in the UK and overseas

Clare has a PhD from the University of Cambridge and teaches writing
skills at the University’s Language Centre. She has also taught writing
at the Judge Business School (Cambridge University’s business school),
UBS, RBS, the European Commission, TowerBrook Capital Partners, the
Prince’s Trust, Cause4 and Ofcom.

Doris and Bertie

Doris and Bertie Ltd are business writing experts. We work with anyone
who needs to write as part of their job.

We will either provide the words for you or we’ll train you and your team
to be more persuasive writers.

Because most of our clients are in financial services, we take our

inspiration from the world’s greatest investor, Warren Buffett. Well
known for his down-to-earth communication style, Buffett writes all his
business documents as if he were talking to his sisters, Doris and Bertie.

words people trust

 Other online courses
by Dr Clare Lynch
£200 Writing With Impact: Writing That Persuades
Learn powerful business writing skills from a University of
Cambridge writing tutor.

95%
• Over 10,000 students enrolled • Full lifetime access
• 5-hours of on-demand video • Assignments

OFF https://www.udemy.com/writing-for-business/?couponCode=ETIQUETTE_EBOOK

£45 Report Writing Made Simple

Writing a report step by step from planning to proofing – for a
polished, professional and persuasive business report.

78%
• Over 600 students enrolled • Full lifetime access
• 1-hour of on-demand video • Mobile access

OFF https://www.udemy.com/report-writing/?couponCode=ETIQUETTE_EBOOK

£30 Apostrophe Beginner to Apostrophe Expert

Master the apostrophe with a course that takes you from the
basics to professional knowledge of the apostrophe.

67%
• Over 300 students enrolled • Full lifetime access
• 1-hours of on-demand video • Mobile access

OFF https://www.udemy.com/apostrophe/?couponCode=ETIQUETTE_EBOOK

£45 How To Succeed As An Elite Copywriter

All the tips, techniques and templates you need to build a
sustainable career as a freelance writer. Not for beginners!

78%
• Over 300 students enrolled • Full lifetime access
• 1.5-hours of on-demand video • Mobile access

OFF https://www.udemy.com/freelance-writer/?couponCode=ETIQUETTE_EBOOK

words people trust