March 16, 2018

Five opening lines that sabotage your email’s success.

You want people to read your emails, right?  Then be mindful of these two powerful words:

PREVIEW PANE.

That little teaser allows people a glance at your email’s content before they open it, which makes your first sentence vital.  It can either hook interest and make readers want to open it instantly, or it can say nothing worthwhile and prompt them to triage its importance for another time (if ever).  This actually holds true even if the recipient is NOT using preview pane… who gets jazzed about reading an email with a boring opening line?

Here’s a hard truth:  most people begin emails with boring sentences simply because they’re being lazy.  It’s a crutch for warming up to writing what they REALLY want to say… a way to get their fingers moving on the keyboard.  But the fact is, you’re doing your email a huge disservice by overlooking the importance of your opening line.

Here are five of the most common “wasted” opening lines:

I hope you are well.
My name is (x) and I’m the (x) of (x) company…
I wanted to write you today to…
I am pleased to attach the document…
Hope you’re enjoying this weather!

Why are these lines wasted?  Because they’re either stating the obvious or making irrelevant small talk.  You may indeed truly hope the person is well, and you have my blessing to say that… at the end.  And you may indeed be pleased to attach that document…but who cares?  Perhaps instead, say why the document is/should be important to THEM.

Yes, it takes longer to come up with a compelling opening line (and please, for the love of Pete, please don’t start with the word “I”).  But it’s worth it.  I may not know you, or anything about you and your email recipients, but I’d bet the ranch that you’d rather have folks open your emails than glaze over them or just hit delete.

Bonus writing advice:  also be wary of the word “great,” using exclamation points, and the request to have things sent to you “ASAP.”  Check out these and other quick writing tips here.