Crafting an Effective Business Email – 5 Major Considerations

Business communication is most effectively performed and maintained via email. Knowing that, it’s no wonder that about 89% of marketers cite email as their main channel for lead generation.

So, if you’re planning to launch a business or give an existing one an additional boost, it’s vital to perfect the use of email. While it might seem straightforward at first, there are some tricks of the trade that enhance business communication via email. That’s why we’ve conducted an in-depth analysis of effective email strategies and we’re presenting five key features of a well-written professional email.

Choosing the proper email service

The business email service you use is one of the pillars of your online security. Since you’ll be using it every day throughout your career, you need to choose the proper email service at the very beginning.

If you go for one option and realize that you’ve made a wrong choice, you could lose some clients on account of damaged reputation. What would you say if a business you’ve just started working with changes their email address? Yup, it wouldn’t be the best sign of reliability.

Therefore, it’s crucial to start off with the right email service. If you opt for Gmail, you’ll also have a chance to sync and connect this service with Google Docs and Google Calendar – a convenient package for an aspiring entrepreneur.

As opposed to that, using a Microsoft Outlook address is a great solution for business users of Microsoft Windows operating systems. That way, you can integrate all the Microsoft functions you use with your email system.

Furthermore, the users of Apple computers can benefit from the iCloud mail, which is perfectly synchronized with other Apple features.

Setting the purpose

Your email can have several different purposes. The tone and organization of every email will depend on its type.

On the one hand, its purpose can be purely commercial. Namely, you’re trying to send a product, a service or suggest a business collaboration via an email message. While the salesy pitch of such an email should be sugarcoated with some additional value, it’s imperative not to mislead the reader. Therefore, both the subject line and the body of this email should explicitly express its commercial purpose.

As opposed to that, you can send an email with the mere goal of gaining a new contact. If so, it’s extremely important to remove any commercial CTA-features from such an email.

The third option is that you compose your email as a networking tool, but you also want to add a commercial scent. Again, don’t mislead the reader and stress out in the subject line or the beginning of the email that you want to both connect with the reader and suggest a commercial collaboration.

Take some time for a perfect subject line

When you’ve set a secure email service and you know how to differentiate emails, you should learn more about creating the right subject line.

Every subject line should be treated like a small tagline. Simply put, the main purpose of taglines is to draw people’s attention to your product. Translated to the email environment – the subject line should comprise the entire message written in the body.

First and foremost, it’s clever to create the subject line when you’ve come up with final version of the email. So, read the message and write down several potential subject lines. Again, be careful with CTA verbs and constructions. However, if you’re writing to an old client, feel free to offer them something special already in the subject line.

On the other hand, if you’re just trying to reach out to a potential customer or business partner, the subject line should address them in a gentle and easy-going manner. For instance, imagine that you’re writing just to remind a fellow entrepreneur about your conversation at a business event. In that case, the subject line should contain the name of your business and a concise message – something like “Peter Green from XY Company – invitation to collaboration”.

Just give yourself some time for a trial and error period before you choose one perfect subject line and use it for your business email.

Organizing the structure

The structure of your business email will have a large effect on its reception. Knowing that, it’s extremely important to start your email with a polite greeting. Also, wishing the recipient a successful day or a fruitful work week is a fine start.

Also, you shouldn’t show any tension or impatience, not only at the beginning of the email, but throughout the e-letter.

When talking about the intro, make sure that you mention why you’re writing. The example from above, in which the sender is reminding the recipient about their meeting at a business event could be explained into details in this part.

As for the body, here you should place your suggestions, offers, business data or any other features that may be relevant to the recipient. If you have several things to cite, use bullets or numbers, to make it easier for the recipient to read the email.

At this point, it’s important to stress out that business emails should never cover too many topics. Mentioning too many different things will weaken the impact of the email and the reader will lose interest in it.

Finally, the conclusion should contain a list of items you’re sending attached to the email. Moreover, nudge the recipient to reply to you within a reasonable period of time and send them your regards.

Focusing on the recipient

As we’ve already mentioned in the previous paragraph, the recipient should be the center of your email. Even if you’re trying to establish a collaboration that will eventually lead to some financial relationship, this entire process will bring results only if the other party will also benefit from it.

Therefore, if you’re writing a commercial email, always include some financial figures that will show the recipient why working with you is better for them. For example, if you’re selling cloud storage space, give them an offer that will beat your rivals. Likewise, let them know how they can benefit if they decide to use your services or products for a long-term period.

Furthermore, when you’re crafting a professional email focused on the recipient, make sure that you provide the other side with some non-financial perks. For example, you can offer them publishing their posts on your blog or the website.

Moreover, show the recipient of the business email that you’ve been following their work and cite some examples of their successful projects. All these features will help you write an effective business email.


The immense power of the Internet is contained in the form and nature of the email service. The electronic letter is still the most convenient means of Web-based business communication. If you learn how to compose and name a professional email, it will be one of the pillars of your business communication. The five considerations presented in this article will help you transform your email into a powerful business tool that generates more leads and builds new business partnerships, as well.

Mark Thomasson
Mark is a biz-dev hero at Invoicebus - a simple invoicing service that gets your invoices paid faster. He passionately blogs on topics that help small biz owners succeed in their business. He is also a lifelong learner who practices mindfulness and enjoys long walks in nature more than anything else.
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