Writing emails may not be easy

Constance Holmes FEBRUARY 27, 20204 MIN READ
Writing emails may not be easy

It is important to come across professionally when communicating with buyers, particularly as this may be their first experience dealing with your business. Moreover, if your communications are professional, buyers will assume that you handle all aspects of your work with the same level of professionalism.  

How to write a business email

Email setup

  • Professional email address

When communicating with buyers it is important that you always use your business email. This is so that the buyers know who the email is coming from, as your business email should include your name as well as your company name. It is also important to ensure that your email address is in English, again so that the recipient is able to easily identify who the sender is.

  • Relevant recipients

Ensure your email is only sent to relevant recipients by adding or removing people from the email chain as necessary. Sending emails to people who don’t need them will waste their time, and missing out people who should be included will not help you to achieve your goal.

Email content

  • Subject line

The subject line needs to show the value of the email as people largely decide whether or not to open an email based on the subject. It should also be straight to the point, as longer subject lines will be cut off in people’s inboxes. Moreover, once you have established an email conversation it is important that you update the subject line as the conversation evolves, so that it always relates to the email content.

  • Format

Use a standard format: the text color should be black and a readable size, and a standard font style, such as Times New Roman or Arial, should be used. Don’t use all capitals, either in the subject line or the main body of the email.

  • Professional tone

A professional tone is achieved by paying attention to the language and punctuation that is used in the email. In terms of language, make sure it is clear and respectful, and that you address and sign off your email formally. You should also pay attention to the type of words you use. Avoid negative words, such as failure and wrong, and instead focus on polite language, such as please and thank you. In terms of punctuation, it is advisable to use exclamation points sparingly, if at all.

Tip: check your tone by reading your message aloud before sending.

  • Email signature

Always include an email signature with your name, job title, company, and a link to your company’s website.

  • Double-check

Before sending your email make sure you proofread it for mistakes and check that any attachments have been uploaded. Finally, double-check the recipients and make sure any Cc or Bcc individuals have been assigned correctly.

Important to note

  • Timely responses

Make sure all emails are responded to in a timely manner, usually within 24 hours. If you are not able to send a full reply within this timeframe, then acknowledge receipt of their email, and notify them when you expect to be able to give them a proper response.

  • Cultural differences

When emailing people of different nationalities, it’s important to bear in mind certain cultural differences. People from high-context cultures, such as Japan and China, have a much more personal approach to business, and this may be reflected in their style of communication. On the other hand, individuals from low-context cultures, such as Germany and America, have a much more direct approach.


It is important to come across professionally when communicating with buyers. In order to do this, you should pay attention to your email setup and content. In regards to email setup, note your email address and the recipients of your email. In regards to email content, pay attention to the subject line, the format and tone of your content, and make sure to sign off with an email signature, before double-checking everything is correct before sending. Finally, it is crucial that you respond to emails in a timely manner, and that you take into consideration cultural differences between different nationalities, so that you can tailor the style and content of your email.