Writing Action-Oriented Emails

Optimize Results and Get What You Need

The following are ways to improve responsiveness and communication. By structuring your email strategically, you will cut through the noise, inspire action, and save time.

Subject Line:

Focus your subject line on a strategic, action-oriented request to capture immediate attention.

Before anyone can respond, they need to open your email. Many of our internal clients are busy and don’t have time to read and answer every email immediately. To get a faster response, summarize your subject using action-oriented terms, so the reader knows exactly what you need.

Examples: See the examples, below. The subject lines in each row describe the same subject. But the first is focused, action-oriented, and tells the reader it’s a quick task. Whereas the second is vague and doesn’t provide enough information.

1) Strategic Subject Line: "Quick question about NPS project."

1) Vague Subject Line: NPS project

2) Strategic Subject Line: "Yes, or No? Reply needed on CM proposal."

2) Vague Subject Line: CM proposal

3) Strategic Subject Line: Help with a quick description section.

3) Vague Subject Line: Section in proposal

4) Strategic Subject Line: Have we submitted this expense report?

4) Vague Subject Line: Expense report

Key Takeaways: State your bottom line—what you want your reader to know. Use action words to capture their attention. Include an action step if possible. Be specific and informative.

Email Body:

Write clear, concise, and direct emails that elicit a specific action or response.

Be Transparent About What You Need: This makes it easier for people to respond and more likely they will fulfill your request. Emails are easily misinterpreted, which results in follow-up emails. With the number of emails people send/receive daily, providing explicit direction the first time saves time and improves efficiency. Clear, concise emails that elicit a specific action or response are more likely to get results.

Know Your Purpose: Ensure you are clear about the purpose of your email. You should know exactly what you expect from the recipient before you begin writing. If you’re struggling to write an action-oriented email or you find that it’s long and rambling, chances are you aren’t clear about its purpose.

Follow the One Thing Rule: The less you include in your emails, the better. That's why it's a good idea to practice the "one thing" rule. Make each email you send about one (main) thing only. If you need to communicate about another project, write another email later (at an appropriate time).

Include a Call-to-Action: A call-to-action email includes a clear request with a specific deadline. Sometimes, being explicit about what we need can feel counterintuitive. But we can ask for what we need in a concise and engaging manner. The last thing we want is to overwhelm the recipient with an email that is so politely vague, our message is completely ambiguous.

Most likely, if you are emailing someone, it’s because you need them to take a specific action. Don't shy away from making that request, and don't assume they'll automatically understand what you need and when you need it.

Call-to-Action Best Practices

• Do not be too general. Be specific about what you need from the recipient. Sending an email with a 50-page report and asking, “Can you review this?” is indirect and overwhelming. Instead, give the recipient explicit details in your request, such as “Can you review pages 4 – 18 and let me know if you have any changes by Friday?” This provides clear and helpful direction.
• Do include a deadline with your call-to-action. Some people feel uncomfortable requesting something and assigning a deadline, especially from an internal client. But if you can recall a time when you received a request without a deadline, it was probably annoying. It requires a follow-up email, and often, it can cause the recipient to forget about your request altogether. Eliminate confusion right away by making your timeline clear.
• Do write concise emails. Writing approximately three to seven sentences is usually good practice under normal circumstances. But remember your tone. Manners are important. So, do use opening phrases/pleasantries such as “I hope this message finds you well” or “Congratulations on your award” the first time you contact an individual that day. (Once is enough!) And do not forget to say thank you!

Key Takeaways: When writing action-oriented emails, be clear about the following items:

• The Action—what do you need them to do?
• The Actor—who do you expect to complete the action? If you want the recipient to do it, make that clear.
• Accountability—what should they do once they've completed the action? Tell them who to contact, even if it’s you.
• A Deadline—when do you need them to complete the action? Be specific.
• A Reason—why is this important to them? It can help to briefly explain how their action will help them, the company, or you. At the very least, let them know you are thankful.

Remember, the more often you stick to clear, concise emails that elicit a specific action or response, the more likely you’re going to get what you want out of the exchange.” – Ed Sullivan, 10Xmanagement

Call-to-Action

Template and Example Emails

The following are six common call-to-action email templates you can use for common email scenarios. In some cases, you may need to add (concise) details, but the call-to-action is clear throughout: what you need and when you need it. ?

CALL TO ACTION #1: When you need a question answered.

The Template: Can you let me know [your question]? I need an answer by [deadline] to [reason, result, and/or explanation]. Thanks!

The Example: I hope this message finds you well. Can you let me know if the client has responded with feedback yet? I need an answer by Friday to finalize the last section of this proposal. Thanks!

CALL TO ACTION #2: When you need information or a completed task.

The Template: Please provide information about [insert subject matter] via [where or how they should provide the subject matter] by [due date]. Please send the [finished product] to [insert name]. [Add reason or additional information if useful/necessary]. Thanks for your help!

The Example: Please provide any CM/CI information relevant to your latest project in section 3 of the attached report. By Thursday 1/21 at 2:00 pm at the latest. Please email the report to me as soon as you’re finished. The client is expecting a rough draft by the Friday morning. Thanks for your help!

CALL TO ACTION #3: When you need feedback.

The Template: Please provide your feedback on [subject matter] via [where they should provide feedback] no later than [due date]. Thanks so much for your help!

The Example: Please provide your feedback on slides 8 – 22 of the Jones Branch Connector Presentation using MS Track Changes no later than February 11th. Ken is looking forward to reading your comments. Thanks so much for your help!

?CALL TO ACTION #4: When you need to confirm a meeting.

The Template: Can we meet on [date] at [time] to discuss [topic]? Please let me know by [date] if that works for you. Thank you!

The Example: Can we meet on Thursday at 10 AM to discuss the recent project design? Please let me know by tomorrow if that works for you. Thank you!

CALL TO ACTION #5: When you are sending an update or resource

The Template: Please review [what you’re sending] before [date or event]. Please reach out to me directly with any questions or concerns. Thank you!

The Example: Please review the attached report highlighting this month’s traffic numbers before our team meeting. Please reach out to me directly with any questions or concerns. Thank you!

CALL TO ACTION #6: When you just need a response.

The Template: Please reply to this email with [what you need] by [date]. If I don’t hear from you by then, I will [what you’ll do]. Thanks!

The Example: Please reply to this email with your RSVP by Tuesday. If I don’t hear from you by then, I will assume you’re not attending the company dinner. Thanks!