Hire a Sq ua res p a c e d e sig n Ex p ert a n d ge t yo ur v ery o wn w ebsi te up a nd runn ing fas t .

L EA RN ×
MO RE →
MENU

THURSDAY, APRIL 25, 2019

Writing client emails

It’s never been more important to stand out in an inbox.
Good emails attract clients, develop trust, and foster
collaborative working relationships. These guidelines
can help you communicate in a way that keeps your
clients and your projects moving forward. Pair these
tips with the Squarespace Email Campaigns suite of
email marketing  and analytics tools for maximum
impact.
An email to a prospective client can either solve a problem or create one. The di erence between those outcomes is
MENU
focus. An e ective email focuses on making the client’s life easier. It saves them time, makes them want to hire you, and
gets them to open every email you send in the future.

Prospecting emails

Take your time

An email is a request for attention. Every sentence will either keep the client reading or send them back to their inbox.
The message has to be more important than everything else at hand. Remember, it’s easier to ignore an email than it is
to open, read, and respond. From the subject line to the signo , every word should matter.

Before sending an email, make sure it has a clear purpose. Read through and edit anything that isn’t necessary. It’s a
good idea to pause for a moment and ask if it’s appropriate for the situation and the audience. These preliminary steps
lead to emails that respect the client’s time. This alone will separate your email from most of their inbox clutter.

Provide concrete actions

O ering a solution instead of personal, introductory details saves everyone time. The personal details will be relevant
once you have the client’s attention, but providing solutions earns their interest. It proves your quali cations more
convincingly than a summary of your resume. Instead of making them weigh your experience against their demands, it
shows them you have a solution. After providing a solution, don’t leave it to them to gure out how to proceed—let
them know what it will take.

It’s worth noting that even if the client receives the perfect answer to their problems, they may not respond. They’re
busy. If they don’t answer, follow up in about a week. They may mean to respond and appreciate the reminder. If there’s
still no answer, know when to move on. A good rule of thumb is two follow-up emails.

Make it about them

Many people inadvertently make themselves the subjects of their emails. When they’re pitching a client, they go for the
straightforward sell. They'll tell the client about their skills, their interests, and list a number of reasons why they’re
MENU
good for the job. They may be right, but this approach makes the client connect the dots. It makes them wonder if the
person behind the email can solve their problems. A better approach is to make a quick introduction, then focus on the
client and address their problems proactively.

Before emailing a client, research them. The more you know about their point of view, the more you’ll resonate with
them. If the client has written a book or published articles, it’s a good idea to read at least a few. These will reveal how
the author approaches business, which will help you determine whether or not you want to work with them.

When writing to them, talk about something they’ve said or done that struck a chord. This shows them you’ve done
your research and understand  their approach. Instead of making them wonder if you’re on the same page, you’ve
shown them you are. This makes the next step of the email easier.

During the project

Get context and timing right

After you’ve reached the client and agreed on a scope, the communication doesn’t stop. It’s important to know when to
email, call, or have an in-person conversation. More on that later.

Generally, emails are great for busy clients, messages that aren’t time-sensitive, transferring les, and creating a record.
It’s also good to know that people respond more to emails sent during these times:

• Tuesdays, Wednesdays, and Thursdays

• 6am (many people start the day with emails in bed)

• 10am (people have had a chance to get their bearings)

• 2pm (people may be looking for an afternoon distraction)

• 8pm (people check their emails before bed).

Working with busy clients
MENU
Some clients simply have zero time. In addition to working with you, they’re managing a supply chain, customer
service, and a handful of vendors. For these clients, email should be the default mode of communication once you’ve
agreed on a course of action. They probably can’t predict their schedule, and throwing more on their calendar could
add to their stress. They’ll appreciate concise emails that keep them moving forward.

Not all communications are imperative. Email is great for information that doesn’t require immediate action, such as
periodic updates and educational information. When you reach a milestone, you may want to send your client a recap
of what’s happened and what’s ahead. This lets the client know that their business is being handled and gives them an
outline to reference.

Educational content, such as articles and best practices, can be a good way to plant seeds for future projects. Clients
rely on their creative partners to build for them, but also to make them smarter. For this kind of heads-up information,
email is the perfect setting.

Managing data and les

It’s never wise to send con dential information via email. Between data breaches, social engineers, and phishing
attacks, it’s better to err on the side of caution. If you’re dealing with highly con dential information, nd a more secure
way to communicate, such as a password-encrypted PDF.

We’ve established that clients are busy and may not remember everything they see or agree to in a meeting. Your
emails should provide them with a snapshot of their project.

Files, screenshots, and quick questions should be sent by email. This helps clients see where a project is and provides a
reference for questions that may come up as the project is underway. Similarly, it’s important to create a record. When
you agree to a scope of work, put it in writing. When you have a call or a meeting, send them a quick summary. This will
make it easier for them to keep track of the project. It will also help you defend your hours spent working if they forget
what they agreed to.

When to schedule a call or a meeting

For more nuanced or sensitive communications, a call or meeting can work better for you than emails.
Communication preferences
MENU
It’s also important to note that not everyone likes email. Some prefer calls or face-to-face meetings. If a client doesn’t
reply to emails, but is otherwise responsive, they may communicate better by phone or in person. When this is the
case, it’s crucial to adapt. With a little planning and exibility—plus a conversation about preferred communication
channels early in the project—it’s easy to develop a productive working relationship.

Longer messages

Email is best for shorter, simpler messages. Longer emails can intimidate the client, be ignored, or wind up shelved for
later (even never). If your email is too long, there’s a chance you won’t be understood or get a response. In these
situations, it’s better to arrange a meeting or a call. A rule of thumb: if it takes more than a few lines to explain, it
shouldn’t be an email.

Emotional content

Emotion doesn’t typically come across well in emails. Without contextual cues, such as tone and expression, the
message may be easily misconstrued. If your client sends critical feedback through an email, there’s no need for a
heated response. Get them on the phone and ask them questions. They rely on your expertise and may need you to
walk them through the work.

Two-way communication

If you have bad news to deliver, or you’re expecting immediate feedback, it’s better to share it by phone or in person. It’s
important to give your client a chance to react and ask follow-up questions. It also allows you and the client to nd a
solution together. With a little creative problem solving, there may be no problem after all.

Sample email pitch

Here’s a sample pitch email to a client. Feel free to tweak it or use it as inspiration for your own prospecting emails.

Hi, [client name]!

I’m a web designer and a longtime customer. The last time I made a purchase, I identi ed a few ways I could help you
improve your website and make it work harder for you and your business.  I’ve helped similar clients increase their
MENU
conversion rates by 10–20%.

Are you available to talk early next week?

Thank you,

[Your name or business]

[Link to your work samples]

Written by Tony Syros

Dashboard What is Circle? Member stories FAQ Marketplace Workshops

Terms Privacy