Tips & Tricks ➊ Bad emails start with lame subject lines. You want it short, direct, urgent. The one on the previous page tells me why I need to open the email NOW. ➋ You want the news or ask in the first sentence, always. Make people feel like they MUST read on. ➌ Give the recipients the “Why it matters” context. In email, this creates a replicable framework to provide the supporting data right after it. ➍ Bullets make it easy for skimmers and close readers to catch the most important data points or supporting ideas. ➎ Bold any words or figures or names you want to stand out—here, again, it’s
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