Subject Line. Never leave it blank. Avoid generic subjects like “Question’’ or “Important Issue.’’ If you’re asking someone to do something, put the question in the subject line: “Can you speak at Acme’s annual customer conference, Feb. 4th?’’ You may want to mention your company name in the subject: “From Acme: Have you received your invite to our annual customer conference yet?’’
Greeting. Putting someone’s name at the top of an e-mail suggests that it was written especially for them, not mass-mailed to a giant list. You can be casual (“Hi, Fred,’’) or more formal (“Dear Fred:’’).
Connection and context. Did a mutual acquaintance suggest that you e-mail? Are you following up on a quick conversation at Starbucks? Are you visiting Dallas and trying to line up some meetings? Give the reader some context, and don’t be afraid to mention the name of someone you know in common.
Call to action. Don’t be vague about what you want from the recipient, or any impending deadlines. Limit choice: offer three different decisions they can make or five options of a time and place for a meeting. You may want to underline text or use bold to highlight a deadline.
Signature. Add an automated signature file to your outgoing e-mails, at least for people you haven’t e-mailed before. Include your phone number (or Skype user name), so exchanges that require more in-depth conversation can take place by phone. You may also choose to include a link to your profile on LinkedIn, your blog, your Twitter feed, etc.
