Summary

1- Momentum

2- Length

3- Tone

4- Much ado about ghosting

Four Email Etiquette Tips To Live By

1- Momentum.

Believe in momentum.

When a client, prospective client, producer, or colleague emails me, I respond in minutes, especially if the topic is a new project. Your prompt response shows your interest and excitement without having to say it. That subtle enthusiasm is infectious to anyone else on the thread. It sounds too simple to be true, but it does affect the tone of the rest of the project if you can keep it up.

2- Length.

When a client sends me a message, check the length. If their email is five sentences, match its size with a five-sentence response. Give or take.

One-sentence replies risk being aloof and not taking their query seriously. A multi-paragraph response reeks of desperation, emotions, or caffeine, of which I have been guilty of all three.

Match their length.

3- Tone.

Match their tone.

This tidbit goes hand-in-hand with #2. If they are excited, you are excited.

Or if they asked a yes or no question, the first word in your response should be yes or no, followed by a short supporting sentence.

Client

"Do we need permits to shoot in Golden Gate Park?"

You

"Yes. In the past, having permits protected projects from being shut down and gave us more freedom to move through the location."

end of email.

If the message is dry and to the point, then omit the "Hope you had a great weekend!" small talk and go straight at the imperative of the message. This tact has been especially useful when discussing money.

For example, when emailing and discussing invoices with accounts payable/receivable team members, notice how straight to the point they are. Below is an actual email thread.

Me

"Please confirm the receipt of the attached invoice for payment due on the 15th. Thank you."

Client's AP team

"Received. Our current payment policy is a net-60 schedule."

Me

"Please find the attached signed contract approving net-15 payment terms. Thank you."

Client's AP team

Crickets, but payment lands on time.

4- Ghosting.

This is a big one.

Just like dating, it happens. And just like dating, never take it personally. I know it's tough, especially when a dream project evaporates. Please remember it happens to the best of us and will continue to happen.

I spend hours drafting treatments and proposals, knowing there is a chance it will all be for nothing. That's okay, as it is a part of doing business. If they ghost you, this is an opportunity to be the adult in the room.

Follow up once. Just once. Be polite and professional.

"Good afternoon. I am following up regarding the proposal emailed on Monday and am awaiting your response. Thank you."

Again, avoid coming off needy. Desperation is the killer of relationships. Short and to the point.

A non-response is a response. When someone chooses not to respond, that tells me everything I need to know. It's not personal, but it is informative. Most of the time, something landed on their plate that took priority. It happens. Please remember that on the other end is also a human being.

If the individual shows back up down the road with a new project, I have better expectations and, most likely, a higher rate. Hey, it pays not to ghost.

Stay Hungry My Friends