Creating Impactful Emails

sending emails

Did you know that 92% of adults still send emails? Email is not a dead medium. Moreover, email is 40 times more effective in acquiring new customers than social media platforms like Facebook or Twitter. Social media tends to be too broad because you’re trying to talk to the masses instead of creating a bond with just 1 person. With the built-in personalization of e-mail, the direct connection that you establish with the reader builds more impact and trust. You can also build a stronger relationship with someone if you use the information that you get from social media when you see them face-to-face or in your email. For instance, after seeing a client’s wedding anniversary photos on Facebook, you can send them a congratulatory e-card/e-greeting. 

How are you using emails within your business and are you using them effectively? For example, when I check my inbox, I know that there will be at least one message from one of my favorite authors and I get excited. I get excited because his emails are always entertaining and informative. My inbox will also have a message from an advertiser that somehow doesn’t end up in the spam folder automatically. Those messages get deleted instantly because I do not see the value in opening useless spam.

Which example are you? Are you creating email content that intrigues your reader or are you just sending out massive amounts of spam? Brad Sugars emphasizes that emails should dazzle your readers with your personality and showcase the human side of your business. This takes placing yourself in the shoes of the reader. You need to ask yourself, “how would my email make someone else feel?” You want to build that connection to your readers, so that they know you aren’t just seeing dollars signs when they decide to do business with you.

If you’re still having difficulty making that connection with your readers, then you can start by using DISC. DISC is a simple question and answer tool that measures observable behavior and emotions. When you’re composing an email, DISC can help you to speak to the reader’s style and draw them in. For moments when you don’t know the exact style of the person you’re emailing, ensure that your email uses elements from each of the styles. Here’s some tips for sending emails to the 4 different communication styles…


Sending emails to Dominant (D) Styles

D’s tend to think and act fast; they prefer communication that gets to the point. So when sending emails to them, make sure you’re using language that is direct and formal. They do not like idle chit-chat, so don’t waste time trying to build a relationship with your introduction. D’s appreciate emails that are brief and have a clearly stated purpose. If you can use bullet points, that’s even better!

If you are the Dominant Style

While being short and direct is perfectly okay, it’s also good to build some rapport. So add personal touches to your emails. You could open the email with a short introduction that asks the person about their day or just say “Hi”. You could also close your email with a “Have a nice day” or some other warm closure. All of this will pay off because the other more social styles will appreciate your efforts.


Sending emails to Influence (I) Styles

I’s tend to be more social and naturally prefer face-to-face communication. So you would need to make an email that’s very personable. Keep things very light and friendly. You can even use color to emphasize points because they tend to like that added personal touch/vibrant colors. Also, using humor and praise goes a long way with I’s.

If you are the Influence Style

While emojis and abbreviations are perfectly natural for texting and social media, they are not acceptable in a business email. Try not to get too carried away with building a personal relationship with the receiver that you forget to be businesslike. Also, try to keep emails as brief as possible and focus on the task at hand. Remember, the emails that you send to friends are supposed to be different from the ones that you send to clients/coworkers. So ensure that you only disclose what is appropriate for the situation.


Sending emails to Steady (S) Styles

Since S’s are loyal, patient, and caring, they tend to appreciate emails that reflect this focus. Emails to this style should be warm and focus on the “big picture”. Specifically, S’s tend to like when the sender displays a perspective that considers the feelings and thoughts others. It is also important to be warm, but professional because S’s may be turned off by an email that is too personal.

More importantly, pay attention to how you give S’s bad news in an email. The email should convey that the person’s feelings and thoughts were taken into consideration before a final decision was made. If changes need to be made, don’t send that message via email. S’s are slow to make changes and reading that in a message can make it seem too abrupt/inconsiderate. Use face-to-face communication and a gradual approach to soothe the S’s concerns.

If you are the Steady Style

Being extremely kind and understanding are great traits, but it can also be beneficial to be direct and urgent. If a task needs to be finished right away, it is okay to relay a message that conveys that sense of urgency. Instead of saying, “whenever you get the chance, could you…” try putting a date on it. For instance, you could say, “I’d really appreciate it if you could [insert task here] before next Thursday.” That way the other styles understand that this is important. The others styles will also appreciate that your message was direct and specific.


Sending emails to Conscientious (C) Styles

C’s tend to be orderly and methodical as well as a little introverted. The C‘s tend to favor emails more than any of the other styles. That’s because C‘s tend to be better with written words than face-to-face interaction. C’s tend to like messages that are more logical than emotional. Make sure you’re sticking to the facts. Moreover, C’s tend to think through their decisions and they don’t like to be incorrect, so give them time to craft a reply. If you happen to need an immediate response, then give them as much information as possible within your message. Ensure that you also include a timeframe for when you need their response as well as exactly what you need them to do.

If you are the Conscientious Style

Since you can be wordy due to a tendency to need and want all of the details, ensure that you state the most important point of your message at the top. D’s and I’s are likely to skim or skip messages that are too long. It’s best if you quickly summarize what you need first before going into detail in the rest of the message. If you need the other styles to do something, make sure you state the action first as well. D‘s and I‘s will lose interest if they have to search the message for the action item.

Pro Tip

If you don’t know the style of the individual, as previously mentioned, sprinkle a little bit of all the elements of each style within your email. For the D‘s, bold the most important parts of the message, so that they get the information that they need to make a quick decision. At the same time, provide enough in-depth information so that the C‘s feel like they know enough about what you’re talking about to make a decision. Be formal, but friendly throughout the entire email so that the I‘s and S‘s can connect with you more personally. Put the most important information in the beginning of the email, so that the I‘s and D‘s get what they need from you early on without having to read too much.


Seth Godin states that, “the habits we groove become who we are, one minute at a time.” So let’s start by using communication that considers the perspective of the other person. That way, we’ll leave people with a positive and lasting message that builds relationships and grows your business.