Overview:

This document outlines principles for writing emails the Lumiere way. For new teammates, especially those who have studied outside of the US (where these practices are more common), I highly recommend you reviewing this and internalizing them.

Rule of thumb:

When writing externally, imagine that you are writing to an American friend that you know is busy. As this is a friend, you would try to write informally and show caring for them individually. But, because you know they are busy, you would try to be focused and get across your ideas quickly.

Email Principles

Informal > Formal

As an organization, we want to treat other people as humans. This means that when we write to others, we tend to be more informal than formal. Using informal, but concise, language helps close the relational distance between the recipient and the sender. In general, we prefer people to use American-style informal language when writing emails (this is the global standard for corporations).

• Examples of formal language (Avoid this)
• Example of informal language (do this)

Be warm & caring, not cold, transactional, or spammy

When you are writing to someone, show that you care about them. This goes back to the principle of treating the people you are emailing like people. You want to come across as caring about them as people (because you do!) and not that you are trying to use them for something.

• Example of transactional language (Feels like a marketing email)
• Example of personal language (individualized, personal, not marketing)
• **Example of cold language (**Avoid this)
• Example of warm language (Do this!)

Check for typos & factual errors

It’s important that all of the emails you send externally be clear of typos and factual errors. Typos damage your credibility and signal incompetence. READ THROUGH YOUR EMAIL at least once before sending it. This might feel tiresome, but it will help you build the habit of writing stronger, more professional emails. Don’t just check for typos, also make sure that the information you’ve given across is clear and easily understandable.

Lead with the top-line message (Pyramid principle)

Write the most important part of your email in the first paragraph. This falls into the broader principle of “Pyramid communication.” In this type of communication, you want to have the most important message come up at the top, then the detail following below this. (This is classic McKinsey wisdom by the way). The key is to think “What is the ONE thing that I want to express in this email.” Then write it at the top (usually at the end of the first paragraph).

• Example of a top-line message