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If your email inbox is anything like mine, (or FAR more likely, your spam/junk folder) it potentially contains the odd business email that reads like it was written by a bot. A generic opener along the lines of “I trust this email finds you well”, or “I’m reaching out to…” followed by a paragraph or two of corporate waffle that could have been a single sentence.

We all need to send sales or marketing emails, but if we want to get better results we can up our game with this pre-send email self-audit.

The 5-minute email audit checklist

1. The “reach out” reality check

Did you write “I’m reaching out to…” anywhere? Stop. Just stop. You’re not on a mountain rescue mission, running a therapy session or a member of The Four Tops. You’re sending an email, possibly to a pedant like me who will immediately bin it.

Try instead:

  • “I’m writing to…”
  • “I’m contacting you to…”
  • “I’m emailing about…”

Your recipients will thank you for treating them like thinking rational humans, and not members of an (tribute band) audience.

2. The coffee test (especially if you’re “over the pond”)

Did you invite someone to “grab coffee” or “catch up over coffee” when you’re based in different countries or at opposite ends of a quite large one? Unless you’re offering to pay for international flights, this will just come across as ill thought out.

If you’re genuinely suggesting a video call over hot beverages, say that. If you want a phone chat, say that. If you’re just being friendly, a simple “I’d love to chat more about this” works perfectly.

3. Hunt down your rogue Zees

This one’s my personal bugbear. If you’re writing to UK audiences, check for American spellings that have snuck in:

  • Organize → Organise
  • Realize → Realise
  • Analyze → Analyse
  • Specialize → Specialise

Your spell-check might not catch these (depending on your settings), but your British readers definitely will. It’s screaming either unchecked AI or plain don’t care.

4. The clarity test

Read your email out loud. If you stumble, your reader will too. Look for:

  • Sentences that are too long
  • Paragraphs that are too long
  • Words you wouldn’t use in conversation
  • Acronyms you haven’t explained

5. The crystal-clear opt-out check

If your email is marketing, promotional, or part of a series, make sure your unsubscribe option is:

  • Easy to find (not hidden in tiny text)
  • Simple to use (one click, not a treasure hunt)
  • Clearly labelled (“Unsubscribe” not “Update your preferences to receive fewer emails”)

Your email reputation depends on making it easy for people to leave. Hammering people with no opt-out is damaging your reputation.

6. The human test

Does your email sound like it came from a person? If someone replied to your email in the same tone you used, would you think they were being odd? Try it, it’s a very simple way of checking your tone.

Replace:

  • “I trust this finds you well” → “Hope you’re doing well”
  • “Please don’t hesitate to reach out” → “Please let me know if you have questions”
  • “Per our conversation” → “As we discussed”

The 30-second final check

Before you hit send, ask yourself:

  • Would I be happy to receive this email?
  • Is it clear what I want the recipient to do?
  • Have I made it as easy as possible for them to respond?

If the answer to any of these is no, you’ve got more work to do.

Why this matters

Clear email communication isn’t just about being polite (though it is that). It’s about getting things done. When your emails are clear, people respond faster, understand what you need, and actually want to work with you.

Plus, you’ll stand out. In a world of “reaching out” and “circling back,” being refreshingly direct is a superpower.

Try this audit on your next five business emails. Your recipients – and your results – will thank you for it.

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