Source: Fast Company, Oct 2016
LEAD WITH THE ASK
Without being abrupt or pushy, it’s important to put your ask at the top of your email—within the first sentence or two if possible. The goal is to get the reader’s attention and have them understand the action that’s being requested immediately.
In a short-attention span world, it’s best to get right to the point immediately and do your explaining later. Think about what will appear in the two-line message preview the recipient will see as she scrolls through her inbox: Will it capture her attention?
ESTABLISH YOUR CREDIBILITY
Why should I care? is the tacit question hovering in most people’s minds as they open an email, especially if it’s from someone they don’t know. This is why establishing your credibility early on in the message is crucial. Tell your reader why you are different, why you are accomplished, or why they should pay attention to you.
MAKE THE WAY FORWARD CLEAR
You’re much more likely to get a response from someone if it’s clear what the next step is.