This presentation covers why emails suck, how a good email gets you what you need, and reveals the best email ever written. It was delivered by Katrina Esco during Ignite Houston 2012 under the Ignite format (5 minutes to present 20 slides that auto-advance every 15 seconds).

1. The Best Business Email Ever Written
A life-changing presentation
by Katrina Esco

2. Ray Tomlinson
Sexy Beast, Inventor of email
"The first e-mail is
completely forgettable,
and, therefore,
forgotten.”
– Tomlinson to NPR, Nov. 2009
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

3. The Plan
1. Explore why email sucks
2. Demystify how good emails get you what you need
3. Review anatomy of The Best Business Email Ever Written
Katrina Esco
Katrina Esco
kesco@schipul.com
kesco@schipul.com
Titter: @KatrinaME
Twitter: @KatrinaME

4. No help from the sender 
From: Mark <mark@email.com>
Sent at 11:24 AM (GMT)
To: Jim <jim@email.com>
Subject: Meeting
Importance: !
Hi, Jim,
I just wanted to remind you about the meeting we have
scheduled next week. Do let me know if you have any
questions!
Best wishes,
Mark
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

5. …what meeting?
Katrina Esco
Katrina Esco
kesco@schipul.com
kesco@schipul.com
Twitter:Twitter: @KatrinaME
@KatrinaME

6. The Score
SENTENCES SITUATION
(STATUS= JANKY)
QUESTIONS
TOTAL LOSS
WANNA ASK, (IN MINUTES)
MARK?
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

7. Mark =
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

8. How do good emails get
you what you need?
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

9. “I have always believed that
writing advertisements is the
second most profitable form of
writing. The first, of course, is
ransom notes…”
-Phil Dusenberry
Advertising Hall of Fame Inductee, 2002
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

10. Time
Available Resources
Prior knowledge
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

11. ACTUAL Chain letter from Grandma.
From: Grandma
Sent: Wednesday, January 19, 2011 8:42 AM
To: Mary, Kim, Dianna, Cherry, Terry, Trina, Ashley, Ray, Becky, HOUSTON, EARTH, JUPITER
Subject: FW: Visit to the clinic – AMAZING!
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

12. Anatomy
of the Best Business Email Ever Written
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

13. Subject: It’s a spoiler --- not a teaser.
From: Rodney <mark@email.com>
Sent at 11:24 AM (GMT)
To: Whole Office <office@email.com>
Subject: No coffee in the office this
morning
Hi, Jim,
I just wanted to remind you about the meeting we have
scheduled next week. Do let me know if you have any
questions!
Best wishes,
Mark
Katrina Esco
Katrina Esco
kesco@schipul.com
kesco@schipul.com
Twitter:Twitter: @KatrinaME
@KatrinaME

14. Intro: Be brief. Be direct. State your intentions.
From: Rodney <mark@email.com>
Sent at 11:24 AM (GMT)
To: Whole Office <office@email.com>
Subject: No coffee in the office this morning
Yesterday we sent out security updates.
Since they’ve gone ignored, I’ve
confiscated the coffee pots. There is no
coffee this morning.
Please follow the steps below to complete your safety updates. Look at the
coworker next to you. Chances are, they’ve completed theirs and suspect this
is entirely your fault. I will confirm their suspicion with a list. They will hate
you.
Please complete the updates in 20 minutes and reply to this email with a
screen shot of the completed notification.
Thanks!
Rodney, VP of Network Security Katrina Esco
(555) 867-5309
kesco@schipul.com
Twitter: @KatrinaME

15. Body: Explain the next steps.
From: Rodney <mark@email.com>
Sent at 11:24 AM (GMT)
To: Whole Office <office@email.com>
Subject: No coffee in the office this morning
Yesterday we sent out security updates. Since they’ve gone ignored, I’ve
confiscated the coffee pots. There is no coffee this morning.
Please follow the steps below to complete your safety
updates. Look at the coworker next to you. Chances
are, they’ve completed theirs and suspect this is
entirely your fault. I will confirm their suspicion with a
list. They will hate you.
Thanks!
Rodney, VP of Network Security
(555) 867-5309
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

16. Close it: Put your contact info.
From: Rodney <mark@email.com>
Sent at 11:24 AM (GMT)
To: Whole Office <office@email.com>
Subject: No coffee in the office this morning
Yesterday we sent out security updates. Since they’ve gone ignored, I’ve
confiscated the coffee pots. There is no coffee this morning.
Please follow the steps below to complete your safety updates. Look at the
coworker next to you. Chances are, they’ve completed theirs and suspect this
is entirely your fault. I will confirm their suspicion with a list. They will hate
you.
Reply to this email within 20 minutes with a screen
shot of the completed notification, and the coffee
pots will be returned.
Thanks!
Rodney, VP of Network Security
PH (555) 867-5309
“If I wasn’t rappin baby I would be ridin’ Mercedes!” – Pimp C
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

17. The Signature: Phone number. Please.
From: Rodney <mark@email.com>
Sent at 11:24 AM (GMT)
To: Whole Office <office@email.com>
Subject: No coffee in the office this morning
Yesterday we sent out security updates. Since they’ve gone ignored, I’ve
confiscated the coffee pots. There is no coffee this morning.
Please follow the steps below to complete your safety updates. Look at the
coworker next to you. Chances are, they’ve completed theirs and suspect this
is entirely your fault. I will confirm their suspicion with a list. They will hate
you.
Reply to this email within 20 minutes with a screen shot of the completed
notification, and the coffee pots will be returned.
Thanks!
Rodney, VP of Network Security
PH (555) 867-5309
Uplifting quote? (._.) Optional.
“If I wasn’t rappin baby I would be ridin’ Mercedes!” – Pimp C
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

18. We send
294 billion per day =
a Sh!t Ton, y’all.
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

19. Here comes the big finish…
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME

20. We will change lives.
Katrina Esco
kesco@schipul.com
Twitter: @KatrinaME