How to Write Emails Your Employees Will Read

The decision to reopen your workplace to employees after Covid-19 is not an easy one. There’s no clearly defined roadmap to safely and effectively bring people back together after more than a year apart. How to navigate and support the increased emotional loads workers may now carry? How to nurture team chemistry and collaboration in an in-person—or, more likely, hybrid—environment?

What is certain is that employees and internal stakeholders will look to leadership teams for clear and timely communication on what’s happening next and what’s expected of them. It’s no small task, but doing this well is how great organizations keep their teams informed, engaged and aligned. Now is the time to plan this communication carefully.

Here are five best practices that guide our work when planning and writing content for internal audiences—no matter the news to be shared. 

1.     Know who you’re talking to. (Really know them.)

Is it chief executives? Board members? Employees? Every audience is driven by different goals, motivations and challenges so get to know what these are for each group. As part of this, anticipate what questions each group might ask, and identify how they prefer to receive information. This will help you craft and deliver communication pieces that resonate. (More on this next.)

2.     Answer the burning question: WIIFM?

If there’s only one question you anticipate, this is it. What’s in it for me? is the key question internal audiences ask when processing company news. (Not unlike how you view a brand marketing message when shopping online.) Get ahead of this by addressing exactly what the news means for them. If you’re doing no. 1, then this exercise should be fairly easy.

3.     Don’t bury bad news. No excuses—just don’t.

Always lead with the news. Even if it’s not super great. This helps avoid confusion (“wait, what’s happening?”), shows respect for your audience and signals you aren’t trying to mislead or hide information. And, when you put the news out in front, you have more time to address WIIFM, along with any benefits or positive change ahead.  

4.     Sound like a real person.

Companies don’t write or speak—people do. So, don’t be afraid to let your messages sound human. Infuse personality, empathy and anecdotes. Remove stiff, stuffy language and jargon. Your audience will appreciate this, strengthening their connection to the organization.

5.     Have a clear call to action.

Don’t leave your audience wondering what’s next. Clearly communicate what they can expect and identify any actions they need to take. Include directions like timing and deadlines, and where to go for more information. If you’re delivering your message verbally, send a written follow-up communication reiterating these action items.

Regardless of the moment or issue—from return-to-office plans and updated masking guidelines to social movements and CEO transitions—the fact is: these five rules apply. Every time. We know the days and weeks move fast, so if you’d like help planning and crafting your internal communications, let’s connect.