Good emails, bad emails (and how to tell the difference)
You send emails every day to share updates, ask for input, and keep things moving. However, not every email lands the way you intend.
Some messages spark quick responses and clear action. Others create confusion, are met with silence, or generate an endless chain of follow-ups. The difference between what makes a good email and a not-so-good one often isn’t the effort put into it, but the resulting clarity, structure, and perceived impact.
Why “bad” emails fall flat
Bad emails share a few familiar traits: they bury the point, overload the reader with unnecessary context, or leave the action item unclear (or missing entirely).
Research backs this up. Studies by workplace communication expert Gloria Mark (2014; 2023) and a 2025 study published in Information & Management show that when messages are long, unclear, or poorly structured, people spend more mental energy trying to figure out what the email means than actually responding to it.
Put simply, when an email feels confusing or overwhelming, it’s often skimmed, saved for later, or entirely ignored.
What “good” emails do differently
These are the ones designed with the reader in mind, and they quickly answer three questions:
- Why am I reading this?
- What do you need from me?
- When do I need to act?
Communication experts consistently emphasize that clear, concise emails improve responsiveness, decision-making, and trust. When people don’t have to guess at what’s being stated or asked, or about next steps, they’re far more likely to engage and respond appropriately the first time.
And let’s face it: that email you’re about to send is intended to knock something off your to-do list, so it’s in your best interest to make sure it’s written in a way that will accomplish exactly that!
How to write better emails (without overthinking them)
Ready to start building accessible content? If you’re not sure where to start, consider these best practices:
A few simple habits make a big difference:
- Lead with the point – put the ask, decision, or purpose at the start. Ask yourself: “If someone reads only the first two lines, will they know what this is about?”
- Be specific – instead of “let me know your thoughts”, clearly state what you need and by when: “Please review and approve by Thursday at noon.”
- Break it up – short paragraphs, bullets, and white space make emails easier to scan and understand.
- Match tone to purpose, keeping in mind that “friendly” doesn’t mean vague, and “professional” doesn’t mean stiff.
Clear emails are a courtesy
Bad emails don’t typically stem from bad intentions – they result from rushing, overexplaining, and/or forgetting there’s a human on the other end of the inbox who’s likely experiencing some of the same circumstances and emotions as the writer.
A solidly written email respects people’s time, attention, and mental bandwidth. In a world of overflowing inboxes, that respect goes a long way.
So before hitting send, ask yourself: Would I engage with this if I were reading it for the first time?
Want to improve your email communication? We can help!
Whether you’re refining internal messaging, client communications, or organization-wide email strategies, our team can help you create email campaigns that are clear, effective, and mindful.
Visit our Communication Consulting page for more details.