Most emails are pretty bad and easy to ignore.
“Just checking in…”
“Wanted to circle back…”
“Hope this finds you well…”
None of that requires a response. And if your message doesn’t require a response, you’ve already lost.
This is coming up in almost every conversation I’m having right now. People are doing good work in meetings. They’re asking better questions. They’re getting closer to real conversations. Then they follow up with an email that sounds like everyone else.
Long. Polite. Safe. And completely skippable.
The real problem is avoidance.
Most of these emails are trying to accomplish too many things at once:
- Be polite
- Be thorough
- Show value
- Keep the relationship warm
- Avoid being “pushy”
So what do we get? A paragraph that says nothing clearly enough to act on.
One of the biggest issues professional services firms face is defaulting to behaviors that feel safe but weaken their position. This is one of those moments. You’re trying to maintain the relationship… but you’re avoiding clarity. And clarity is what actually moves things forward.
The inbox rewards relevance.
Your prospect is not reading your email thinking:
- “This is well written.”
- “This is thoughtful.”
- “They clearly put time into this.”
They’re scanning for one thing: Is this worth responding to right now?
If the answer isn’t obvious in a few seconds, they move on. That’s why most emails get ignored. Not rejected. Ignored. And that’s a harder problem.
What we’re changing with our clients
I’ve been working with teams to rewrite real emails they’re sending. Same people. Same accounts. Same opportunities. We’re just changing how they show up in writing.
Here’s what typically changes:
1. We cut the length in half
Most emails are twice as long as they need to be.
If it takes more than a few seconds to understand your point, it’s too long.
2. We remove low-value language
“I’d love to…” “Happy to…” “Just wanted to…” These phrases don’t add clarity. They soften it.
3. We focus on what matters to them, not what we do
Instead of listing capabilities, we anchor to something relevant:
- What we’re seeing in their industry
- What others in their role are dealing with
- A specific problem that may or may not apply
4. We make the ask simple and direct
Not a paragraph. Not a pitch. Just a clear next step.
Instead of this:
“Hi John,
Hope you’re doing well. I wanted to follow up on my previous email and see if you had time to connect. I’d love to learn more about your current challenges and share how we might be able to help…”
Try something closer to this:
“John,
We’re seeing a lot of firms struggle with stalled opportunities right now; not sure if that’s relevant on your side.
Worth a quick conversation?”
That’s it. Short. Clear. Easy to respond to. And most importantly, it gives the reader a reason to engage.
A simple test before you hit send
Before you send your next email, ask yourself: If I received this, would I feel any pressure to respond?
Not guilt. Not obligation. Actual relevance. If the answer is no, don’t send it yet. Fix that first.
Why this matters more than you think
This isn’t just about email. It’s about consistency. You can’t run a strong, consultative conversation and then follow it up with a message that puts you back in a passive role. That disconnect is where momentum dies.
At Next Level, we spend a lot of time helping teams align behavior across the entire process. Not just what happens in the meeting, but what happens before and after too. Because small things like this compound. And right now, most teams are leaking opportunity in the inbox.
Where are your emails being ignored?
If this hits home, let’s talk.
