When you receive an email that begins “I hope this email finds you well” you will probably react in one of two ways. You may barely register it’s presence and look to get to the point of the email or, you will shudder inwardly at the appearance of this ill advised and rather gauche salutation. What you will not do is think I am so glad that the correspondent has enquired about my well being in such a caring and imaginative way.
It’s banal filler, the email equivalent of elevator music. When clients open an email, they want to know why you’re writing and whether it matters to them. Starting with a vague enquiry about their well being wastes their time and subtly signals that you might want something from them (typically their time or their money) and are embarrassed or ashamed to ask. It is the equivalent of a gentle stage cough in a quiet room from someone seeking attention from people who are busy doing other things.
Most of us have dozens of emails each day and rather than read them in detail we scan them and this is especially true of those from people with whom we have a commercial relationship. If you are the one doing the emailing you should think of the opening line as your one and only chance to gain the reader’s attention. Wasting it with a stock phrase that adds no information will not help your chances of success.
It is a phrase that can sound oddly impersonal. Ironically, this sentence which is meant to sound warm often does the opposite. That is because it’s so overused and it reads as automated even when the email isn’t. Clients may not consciously judge you for it, but if they do they will likely conclude that you are not thoughtful, specific, or confident.
There’s also a subtle power issue. “I hope this email finds you well” can feel timid, especially when followed by a request, a deadline, or a problem that needs solving. Clear, direct openings project competence. Wobbly pleasantries do not.
So what should you do instead? Lead with purpose. Reference the context and get to the point kindly but efficiently. For example: “when we spoke last week I mentioned we would be releasing the dates for this year’s client events and you asked that I share them with you…” Still polite but useful and showing that you listen to the client and that you place great value on their time and attention.
In short, your clients don’t need to see your email cluttered with this or indeed any other similar blandishment. They need it to convince them you are informed, concise, and confident in your purpose.
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