Let’s clear something up: writing better emails isn’t about sounding more professional.
It’s about creating a client experience that feels intentional, effortless, and actually enjoyable.
And in a world where inboxes are flooded and attention spans are microscopic, the way you communicate matters more than ever.
Because your automations, workflows, and systems? They can be flawless.
But if your emails feel like a snooze-fest (or worse, cause major confusion) your backend still isn’t working.
Here are 5 common email mistakes that quietly chip away at your client experience (and what to do instead):
1. You write like a robot. 🤖
We’ve all received those emails: rigid, overly formal, and reading like they were drafted in a 1997 HR department.
But here’s the thing, your clients didn’t hire a corporation. They hired you. And the way you write should reflect that.
What to do instead:
- Ditch the overly professional filler and write like a real human.
- Mirror how you speak in a consult: polished, clear, confident, but still personal.
- Use contractions, keep your tone warm (or cool, whatever fits your brand), and remember that personality builds connection.
Your emails are an extension of your brand voice. If your tone doesn’t match the vibe you set everywhere else, the trust starts to wobble.
2. You’re info-dumping. 😩
It’s tempting to send all the details in one massive email, especially in your onboarding process.
You’re excited. You want to be thorough. But what you think is helpful often leads to overwhelm and confusion.
What to do instead:
- Map out your process and break it into phases.
- Automate emails to send each step at the right moment.
- Include only what’s needed right now.
Think of it as leading your client through the experience, not handing them the entire blueprint at once.
A strategic email flow beats an overloaded welcome email every time.
3. You skip formatting. 🗓️
Formatting is one of the most overlooked tools in your client experience arsenal.
And yet, we see it all the time: long paragraphs, no line breaks, important info buried in fluff.
What to do instead:
- Use bold text to highlight key actions or deadlines.
- Use bullet points for quick, scannable lists.
- Use short paragraphs and clear subject lines.
- Add white space (yes, it matters).
If your clients have to work to understand what you’re saying, you’re already losing them.
4. You’re not inviting conversation. 💬
The goal isn’t just to send info, it’s to open up a two-way street.
Generic lines like “Let me know if you have any questions” often shut down engagement more than they encourage it.
What to do instead:
- End with a specific, collaborative prompt:
- “Is there anything you’d like to change before we move forward?”
- “Does this timeline feel good to you?”
- “Would you prefer A or B?”
- Signal that you are open and ready for feedback.
This small shift fosters collaboration and reinforces that their experience is a partnership, not a process.
5. Your tone doesn’t match your brand. ❌
This one’s sneaky and one of the biggest trust-breakers.
If your client first meets you through a beautifully-designed website and polished proposal, but your emails sound like a Craigslist listing? The disconnect is jarring.
What to do instead:
- Do a tone audit: pull 3–5 of your automated emails and compare them to your website and social content. Do they feel aligned?
- Use your brand words (you do have a brand word bank, right?) to inform tone, cadence, and word choice.
- Be consistent, even across templates.
When your client experience feels cohesive across platforms, it builds trust—and it shows that your attention to detail runs deep.
So… why does this matter?
Because your emails are the thread that pulls your entire client experience together.
They deliver the timeline. The homework. The deliverables. The decisions.
But beyond the logistics, they communicate your care. Your expertise. Your process.
A well-written email can do more than inform. It can reassure.
It can set expectations, diffuse confusion, and create clarity.
And if you’re putting in the effort to build a standout service, your communication needs to match.
TLDR:
Here’s your mini checklist for elevated client emails:
- Clear, human tone (ditch the robot voice)
- Less is more, no info dumps
- Skimmable formatting
- Two-way conversation prompts
- Brand-aligned language across the board
Ready to overhaul your inbox?
This is what we do. Whether you need help rewriting your email templates, mapping your onboarding flow, or finally making your client communication feel like you, our VIP Dubsado builds are designed for exactly this.
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