How to write emails people actually answer

I run a cold email agency. We send thousands of emails a month, and the data is brutal: nobody ignores you because they're rude. They ignore you because answering feels like work. This is how to write emails that get replies - to your boss, a client, or a stranger.

Why your emails get ignored

Four reasons, and they're all fixable:

• It's too long, so it gets saved for "later," which means never.
• It has three asks, so answering means solving three problems.
• The actual ask is buried in paragraph four.
• It's all about you, not about them.

The 4-line structure

Line 1 - Context. Why you, why them, why now. One line.

"Following up on the homepage copy we discussed Tuesday."

Line 2 - The point. The situation in one sentence, no wind-up.

"The draft is ready, and there's one decision left: version A (short) or version B (detailed)."

Line 3 - The one ask. A real question with a question mark, plus a deadline.

"Which version should I finalize? If I hear back by Thursday, it ships Friday."

Line 4 - Make yes easy. Remove the last bit of effort.

"If easier, just reply 'A' or 'B' and I'll take it from there."

That's the whole email. Under 100 words, one decision, ten seconds to answer.

The rules behind the structure

• One email, one ask. Two asks cut replies roughly in half. Three kill the email. Send two short emails instead - it feels wrong and works better.
• The subject line is the ask, compressed. "Quick decision needed: homepage copy" beats "Update" every day of the week.
• Write the last line first. Decide what you want them to do, then build the shortest path to it.
• Under 100 words. If it needs more, the extra belongs in an attachment, a doc link, or a call.
• Warmth is one specific line, not five vague ones. "Congrats on the launch last week" beats two paragraphs of pleasantries.

The follow-up (where most replies actually come from)

Half of my replies come from follow-ups, not first emails. People aren't ignoring you - they're buried.

• When: 3 days of silence.
• How: two lines, zero guilt.

"Bumping this in case it got buried - need anything from me to move it forward?"

• How many: two follow-ups. Then close the loop with a default:

"Closing this out for now - I'll assume version A and ship Friday. Shout if you'd rather change course."

The closing-the-default move is the most underrated line in email. It turns silence into progress, and it very often triggers the reply the first three emails didn't.

Before and after

Before (the email everyone writes):

Hi Sarah, hope you're doing well! I wanted to touch base regarding the project we discussed a while back. There are a few things we should probably go over at some point, including the timeline, and I had some thoughts about the design direction as well. I know you're busy, but it would be great to get your thoughts whenever you have a chance. Let me know what works!

No ask, no deadline, three topics. This email dies in the inbox.

After (the 4-line version):

Hi Sarah - following up on the redesign project.
The timeline needs one decision before we can lock it: start March 1 or March 15?
Could you pick one by Friday?
If easier, just reply "1" or "15" and I'll send the updated plan same day.

Common questions