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Would you say that to your mother-in-law?

Emoticons are a step too far on client emails but the personal touch will go a long way, says Kate Davies

8 April 2014

"I look forward to hearing from you once you have had an opportunity to review the options set out above. Should you have any questions in the meantime, please do not hesitate to contact me. Kind regards, Kate." Send.

Then I realised the email I had just propelled into the ether was to my best friend of 25 years, its purpose was to arrange drinks for Friday night. In hindsight, signing
off in such a manner was too official.

It made me think. If this was too formal for a friend, why should such language be de rigueur when writing to clients? They are, after all, human too. Well, most of them are anyway. I am not for one moment suggesting that phrases such as "That's great :-)" should become common place in exchanges with clients, but signing off with "Let me know if you have any questions" would not cause our clients to run to the hills or exclaim at our audacity. The result is far more likely to be
that they understand what we are saying, which ca...

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