When sending an email to a potential customer, business partner or even a colleague, your message is more than just words—it’s a reflection of you and your organization. This is where proper business email etiquette comes into play. By following these guidelines, you can avoid misunderstandings and prevent those little slip-ups that could cast you or your company in an unflattering light.
To further ensure your emails convey professionalism, consider using a reliable email service like Bluehost’s professional email plans, which offer a polished domain-based email address that aligns with your brand identity.
What is business email etiquette?
Proper business email etiquette refers to the social norms that shape how we interact with each other through email. While the specific “rules” may shift slightly depending on your industry, company culture or even the generation you belong to, the core principle stays the same: clear and respectful communication.
In the business world, emails are typically professional and to the point. However, as your relationship with email recipients grows—whether it’s a client or a colleague—you can inject more personality into your emails.
Just remember to strike the right balance: casual, but still polished. This helps people see you as approachable, making it easier for them to connect and work with you.
Why does business email etiquette matter?
The way you communicate reflects not just your professionalism but also your work ethic and attention to detail. In a business setting, your emails may be the first impression someone gets of you and your company. That’s why it’s crucial to get it right. Companies benefit greatly from setting email etiquette standards for a few key reasons:
- Professionalism: Following proper email etiquette ensures you and your company present a polished and competent image.
- Efficiency: Well-written emails are usually clear, concise and get straight to the point—saving everyone time.
Top tips for proper email etiquette
1. Keep your tone professional
Even after a productive discovery call, it’s best to maintain a professional tone when following up with prospects. A descriptive, clear subject line and a formal greeting will go a long way in making the right impression.
For instance, a friendly reminder about your earlier conversation, a clear confirmation of the meeting and a neat mention of any attachments keeps things professional yet approachable. A formal sign-off is still the safest bet at this stage in the sales process.
This level of business email etiquette is one that anyone—prospect or colleague—will surely appreciate.
2. Use proper punctuation
Email punctuation is like seasoning in food—just the right amount makes it great, but too little or too much can leave a bad taste.
Terminal punctuation
Every sentence needs to feel complete. Don’t leave your reader hanging, whether it’s a period, question mark or exclamation point.
Example:
Incorrect: “I talked to Finance, and they approved the agreement.”
Correct: “I talked to Finance, and they approved the agreement.”
Use question marks thoughtfully; overdo it, and you might sound like you’re running an interrogation.
Incorrect: “What’s your status? Have you talked to your team yet? Are you free for a call tomorrow at noon?”
Correct: “I’m checking in on your team’s status. Are you free for a call tomorrow at noon to discuss any potential changes?”
Semicolon (;)
Think of the semicolon as a bridge between two related thoughts. It’s like a handshake that connects two independent ideas—use it to make your emails flow better.
Incorrect: “She can call me tomorrow, she can give me an answer then.”
Correct: “She can call me tomorrow; she can give me an answer then.”
Comma (,)
Commas often trip people up, but a few simple rules can save the day. Use a comma before conjunctions like “and” or “but” to connect two complete sentences.
Example: “I worked with a similar client last year, and their open rates improved by 20%.”
Also, place a comma after introductory clauses to avoid confusion.
Example: “After improving their subject lines, open rates skyrocketed.”
Salutation punctuation
Your greeting sets the tone. For formal emails, use a colon after the recipient’s name.
Example: “Dear Ms. Frost:”
A comma or even em dash works well for a slightly more casual tone.
Example: “Hi Aja —”
Exclamation marks
Use exclamation marks sparingly! While they’re great for excitement, too many can come across as a bit too enthusiastic—borderline hyper.
Incorrect: “Thanks again for yesterday! I talked to Finance and we’re good to go! Can’t wait to work together!”
Correct: “Thanks again for our conversation. I spoke with Finance, and we’re good to go. Looking forward to working together.”
3. Practice good grammar
Grammar may not be everyone’s favorite topic, but mastering the basics is a must for any professional email. A few common mix-ups—like “there” versus “their” or “its” versus “it’s”—can leave a lasting impression (and not the good kind).
Pro tip: If grammar isn’t your strong suit, consider using tools like Grammarly to keep your writing error-free. It’s like having an editor in your back pocket, catching mistakes and even giving you helpful insights into your writing habits.
4. Resist emojis in emails
Emojis can be fun, and in some industries, they might even boost your open rates. But unless your recipient uses them first or you’re confident it aligns with your brand’s tone, it’s best to leave the smiley faces and thumbs-up for casual chats.
After all, you want to show friendly and approachable business email etiquette. But not at the expense of professional image.
5. Keep subject lines descriptive and short
Subject lines are the first thing your recipient sees, so make it count! It should be short, to the point and give the recipient a clear idea of what to expect in the email. Think of it as the headline that invites someone to “click here” instead of ignoring it.
Bad subject line: “Hi”
This leaves the recipient wondering, “Hi… what?” It’s vague and doesn’t provide any useful information.
Good subject line: “Summary of Our December 2nd Call”
Subject lines like these are clear and to the point. So, the recipient knows exactly what the email is about before even opening it.
6. Choose your email salutation carefully
Picking the proper greeting sets the tone for your email. Should it be casual or formal? That depends on who you’re emailing and the nature of your relationship. For most situations, a casual greeting works well and helps you come across as approachable and confident.
Casual greetings include:
- Hi
- Hey
- Hi there
- Good [morning, afternoon], [Name]
If you’re emailing someone for the first time, or they’re from a more conservative industry, it’s best to keep things formal until you’re on familiar terms.
Formal greetings include:
- Dear [First name]
- Dear Mr./Ms. [Last name]
Greetings to avoid in a professional setting:
- Yo: This is way too casual and informal.
- Hey!: It comes across as overly enthusiastic.
- [Name]!: It is too abrupt as if you’re barking at them.
- To whom it may concern: It is too impersonal for most emails.
- Dear sir or madam: A little too stiff for the modern workplace.
- Hi friend: If you really are a friend of the recipient, this can feel more comfortable.
- Gentlemen: This is outdated, so you can exclude it.
- All: It feels cold and impersonal.
7. Leave the right impression with your email sign-off
The last thing someone reads in your email is your sign-off, so make sure it matches the tone of your message. Whether your email was casual or formal, your closing line should reinforce the overall mood of the conversation.
Casual sign-offs work well if your email has a light or friendly tone:
- Thanks
- Thanks again
- Best
- Cheers
- Happy [day of the week]!
- Looking forward to working together
- Talk soon
If your email had a more formal tone, keep the sign-off professional as well:
- Thank you
- Thank you for your time
- Regards
- Have a wonderful [day/weekend]
Sign-offs to avoid:
- Sincerely: Sounds outdated and overly formal.
- Kind regards: Feels stiff and unnatural.
- Warmly: Too casual and can come off as overly personal.
- Respectfully: Comes across as too formal, almost rigid.
- Xoxo: Best left for personal messages, not the workplace.
- Cordially: Has an old-fashioned, stilted vibe.
- – [Your name]: Feels too abrupt, like you just ran out of things to say.
8. Triple-check your recipient’s name and address
This is a small detail that can make a huge difference. Double-check that you’ve spelled your recipient’s name correctly—especially in professional emails.
Taking the extra moment to verify their name (and address) shows respect and attention to detail. It’s as simple as pulling up their LinkedIn profile or checking their email signature.
And remember, don’t assume you can shorten names like “Michael” to “Mike” unless they’ve given you the green light by signing off with the nickname. If their email says “Michael,” stick with that.
9. Use sentence case
While you may be used to typing in all lowercase on Slack or in texts, professional email etiquette calls for proper sentence case. This means capitalizing the first letter of the first word in each sentence and any proper nouns.
Example:
Correct: “I reviewed Bluehost’s latest SEO services, and they’re impressive.”
Incorrect: “i reviewed bluehost’s latest seo services, and they’re impressive.”
10. Consider your email’s tone
Getting the right tone across in an email can be tricky. Studies show that people often overestimate how well their email tone will be understood. While many think their recipients will catch their tone 80% of the time, the actual accuracy is closer to 56%.
Does this mean half of your business emails will be misunderstood? Not exactly. But it does highlight the importance of carefully choosing your words and considering how the recipient might interpret them.
Here are a few business email etiquette tips to ensure you’re coming across clearly:
Avoid negative language: Words like “problem,” “issue,” “unfortunate,” and “failure” can make your message seem overly harsh or anxious. Even if you’re delivering bad news, soften the language to maintain a positive and professional tone.
Skip the sarcasm: Sarcasm rarely translates well in emails and could easily be misunderstood.
Bad Example: “Sure, I’m sure the team will get to it right away — after all, who really works on Fridays?”
Good Example: “Let’s aim to review this by Monday to keep things moving smoothly.”
Cut out excessive adjectives: Descriptive words like “very,” “really,” or “extremely” can make you seem overly emotional or dramatic. Keep your tone calm and collected.
Bad Example: “I’m really, really excited about this!”
Good Example: “I’m looking forward to seeing how this turns out.”
Mirror your recipient’s tone: If they’re casual, you can match that, but if they’re formal, stay professional. This helps ensure you’re aligned with their expectations.
When in doubt, pick up the phone: For any conversation that could be sensitive or easily misinterpreted, a quick call or video chat is often the better route.
11. Always use standard fonts and formatting
If you want to make your emails easy to read (and look professional), stick with the basics. Using fancy fonts, bold colors or over-the-top formatting doesn’t make you stand out—it just makes your email harder to read. Keep it simple with standard fonts like Arial or Times New Roman, and always use black text in a readable size.
If you’re copying and pasting text from another source, clear the formatting first to ensure everything looks consistent. On a Mac, you can do this with Command + , and on a PC, use Ctrl + Shift + N.
12. Shorten your URLs
Long, unwieldy URLs can clutter your email and make it harder for your recipient to follow. Instead of pasting a long URL, use a hyperlink or a shortened version to keep things tidy.
Incorrect: Check out this article: https://www.bluehost.com/blog/business-fundamentals-how-to-create-a-professional-looking-email/
Correct: Check out this article on creating a professional looking email.
13. Call out attachments
Always let your recipient know when you’ve attached a file, so they don’t miss it. A simple mention like, “I’ve attached the document for your review,” ensures they’re aware. If you’re forwarding a long email chain, remember to reattach any important files or simply forward the original thread that includes the attachment.
When sending large files like videos or high-resolution images, it’s better to upload them to a cloud service such as Google Drive or Dropbox, and then share a link. This prevents email delivery issues due to large file sizes and keeps everything more organized.
14. Perfect your email signature
Email signature is another important business email etiquette to keep in mind. Your email signature may seem an afterthought, but it is crucial in leaving a lasting impression. A well-crafted signature conveys professionalism and provides recipients with easy access to your contact information or website.
Your signature should be clean, simple and straightforward. Include key details like:
- Your name
- Job title
- LinkedIn profile or company website
- Phone number
Consider using professional email signature generator tools to quickly create a polished, professional signature. A great signature reinforces your brand and offers a convenient way for people to learn more about you or your work. And don’t forget to set your signature automatically at the end of each email—it’s much easier to delete it if needed than to manually add it every time!
15. Fill out your email fields properly
To: This is where you put the email address of the person you’re directly contacting.
Cc: Use this field when you want someone to see the message but don’t need them to respond to emails. It’s useful when you’re sharing important information or connecting people.
Bcc: This field lets you copy someone on the email without the primary recipient knowing. For example, if you send an email to “John Doe” and Bcc “Jane Smith,” John won’t know Jane received it.
16. Use Bcc appropriately
Bcc is a useful tool to keep email addresses private, especially in group messages. For instance, when emailing a large list about a new feature update, Bcc all recipients to protect their contact details.
General FYI: You can Bcc someone when you want them to see a message but don’t need them to engage in ongoing conversations.
Common courtesy: Use Bcc to remove someone from an email thread politely. For example, if your supervisor introduces you to a contact, respond with, “Moving [name] to Bcc to avoid cluttering their inbox.”
17. Use ‘reply all’ sparingly
Reply: Clicking “Reply” means you respond only to the last person who emailed you or the original sender if you’re responding to the first message.
Reply all: When you select “Reply All,” your message goes to everyone listed in the “To” and “Cc” fields. This is helpful when addressing an issue everyone on the thread should be aware of or when multiple people need the same information.
It’s best to use “Reply” unless you’re sure the entire group needs to see your response. Overuse of “Reply All” can clutter inboxes and annoy recipients.
18. Think before forwarding
When forwarding business emails, keep the following business email etiquette tips in mind:
- Some emails are private or sensitive, so be cautious about forwarding them. Always check if the information should remain confidential.
- When forwarding a lengthy thread, include a summary of what’s being discussed to save the recipient time. There’s nothing worse than receiving a long chain of emails with only a vague “FYI” at the top.
If you want to start a new conversation thread, update the subject lines to reflect that:
- Same thread subject line: FW: Bluehost plugin update
- New thread subject line: Important update! FW: Bluehost plugin details
19. Respond promptly
The appropriate time to respond to an email varies depending on the relationship:
Immediate teammates: Respond within 12 hours. Quick communication ensures smooth collaboration, especially when dealing with projects or deadlines.
General colleagues: For everyone else in your company, aim to respond within 24 hours. If you can’t address their request immediately, acknowledge the email and provide a timeframe for when you’ll follow up.
External contacts: External clients, such as those inquiring about services, typically expect a response by the end of the week in which they reached out. For more valuable contacts, try to respond to emails within 24 hours.
For those working in customer-facing roles, it’s important to remember that 88% of customers expect an appropriate response window to be within one hour. Setting email response schedules is one of the best ways to stay on top of communication and ensure a smooth workflow.
20. Set informative out-of-office replies
If you’ll be away from your email for an extended period, an automated out-of-office (OOO) reply lets people know when they can expect to hear back from you. Here are some do’s and don’ts for crafting an effective OOO reply considering business email etiquette:
DO: Mention how long you’ll be unavailable. For instance, “I’ll be out of the office from [date] to [date] and will respond to emails upon my return.”
DON’T: Set an OOO reply if you’re only gone for a single day. Short absences usually don’t require this.
DO: Include another person to contact for urgent matters. For example, “For urgent Bluehost inquiries, please contact [name] at [email].”
DON’T: Name a colleague in your OOO message without first letting them know they’ll be listed as an alternate contact.
DO: Include “Out of Office” or “OOO” in your subject line so people immediately recognize it’s an automated response.
DON’T: Overshare. You don’t need to explain where you’re going or why you’re away.
If you’re taking a longer vacation, consider setting up a system for truly urgent situations, like checking your messages once a day.
21. Track email opens and click-through rates
Rather than sending a follow-up like, “Did you see my email?” use email tracking tools. This feature lets you know when your email was opened and when links were clicked, giving you an idea of whether it’s time to follow up.
If your contact hasn’t replied within a reasonable timeframe, find a non-intrusive reason to follow up. For example, “I came across an article on website optimization that I thought you’d find interesting — here’s the link.”
22. Don’t add ‘Sent from my phone’ caveats
One of the important business email etiquette rules is to avoid including “Sent from my iPhone” or “Sent from my phone — please excuse any typos.” This message can sometimes come across as an excuse for sending poorly reviewed emails. Instead, aim to proofread your email even when on the go, ensuring a professional tone and minimizing spelling mistakes.
23. Introduce yourself
Never assume the recipient knows who you are — especially if it’s a first-time communication. Start your email with a brief introduction: “My name is [Your Name], and I’m a product specialist at Bluehost.”
If you’ve met before but aren’t sure if they remember, gently remind them of your last interaction: “We spoke last month at the about Bluehost professional email’s new features.”
24. Structure the email properly
A professional email etiquette should always include these elements:
- Subject line: Be specific and concise. For example, “Follow-up on Bluehost partnership proposal.”
- Greeting: Address the recipient politely and appropriately (e.g., “Hi [Name],”).
- Body: Keep your message clear and to the point. Start with the most important information, and if needed, organize your email’s body content into bullet points or numbered lists for better readability.
- Sign-off: Choose an appropriate closing (e.g., “Best regards,” “Thank you,” etc.).
- Signature: Include your name, job title, company and contact details.
Separating these elements with paragraphs or spacing ensures your message is easy to read and digest.
25. Be careful with humor
Humor is tricky in emails because it lacks facial expressions and tone of voice, making it easy to misinterpret. It’s best to avoid humor in professional emails unless you have a close relationship with the recipient.
What you find funny might not be amusing to others, and in some cases, it could come off as insensitive or inappropriate. When in doubt, leave humor out of your email communication.
26. Reply to all your emails
With the high volume of emails you receive daily, it’s understandable that you may miss a few. To manage this, keep your inbox organized and try to reply to as many emails as possible.
Even if you’ve received an email by mistake, it’s good etiquette to respond. A brief reply like:
“I believe you meant to send this email to someone else. Just wanted to let you know so you can forward it to the correct person.”
This small courtesy reflects a high standard of email professionalism.
27. Use a professional email address
Using a professional email address is another important email etiquette rule to follow when conducting business written communication. If you’re self-employed or using a personal email for work-related correspondence, make sure the address is professional and appropriate.
For instance, an email like [email protected] is far better than [email protected]. It’s essential to maintain professionalism, especially when interacting with clients or partners.
Also read: How to Create a Professional Looking Email
28. Always proofread before pressing send
Proper grammar and spelling are crucial in business communication. Always take a moment to proofread your email before sending it. This includes checking the recipient’s name and email address. A quick scan ensures you won’t send an embarrassing typo or address someone incorrectly.
Consider using tools like Grammarly or built-in spell checkers to spot grammatical errors and enhance your writing quality.
29. Add the email address in the end
To avoid accidentally sending an incomplete email, add the recipient’s email address only after you’ve finished writing your message. This simple step can prevent the unfortunate situation of sending half-written thoughts or incomplete information, ensuring polished and professional communication.
30. Always consider cultural differences
Email marketing is one of the most effective ways to reach a broad audience. However, cultural differences can easily cause miscommunication, especially when your recipient can’t see your facial expressions or body language.
One of the important business email etiquette rules is to customize your message to suit the cultural norms of your recipient’s region (whenever possible). Consider their customs, communication style and local preferences.
It’s also important to account for time zone differences. For instance, if you’re sending an email campaign for a product or service, schedule it to be sent during appropriate working hours for your recipient’s location.
31. Segment your business communications
Segmenting your email list allows you to target specific groups, improving your email marketing’s relevance and effectiveness. If you’re using an email service, ensure it has a segmentation feature.
For example, if you’re promoting services, segment your list into business owners, bloggers and developers. So, each group receives content that speaks directly to their needs.
32. Protect the recipient’s privacy
Email is not as private as it may seem. Even if you delete an email, it may still exist on servers or backups. Consider how your message could be viewed if shared with an unintended audience, such as a colleague, competitor or employer.
To protect someone’s email, avoid sharing sensitive information like login details, personal data or proprietary information. Consider using encrypted email services or platforms that emphasize privacy when discussing sensitive topics.
33. Avoid using all-caps
Writing in all caps in an email can make it seem like you’re shouting and may give the wrong impression. As a proper email etiquette rule, stick to sentence cases as you would in any formal communication.
Example: Instead of writing, “PLEASE REVIEW THIS DOCUMENT IMMEDIATELY!” say, “Please review this document as soon as possible.”
34. Use discretion
Be cautious when sharing information over email, as messages can be forwarded or accessed later. Avoid sending highly sensitive information, such as passwords or financial details, through regular email.
For instance, if you need to send a secure document related to a user account, consider using a file-sharing service with password protection or encryption.
35. Include a call to action
A call to action (CTA) is essential for proper email etiquette because it directs the recipient on what to do next. Whether you’re requesting feedback, asking for a meeting or sharing a new blog post, a clear CTA increases engagement.
Place your CTA at the end of your email for clarity, such as: “Please review the attached proposal and let me know your feedback by Friday.”
36. Ensure your message is mobile-friendly
Many recipients will read your email on a mobile device. Ensure your email format is easy to read on a phone or tablet by keeping the message concise and avoiding overly complex layouts.
For example, Bluehost uses short paragraphs and clear headers and avoids using large images when sending users promotional content about their services.
Wrapping up: Professional business email etiquette
While many businesses rely on various forms of communication to collaborate, email remains one of the most effective and popular methods for professional correspondence. The shift to hybrid work has only increased reliance on email to share, organize and store information.
With the sheer volume of emails sent and received daily, there’s a higher likelihood of making avoidable mistakes — some of which may lead to serious professional consequences, including compliance-related issues. This is where business email etiquette comes into play.
Consider upgrading to a Bluehost professional email plan to ensure your communication stays professional and efficient. With a personalized domain email, you’ll elevate your business credibility and enjoy a suite of features designed to improve your email communication experience. Start today and take your email professionalism to the next level!
