As often noted by myself and countless other bloggers and journalists, the care and feeding of one’s brand is forever at top of mind. Every touch point with a client, prospect, potential referral source, the public, or the media and every form of communication, whether verbal, visual, or print, must present a flattering portrayal of the brand. Even our ubiquitous, plebeian emails are now brand ambassadors.
Remember that admonition when you next compose an important email to a current or prospective client. As you carefully evaluate the potential impact of every word, ensure that your valuable brand carries through to the sign-off. The brand is always on the line and it must be curated, even in emails, from the salutation to the sign-off.
For guidance in the matter of etiquette and branding I’ve consulted the writings of Suzanne Bates, executive coach, President and CEO of Bates Communication in Wellesley, MA (just west of Boston) and author of Speak Like a CEO: Secrets for Commanding Attention and Getting Results (2005).
Regarding written communications remember that as always, context is everything. What is the purpose of your email and with whom are you corresponding? Are you and a client with whom you work regularly discussing a project or are you writing to a business colleague whom you’ve recently met? Then again, are replying with a proposal that a prospective client has invited you to submit? Each of these circumstances will impact the style of your email sign-off. Let’s look at a few common closing words and phrases and examine their potential impact on the recipient.
Use this term when you are actually thanking the person you’ve written, or asked for something to be done or said on your behalf. Thanks as a sign-off is business-like, but casual. Thank you is a better choice if you don’t have a familiar relationship with the other party.
A borderline casual sign-off, but acceptable to use for a business associate whom you know. BTW, I use this closing most of the time (I may need to re-think this choice).
Somewhat perfunctory and a little distant, but this closing generally works well.
An old-fashioned sign-off that portrays the writer as well-mannered and formal, perhaps too formal. Nevertheless, this choice is safe and pleasant.
Here’s a tried and true business attire sign-off that will offend no one. However, this closing is more appropriate for a letter, rather than an email.
You can use this to close an email with someone you know well, but if you’re trying to make a good impression in a business setting, it’s not a wise choice. Save this breezy term for after a bond has been established, for friends and colleagues you sometimes meet for coffee.
This term is usually used among friends and familiar business associates. The intention of quick follow-up is communicated clearly and that may be desirable. I like to use “To be continued.”
We’re a little too formal for an email here, as this term is closely associated with closing a letter. If your email is written for a very important person, you may use this sign-off with confidence.
Here is my favorite business sign-off and when I need to present my self and my brand in the best light, this is my go-to salutation. This term is warm, friendly and professional.
Thanks for reading,
Image: Artist unknown. Courtesy of the British Library, London. Born in Venice and educated at the University of Bologna (Italy), Christine de Pizan (1364 – 1430) was among the best known writers in medieval Europe, in spite of her gender. A prominent political thinker, novelist and poet, she authored the feminist treatise The Book of the City of Ladies, among other works. Pizan was the wife of Etienne du Castel and a mother of three.