You know that meme that says your job is mostly sending emails?

That's not a meme. That's actually your job.

If you're going to send emails - and you are, a lot - make sure the emails you send actually engage the recipient.

The One Check That Changes Everything

Run this check on that email you're about to send. Or the next one if I didn't catch you in time.

Is it clear what's in it for them if they take the action you're asking them to take?

Think about the asks you make in emails every day:

  • Attend this meeting.
  • Go to this webinar.
  • Do this thing in the app.
  • Review this document.
  • Fill out this survey.

Now ask yourself: what happens if they do that thing? From their point of view, not yours.

WIIFT: The Framework That Matters

What's in it for them? WIIFT.

This isn't a nice-to-have. This is the difference between emails that get action and emails that get archived.

Most CSM emails read like this: "Hi, just checking in. Can we schedule a call to review your usage?" That's a WIIFM email - What's In It For Me. You want the meeting because you need to hit your engagement metrics or prep for a QBR.

A WIIFT email reads differently: "Your team's adoption of [feature] jumped 30% this month. I have two ideas that could help you get even more value from it. Worth a 15-minute call?"

Same ask. Completely different framing. One centers you. The other centers them.

The Cost of Getting This Wrong

If you can't answer WIIFT clearly, don't send the email.

Here's why this matters more than you think. Every email you send that doesn't clearly communicate value to the recipient trains them. It trains them to ignore you. It trains them to see your name in their inbox and think "I'll get to that later" - which means never.

Once a customer learns to ignore your emails, you've lost one of your most important engagement channels. And you did it to yourself.

Rewrite that email until WIIFT is clear.

Every single time. No exceptions. Make it a habit and watch your response rates transform. Your customers will actually look forward to hearing from you because they know your emails deliver value, not busywork.