business english emails

Business English Writing E-Mails

Level of Formality

Formal? Informal?

Level of Formality

Formal

• Intercompany

• Interdepartment

• Apologizing

• Negotiating

• The First E-Mail

Informal?

• Intradepartment

• Personal E-Mails

• Confirming a meeting

• I want… • I want to ask… • Please (do

something)… • I am sorry… • I want to tell

you… • Goodbye.

Formal English

• I would like… • I would like to

inquire… • Please don’t

hesitate to (do something)…

• I deeply regret… • I would like to

inform you… • Kind Regards…

Formal English: Set Phrases

Apologizing “I’m sorry…” “I’m afraid that…” “We appreciate your understanding.” “Know that your business is very valuable to us.” “If you have any questions, please don’t hesitate to contact us”.

Apologizing • “I’m sorry…” • “I’m afraid that…” • “We appreciate your understanding.” • “Know that your business is very valuable to

us.” • “If you have any questions, please don’t

hesitate to contact us”.


Requesting

• “I would be extremely grateful if…”

• “Could you possibly…”

• “Would you mind if we set aside a time to possibly meet face-to-face?”

Formal English: Practice

The following is an e-mail that is very rude.

Can you make it less rude?

SUBJECT: With regards to your May 5th order Mr. Smith, We are sorry to inform you that your order was not filled on time. I am afraid that the shipment was caught up in our warehouse. If you would like any more information, please don’t hesitate to contact us. Again, we regret any trouble this may have caused you. If you need compensation, we don’t mind helping you in any way. We appreciate your understanding and know that your business is very valuable to us. Kind Regards, Christopher Thomas


Differences: E-Mail vs. Written

E-Mail Written

Differences: E-Mail vs. Written

E-Mail

• Less Formal

• Greetings (when to use what)

• No Return Address Needed

• KISS!

• Informal letters very informal!

Written

• More Formal

• Dear…

• Return Address Needed

• Longer is ok.

• Always written language.

• Trevor Linden (DoS of the Vancouver English Centre is writing an email to Rukshana Engineer of the Canadians In Iran Visa Services Ltd. He wants to know the following:

General Info about traveling in Iran for Canadian families

The traveling is during Ramadan There will be 3 adults and 2 children

traveling They want to leave before Jul 31st

• How should the Email look?

E-Mail Practice

To whom it may concern, I would like to inquire about visa services that you can offer Canadian families travelling to Iran during Ramadan. Total there would be 3 adults and 2 children hoping to leave by July 31st. Thank you for your prompt reply, Trevor Linden Director of Studies Vancouver English Centre www.vec.ca 604-856-3324

E-Mail Practice: Sample 1

http://www.vec.ca/

E-Mail Practice: Reply 1

Hello Mr. Linden, We offer a wide range of services for Canadians travelling to the Middle East. We can not only help you through the visa process, but also provide you with travel arrangements as well. If your plan on staying for less than one month the visa process is quite simple. For family stays longer than a month, Iran requires marriage certificates and proof of employment from your native country. Children applications for stays more than an moth can also be a bit complex. For general information, you can visit here: www.canadiansiniran.com/visa/overview Application forms can be downloaded here: www.canadiansiniran.com/visa/documents Feel free to contact us at anytime – I am sure we can provide you with what you need. Best Regards, Rukshana Engineer Canadians In Iran Visa Services www.canadiansiniran.com Vancouver: 001-604-853-2352 Iran: 011-98-21-2365-5664

http://www.canadiansiniran.com/visa/overview

www.canadiansiniran.com/visa/documents

http://www.canadiansiniran.com/

E-Mail Practice: Sample 2

Hi Rukshana,

Thank you for pointing us in the right direction. However, there seems to be some things that I am still not quite clear on. Perhaps you can walk me through this. The visas I am looking for are for a teacher at my school. She will not only be going to have her family experience Ramadan in Iran, but also to give a lecture at a few local Universities in Tehran. We seem to understand the process for the children, but for her, her husband, and her sister, it seems a bit complex.

For our teacher, Dorri Aziz, she is worried that she will not to be able to legally lecture unless she is on a full working visa, not a business visa as your website suggests. Also, her sister would like to get a tourist visa only as she will be go home earlier than the rest – she is going for a vacation, not on business as Dorri is. Will Dorri still be responsible for her sister if she gets a tourist visa instead of being on the family business visa? Lastly, Dorri has a German Sheppard. Can she bring the dog with her?

Thank you in advance for your help,

Trevor

E-Mail Practice: Reply 2

Hi again Trevor,

Please find our answers to your questions below in red:

For our teacher, Dorri Aziz, she is worried that she will not to be able to legally lecture unless she is on a full working visa, not a business visa as your website suggests.

If Dorri will be paid by the local universities , then yes a working visa will be required. However, if she is working under a contract from your school, is paid by your school in Canadian dollars, then a simple business visa will suffice.

her sister would like to get a tourist visa only as she will be go home earlier than the rest

not a problem – these forms can be found here: www.canadiansiniran.com/visa/tourist

Will Dorri still be responsible for her sister if she gets a tourist visa instead of being on the family business visa?

No – she will only be responsible for her husband and children.

Can she bring the dog with her?

Not if she plans to bring the dog back to Canada with her – Canada does not allow any dogs that have been in Iran to enter Canada. Call your embassy for details.

Hope this helps.

Let us know when you are ready to start the visa process.

Best Regards,

Rukshana

http://www.canadiansiniran.com/visa/tourist

• Don’t use email if the message needs to be private or secure.

• Don't send an email you wouldn't want anyone else to read, it's too easy to forward.

• Don't leave subject line blank

• Don't use all capital letters

• Don't forward a message without a brief comment why you're forwarding it

• Don't overrun emails with smiley faces or other emoticons.

• Don't let emotions or offensive language detract from your message

• Don't send without checking for mistakes

DON’T

Further E-Mail Tips

•Write an informative subject line.

•Put the key point of your message up front

•Be brief

•Make it easy for the reader to reply yes or no or give a short answer (instead of "let me know what you think" write "Is Monday or Wednesday at 2PM best for you?")

•Make it easy to read, combine Upper & lowercase, use white space and legible font.

•Personalize by using conversational tone(contractions, pronouns)

•Use symbols occasionally to emphasize

DO

Further E-Mail Tips

Any Questions?

Business English Writing Proposals

Introduction, support,

conclusion.

CONCLUSION!!

(by the way, here’s support)

“Build up” to a memorable

ending!

I don’t know if I want to read all

that…

What you know about writing is wrong!

Understand the Customer!

We don’t want to be here…

… give them what they want up front.

… use firm, positive statements.

… have due diligence there, but anything special put up front.

… explain exactly what their benefit is.

So, what you need to do is…

So, who sets the standard?

The customer. Period. No exceptions.

Follow the RFP. Do what the customer wants.

So, how do I go about writing this thing?

Executive Summary: Introduce the company, what you will do or provide, what benefit they’ll receive. Statement of Approach: Describe what you will provide. Implementation schedule. Description of deliverables. Product descriptions. Management Plan: How you will organize and supervise. Schedule for milestones. Allocation of resources. Corporate Qualifications: Describe capability. Relevant experience highlighted. Staffing Plan: How the project will be staffed. Resumés sometimes given. Contracts and Pricing: Only if you’re closing.

Ok, let’s make this good.

WHO:

WHAT:

WHERE:

HOW:

WHEN:

WHY:

WHO: will do the work, manage the work, customer call if problem, responsible for what WHAT: needs to be done, will be required, to be expected, it will cost WHERE: will the work be done, where delivered HOW: the work will be done, will be deployed, managed, achieve QA and satisfaction, risks mitigated, long it will take WHEN: you will start, milestones completed, payments due WHY: you have chosen approach XYZ, the customer should select you

Do what the customer wants! Or, at least…

… use a standard font like “Times New Roman”

… 10-12 point type

… column width of 50-60 characters

… page margins of .5”

… the use of color if possible

… extensive use of graphics

… appendices for data that interrupts the “story”

How do I format it?

Sample One

Differences in Proposals

Characteristic

Processes

Communication

Writing

Production

Support

Bottom Line

Single Author

You’re in control.

No one to communicate with.

You write. You Decide.

After you write, illustrate, format, and prepare.

What support? You’re it.

Streamlined, but you’re on your own.

Multiple Authors

Multiple hand-offs, notifications, and approvals.

Everyone must be kept “in the loop” and up to date.

Collaborative.

After you write, you hand off to illustrators, desktop publishers, copy, and production staff.

Support may be available, but must be managed.

The management level of effort goes up as the availability of resources goes up. The process develops

the proposal.

Differences in Proposals

Characteristic

What to bid?

Pricing

Teaming

Proposal Outline

Writing

Production

Bottom Line

Products

Pick the right mix of items.

Add it up.

Not Applicable.

Based on tangible requirements and goods.

Very little original content. One is like the next.

It’s an assembly line.

Just because it’s an assembly line, don’t forget that the best persuasion is only possible when the proposal

revolves around the customers needs.

Solutions/Services

Figure out an approach.

Estimate the level of effort, then calculate the true cost of the labor.

May need to bring in other companies.

Based on approach, processes, capabilities.

Every proposal is unique.

Similar to Research and Development.

Figuring it out, describing it, and presenting it before the proposal is due is a significant management challenge.

Proposal Writing

Review: Rules for Writing E-Mails

Openings and Closings

The Passive Voice

Editing an E-Mail and Review

Agenda

Rules For Writing E-Mails

PAS

Purpose

Action

Salutation


1. Be informal, not friendly.

2. Be concise.

3. Remember good mechanics: good grammar, word choice,

punctuation, and spelling.

4. Scan first. People scan e-mails.

5. Reference previous e-mails and address attachments.

6. Layout: paragraphs much shorter!

Rules for Writing E-Mails

Subject: Excel Training Course

I have found an Excel training course taking place downtown. Seeing as people in our department are uncertain how to use

Excel, I think it would be useful for someone in our department to attend. The details are as follows:

Name: Spreadsheets for Financial Planning

Dates: June 4th to June 8th

Time: Weekday Evenings

Cost: 750 Euros

Would you be opposed to paying for the course? I am unable to take the course using my personal funds.

Kind Regards,

Christopher Thomas


Subject: Mrs. Rothe’s Retirement Party

As you may know, Mrs. Rothe will be retiring at the end of the year after 15 years at the company. The party will be after

work on December 20th, in the conference room. Everyone is welcome.

We will also be giving Mrs. Rothe a small gift, of which Claudia will organize the collection for. Your contribution is entirely

up to you.

Kind Regards,

Christopher Thomas

The Subject Line

The best subject line is like a newspaper headline. Clear, concise, and encourages reader to read on.

• Clearly describe what the email is about.

• Keep it short, using no more than about ten words (about 50 characters, including spaces).

• Use acronyms, words, or phrases that would be familiar to the recipient.

• Use appropriate language.

The Subject Line

Book Work: Openings and Closings

The Passive Voice

The passive voice is an alternative way to make an English sentence. Usually, sentences are “active” voice:

Subject + Verb + Object

He wrote the report.

The passive voice changes the grammar and removes the subject.

Object + To Be/To Get/To Have (Past) + Verb (Perfect) + by Subject (Optional)

The report was written.

The report has been written.

The report was written by him.

The Passive Voice

Why use the passive voice? When you would rather take the focus off the subject, and on the verb or the object!

• The focus of the whole conversation is on the object.

• “Don’t worry, it’s already been finished.”

• “Have you heard about Eric?”

• Creative works.

The Passive Voice

Passive voice is great for business e-mails because it is polite.

Why is it polite? It deflects mistakes! Made by either you, your client, or your boss.

The Passive Voice

Change the following sentences to Passive Voice.

Missing Words and Abbreviations

Book Work: Missing Words and Abbreviations

1. Editing is Important

2. Have a Clear Idea

3. Use Logical Structure

4. Read: Copy Styles

5. Build Word Power

6. Write Smooth Sentences

7. (Grammar)

General Writing Tips

1 Ideas Clearly state reason for writing Message talks directly to receiver

Answers all questions

2 Organization Salutation Ideas in body in logical orgder

Closing

3 Voice Clear Tone Polite

4 Word Choice Business Etiquette Plain English

5 Sentence Fluency Variety of sentences – short and long. Max 20 words per sentence

Don’t repeat sentences

6 Conventions Correct Grammar and Spelling Correct Capitalization and Pronunciation

7 Presentation Completed Fields (e.g. Subject Line) Good spaceing

Easy to Scan

Tessy,

This is in regards to the low quality of catering services offered by your company. I have made a year contract with your company and your service has clearly not been up to our standards.

I can see that your company has made false promises in providing higher quality services than the competition. Indeed, it is really disgraceful to see that your company has built its reputation on such poor service. I am attaching a copy of my contract with this email and am prepared to terminate the agreement if things do not change soon.

Kind Regards,

Elizabeth Green

Activity: Word by Word

Writing E-Mails: Apologies

Apology Needed No Apology

Needed

The Art of the Apology

Apologies can be divided into:

1. The Science of the Apology

2. The Art of the Apology

The Science of the Apology

1. A detailed account of the situation

2. Acknowledgement of the damage done

3. Taking responsibility for the situation

4. Recognition of your role in the event

5. A statement of regret

6. Asking for forgiveness

7. A promise it won’t happen again

8. A form of restitution if possible


What makes a good business e-mail apology?

1. Send the apology as soon as you can – bucket method. Timing compounds.

2. Make it clear in the subject line that you’re apologizing.

3. Give them a reason to forgive you.

4. When it’s really bad, have it signed by an executive.

5. Don‘t make excuses, just fix the problem.

6. Don’t make a mistake in the apology e-mail.

The Jet Blue Case

Salutation Dear JetBlue Customers,

This short statement at the top expresses humility and remorse. Also sets the tone.

We are sorry and embarrassed. But most of all, we are deeply sorry.

This paragraph gives a specific and detailed account of the incident and takes full responsibility. Catalyst was a winter storm that NO blame is placed on—full responsibility is taken by the company.

Last week was the worst operational week in JetBlue's seven year history. Following the severe winter ice storm in the Northeast, we subjected our customers to unacceptable delays, flight cancellations, lost baggage, and other major inconveniences. The storm disrupted the movement of aircraft, and, more importantly, disrupted the movement of JetBlue's pilot and inflight crewmembers who were depending on those planes to get them to the airports where they were scheduled to serve you. With the busy President's Day weekend upon us, rebooking opportunities were scarce and hold times at 1-800-JETBLUE were unacceptably long or not even available, further hindering our recovery efforts.

The Jet Blue Case

This paragraph details their commitment to change and shows customers the preventive measures taken.

We are committed to you, our valued customers, and are taking immediate corrective steps to regain your confidence in us. We have begun putting a comprehensive plan in place to provide better and more timely information to you, more tools and resources for our crewmembers and improved procedures for handling operational difficulties in the future. We are confident, as a result of these actions, that JetBlue will emerge as a more reliable and even more customer responsive airline than ever before.

Here, we see that they recognize their role in the situation and acknowledge the hurt and damage done.

Words cannot express how truly sorry we are for the anxiety, frustration and inconvenience that we caused. This is especially saddening because JetBlue was founded on the promise of bringing humanity back to air travel and making the experience of flying happier and easier for everyone who chooses to fly with us. We know we failed to deliver on this promise last week.

The Jet Blue Case

The company now offers recipients restitution. This smartly made commitment to change makes JetBlue look good to existing customers and others. Understand art – they did the YouTube video apology.

Most importantly, we have published the JetBlue Airways Customer Bill of Rights—our official commitment to you of how we will handle operational interruptions going forward—including details of compensation. I* have a video message to share with you about this industry leading action. *Note how this is the first and only time in the letter where they use the word 'I' as opposed to 'we'. This underscores the personal connection that the founder and CEO of the company is trying to establish with his customers.

This statement expresses regret and lets customers know that the company is hoping to continue the relationship.

You deserved better—a lot better—from us last week. Nothing is more important than regaining your trust and all of us here hope you will give us the opportunity to welcome you onboard again soon and provide you the positive JetBlue Experience you have come to expect from us.

Closing Sincerely, David Neeleman Founder and CEO JetBlue Airways

How to Apologize Quickly?

How to Give a Reason to Forgive?

When to Have it Signed by an Executive?

Explanations are Unnecessary

Apology E-mail Language

Look at the following apology e-mail language.

Fix the E-Mail

Think how the following E-Mails could be improved.

Embedded Questions

Fix the E-Mail Embedded Questions

There is a simple way and a complex way to ask a question in English. Simple way is simple enough:

Question Word + Verb + Subject

Where is the bathroom?

The alternative way is both more polite and more complex:

Qualifier + Object + Question Word + Subject + Verb

Could you possibly tell me where the bathroom is?

Embedded Questions

Go over the two worksheets about embedded questions.

Tessy,

This is in regarding low quality of catering services offered by your company. I have made a year contract with your company and it seems that it is not up to the standards.

I am upset with the services and thinking of getting a refund. I am well aware of your company name and have approached keeping in mind to get better services which proved to be wrong. It’s a pity when I can see that your company has made false promises in providing better quality services. I am not interested in carrying out further and would request you to initiate my refund within ten days.

It is really disgraceful to see the company has made its reputation in a market about offering best catering facilities but somehow it has failed to keep up the promise. I am attaching my contract copy with this email and looking forward to get my refund soon.

Kind Regards,

Elizabeth Green

Activity: Word by Word

Online E-Mail Phrase Database

Thank You E-Mails

Inquiry E-Mails

Grammar: The Third Conditional

Agenda

E-Mail Phrases

Phrase Database at: http://www.jiahuaschool.com.cn/page/emailenglish.aspx

E-Mail Phrases

Phrase Database at: http://www.jiahuaschool.com/page/emailenglish

Phrase Database at: http://www.jiahuaschool.com.cn/page/emailenglish.aspx

1. Editing is Important

2. Have a Clear Idea

3. Use Logical Structure

4. Read: Copy Styles

5. Build Word Power

6. Write Smooth Sentences

7. (Grammar)

General Writing Tips

1 Ideas Clearly state reason for writing Message talks directly to receiver

Answers all questions

2 Organization Salutation Ideas in body in logical orgder

Closing

3 Voice Clear Tone Polite

4 Word Choice Business Etiquette Plain English

5 Sentence Fluency Variety of sentences – short and long. Max 20 words per sentence

Don’t repeat sentences

6 Conventions Correct Grammar and Spelling Correct Capitalization and Pronunciation

7 Presentation Completed Fields (e.g. Subject Line) Good spaceing

Easy to Scan

Writing E-Mails: Thank You

Thank You Needed No Thanks

Needed


• Appreciation for any type of special consideration extended by another organization.

• Thanking a speaker for a presentation at an annual board meeting.

• Customer appreciation letters - thanking them for their patronage.

• Thank you letters to employees for exceptional service or performance.

• Thanks to an individual or organization for a customer referral.

• Commendations to volunteer service workers for their personal contributions.

Thank You E-Mails: Tips

1. Make sure it’s appropriate – routine events strange to say thank you.

2. Write it promptly – delayed letters seem like obligatory afterthought.

3. Remind the recipient – for what are you thanking them?

4. Make it personal – thank you letter is a sincere personal statement.

5. Don’t be Overly Effusive – but, better to be safe than sorry

6. Always Write it to One Person – if it’s to a group, address only the leader

7. Make it short and direct – short, sincere, and to the point.

Thank You E-Mails: Useful Phrases

Go through the useful phrases and match them with the situation.

Thank You E-Mails: Sample E-Mails

Go through the sample e-mails; correct the bad ones.

Writing E-Mails: Inquiries

Format for a letter of Inquiry:

1. First Paragraph: Identify yourself, your position, and your institution.

2. Second Paragraph: Why you are writing, how you will use the requested information.

3. Body: List the specific information you need. Clear and discrete!

4. Conclusion: Offer your reader some incentive for responding.

Inquiries: Useful Phrases

Go through the useful phrases.

Conditionals

English has four conditionals:

1. “Zeroth” Conditional: If you do not feed my cat, he will surely die.

2. First Conditional: If I dislike the food, I will stop eating.

3. Second Conditional: If I had a billion dollars, I would buy a private jet.

4. Third Conditional: If I had moved to New York, I would have found a job working in an Investment Bank.

Conditionals in Email Writing

What is important in formal writing is the third conditional. Why?

• Less direct. Compare the two sentences:

We thought you wanted a smoking room. So, we didn’t arrange a non-smoking room.

If we had known that you wanted a non-smoking room, we would have arranged one for you.

• Explains “what if” scenarios:

If the report had been sent on time, we would have gotten the customer.

Using the Third Conditional

Go over the worksheet and change the sentences to the third conditional.

Review: Rules for Writing E-Mails

Openings and Closings

The Passive Voice


Agenda


PAS

Purpose

Action

Salutation



2. Be concise.













Cost: 750 Euros


Kind Regards,

Christopher Thomas






up to you.

Kind Regards,

Christopher Thomas

Level of Formality

Formal? Informal?

Level of Formality

Formal

• Intercompany

• Interdepartment

• Apologizing

• Negotiating

• The First E-Mail

Informal?

• Intradepartment

• Personal E-Mails

• Confirming a meeting

• I want… • I want to ask… • Please (do

something)… • I am sorry… • I want to tell

you… • Goodbye.

Formal English

• I would like… • I would like to

inquire… • Please don’t

hesitate to (do something)…

• I deeply regret… • I would like to

inform you… • Kind Regards…


Apologizing “I’m sorry…” “I’m afraid that…” “We appreciate your understanding.” “Know that your business is very valuable to us.” “If you have any questions, please don’t hesitate to contact us”.

Apologizing • “I’m sorry…” • “I’m afraid that…” • “We appreciate your understanding.” • “Know that your business is very valuable to

us.” • “If you have any questions, please don’t

hesitate to contact us”.


Requesting

• “I would be extremely grateful if…”

• “Could you possibly…”

• “Would you mind if we set aside a time to possibly meet face-to-face?”


The following is an e-mail that is very rude.

Can you make it less rude?

SUBJECT: With regards to your May 5th order Mr. Smith, We are sorry to inform you that your order was not filled on time. I am afraid that the shipment was caught up in our warehouse. If you would like any more information, please don’t hesitate to contact us. Again, we regret any trouble this may have caused you. If you need compensation, we don’t mind helping you in any way. We appreciate your understanding and know that your business is very valuable to us. Kind Regards, Christopher Thomas


Embedded Questions

Fix the E-Mail Embedded Questions

There is a simple way and a complex way to ask a question in English. Simple way is simple enough:

Question Word + Verb + Subject

Where is the bathroom?

The alternative way is both more polite and more complex:

Qualifier + Object + Question Word + Subject + Verb

Could you possibly tell me where the bathroom is?

Embedded Questions

Go over the two worksheets about embedded questions.


Writing an Apology E-mail

The Passive Voice


Agenda


PAS

Purpose

Action

Salutation



2. Be concise.













Cost: 750 Euros


Kind Regards,

Christopher Thomas






up to you.

Kind Regards,

Christopher Thomas


PAS

Purpose

Action

Salutation








Cost: 750 Euros


Kind Regards,

Christopher Thomas






up to you.

Kind Regards,

Christopher Thomas


Apology Needed No Apology

Needed

The Art of the Apology

Apologies can be divided into:

1. The Science of the Apology

2. The Art of the Apology

The Science of the Apology

1. A detailed account of the situation

2. Acknowledgement of the damage done

3. Taking responsibility for the situation

4. Recognition of your role in the event

5. A statement of regret

6. Asking for forgiveness

7. A promise it won’t happen again

8. A form of restitution if possible


What makes a good business e-mail apology?

1. Send the apology as soon as you can – bucket method. Timing compounds.

2. Make it clear in the subject line that you’re apologizing.

3. Give them a reason to forgive you.

4. When it’s really bad, have it signed by an executive.

5. Don‘t make excuses, just fix the problem.

6. Don’t make a mistake in the apology e-mail.

The Jet Blue Case

Salutation Dear JetBlue Customers,

This short statement at the top expresses humility and remorse. Also sets the tone.

We are sorry and embarrassed. But most of all, we are deeply sorry.

This paragraph gives a specific and detailed account of the incident and takes full responsibility. Catalyst was a winter storm that NO blame is placed on—full responsibility is taken by the company.

Last week was the worst operational week in JetBlue's seven year history. Following the severe winter ice storm in the Northeast, we subjected our customers to unacceptable delays, flight cancellations, lost baggage, and other major inconveniences. The storm disrupted the movement of aircraft, and, more importantly, disrupted the movement of JetBlue's pilot and inflight crewmembers who were depending on those planes to get them to the airports where they were scheduled to serve you. With the busy President's Day weekend upon us, rebooking opportunities were scarce and hold times at 1-800-JETBLUE were unacceptably long or not even available, further hindering our recovery efforts.

The Jet Blue Case

This paragraph details their commitment to change and shows customers the preventive measures taken.

We are committed to you, our valued customers, and are taking immediate corrective steps to regain your confidence in us. We have begun putting a comprehensive plan in place to provide better and more timely information to you, more tools and resources for our crewmembers and improved procedures for handling operational difficulties in the future. We are confident, as a result of these actions, that JetBlue will emerge as a more reliable and even more customer responsive airline than ever before.

Here, we see that they recognize their role in the situation and acknowledge the hurt and damage done.

Words cannot express how truly sorry we are for the anxiety, frustration and inconvenience that we caused. This is especially saddening because JetBlue was founded on the promise of bringing humanity back to air travel and making the experience of flying happier and easier for everyone who chooses to fly with us. We know we failed to deliver on this promise last week.

The Jet Blue Case

The company now offers recipients restitution. This smartly made commitment to change makes JetBlue look good to existing customers and others. Understand art – they did the YouTube video apology.

Most importantly, we have published the JetBlue Airways Customer Bill of Rights—our official commitment to you of how we will handle operational interruptions going forward—including details of compensation. I* have a video message to share with you about this industry leading action. *Note how this is the first and only time in the letter where they use the word 'I' as opposed to 'we'. This underscores the personal connection that the founder and CEO of the company is trying to establish with his customers.

This statement expresses regret and lets customers know that the company is hoping to continue the relationship.

You deserved better—a lot better—from us last week. Nothing is more important than regaining your trust and all of us here hope you will give us the opportunity to welcome you onboard again soon and provide you the positive JetBlue Experience you have come to expect from us.

Closing Sincerely, David Neeleman Founder and CEO JetBlue Airways

How to Apologize Quickly?

How to Give a Reason to Forgive?

When to Have it Signed by an Executive?

Explanations are Unnecessary

Apology E-mail Language

Look at the following apology e-mail language.

Fix the E-Mail

Think how the following E-Mails could be improved.


Thank You Needed No Thanks

Needed


• Appreciation for any type of special consideration extended by another organization.

• Thanking a speaker for a presentation at an annual board meeting.

• Customer appreciation letters - thanking them for their patronage.

• Thank you letters to employees for exceptional service or performance.

• Thanks to an individual or organization for a customer referral.

• Commendations to volunteer service workers for their personal contributions.

Thank You E-Mails: Tips

1. Make sure it’s appropriate – routine events strange to say thank you.

2. Write it promptly – delayed letters seem like obligatory afterthought.

3. Remind the recipient – for what are you thanking them?

4. Make it personal – thank you letter is a sincere personal statement.

5. Don’t be Overly Effusive – but, better to be safe than sorry

6. Always Write it to One Person – if it’s to a group, address only the leader

7. Make it short and direct – short, sincere, and to the point.

The Passive Voice

The passive voice is an alternative way to make an English sentence. Usually, sentences are “active” voice:

Subject + Verb + Object

He wrote the report.

The passive voice changes the grammar and removes the subject.

Object + To Be/To Get/To Have (Past) + Verb (Perfect) + by Subject (Optional)

The report was written.

The report has been written.

The report was written by him.

The Passive Voice

Why use the passive voice? When you would rather take the focus off the subject, and on the verb or the object!

• The focus of the whole conversation is on the object.

• “Don’t worry, it’s already been finished.”

• “Have you heard about Eric?”

• Creative works.

The Passive Voice

Passive voice is great for business e-mails because it is polite.

Why is it polite? It deflects mistakes! Made by either you, your client, or your boss.

The Passive Voice

Change the following sentences to Passive Voice.

business english emails

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