Push back on the CEO: an annotated email example
Convince him to move the launch.
The situation
The CEO wants the email campaign to launch on Monday. The GDPR review of the contact list isn't finished: there's a risk of a fine. It will be done on Wednesday. You propose launching on Thursday.
Visionary and impatient. He dislikes being told no, but listens to a clearly stated risk and an alternative.
The winning structure
A good email for this situation includes these elements, in this order:
- A greeting with the recipient's first name.
- The risk (GDPR, fine)
- What's blocking (review in progress)
- The new date (Thursday)
- A request for approval
- A clear ask at the end: a question or an action with a deadline.
- A short sign-off, then your name.
Common mistakes
- Leaving out the risk (GDPR, fine) : « What's the problem, exactly? »
- Leaving out what's blocking (review in progress) : « Why isn't it ready? »
- Leaving out the new date (Thursday) : « So when do we launch? »
- Leaving out a request for approval : « Is he asking me or deciding for me? »
- Getting defensive before acknowledging the problem.
- Sharing bad news with no solution and no next step.
Write your own version: the recipient reacts and you get a score out of 100.
The annotated example
Try it yourself first: you'll remember more. Click to show the example.
Hi Bernard,
- Greeting by first name: the reader knows it's for them.
Launching the campaign on Monday would expose us to a fine: the GDPR review of our contact list won't be finished until Wednesday.
- Includes: the risk (GDPR, fine).
- Includes: what's blocking (review in progress).
I suggest we launch on Thursday, as soon as the review is complete. We only lose three days.
- Includes: what's blocking (review in progress).
- Includes: the new date (Thursday).
Do you agree?
- Includes: a request for approval.
- Clear ask: the reader knows what to do.
Best regards,
Alex
- Short sign-off, then the name.
Why it works : 49 words against a target of 110, 7 words per sentence on average, no filler phrases.