In a short-attention span world, it’s best to get right to the point immediately and do your explaining later.Think about what will appear in the two-line message preview the recipient sees while scrolling through their inbox: Will it capture their attention?

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As long as it’s not fawning, most people appreciate being noticed, and it makes them notice you back. It’s unclear, which means that instead of saying, "Yes!

I frequently receive emails from people who are interested in some sort of knowledge exchange but never clarify how they would like for me to take action. " I have to respond by asking them what they’re asking me for in the first place—or, more likely, not respond at all.

If you put a lot of rigmarole before your ask, an impatient reader might never get to it.

For example, let’s say you’re reaching out to the CEO of a startup you admire to invite her to speak at a conference.

Let’s say you’re reaching out to a film director you admire for advice.

Don’t just email them with: I’m a longtime admirer of your work and have the greatest respect for your filmmaking expertise.

When composing email, this means being clear, concise, and actionable.

You can achieve this with a few simple strategies: "Think about what will appear in the two-line message preview the recipient will see as she scrolls through her inbox: Will it capture her attention?

is the tacit question hovering in most people’s minds as they open an email, especially if it’s from someone they don’t know.

This is why establishing your credibility early on in the message is crucial.

Our information-addled brains demand a new approach to email.