Why I don’t hope you are well

Published on by in Blog, Copywriting, Newsletter Archives.

It’s an epidemic.

These days every email, regardless of content, context or source, is prefaced with the stale opener, ‘I hope you are well’ (or its more patronising spinster cousin, ‘Trust this email finds you well*.’)

But does the sender really hope I’m well? Is he or she genuinely concerned with the state of my health – physical, mental or otherwise? Probably not. And yet…there it is.

Why do we do it?

Because we’re reluctant to dive into our message. It feels abrupt; rude even, and so we experience a measure of professional guilt if we don’t top and tail our business...