The Importance of White Space and Email

I've mentioned a number of times about assertive emails in these posts. In today's Internet world, often the rules of grammar take a back seat to the need for adequate attention. In email, employing white space effectively is part of writing an assertive email.

For example, if I am writing an email regarding a product purchased on the Internet, my request can be lost in the use of good grammar.

Re: Order # 450845408

Dear Sir:

The lamp I purchased from your website on April 20 arrived yesterday. When I plugged the lamp in and turned the switch "On", the bulb would not light. I have tried the lamp in several plugs with the same result. I have also changed the bulb in case the bulb I chose was defective. However, the lamp continues not to light. I would like you to replace the lamp with the same model as soon as possible.

Sincerely,

Good grammar would argue that all of the sentences in that email should be in the same paragraph. After all, each sentence is about the subject of the paragraph, the defective lamp.

However, in an email, effectiveness is increased with the use of white space to emphasize your points. People glance at email quickly and it helps if the parts you want to focus on are in stand-out positions on the computer screen.

So here's how it would look in an effective assertive form:

Re: Order # 450845408

Dear Sir:

The lamp I purchased from your website on April 20 arrived yesterday. When I plugged the lamp in and turned the switch "On", the bulb would not light.

I have tried the lamp in several plugs with the same result. I have also changed the bulb in case the bulb I chose was defective. However, the lamp continues not to light.

I would like you to replace the lamp with the same model as soon as possible.

Sincerely,

Now the important sentences jump off of the computer screen. Points that are made are separated from each other by the use of white space:

• The lamp arrived and it doesn't work
• I've tried all reasonable approaches to determine that the lamp is defective
  
• I want you to replace it.

Good luck with speaking up for yourself in email!