Closing an outreach email is a way of suggesting the next steps. However, it should not pressure a recipient into taking any action or force a reaction.
The best endings ease the process, providing a natural continuation of the message to the point where a recipient can see how the offered proposal fits their interests.
Closing Is No Place for Selling
The reason why the recipient was addressed has to be explained in the body of the message. Therefore, the closing is not the place where additional selling should occur.
It is the place where the discussion moves to the next step.
Provide the Recipient With a Clear Understanding of Next Steps
A natural closing provides a recipient with a clear understanding of what can happen next.
In case an outreach suggests that the recipient considers the offered resource, the closing can suggest it. In case a proposal for a contribution was made, the closing can give the recipient a chance to say whether the proposal is relevant. Collaboration proposals usually lead to an invitation to discuss the collaboration and its relevance.
The next step always depends on the particular opportunity that was offered.
However, it is important that a recipient does not have to figure out what type of reaction the sender expects.
Reflect the Amount of Commitment Required
A light request does not require an elaborate closing.
If the recipient is supposed to evaluate a proposal, an invitation to a meeting or to continue the conversation creates additional commitment, which may be more than required.
More complex requests may indeed require a wider next step.
Thus, the closing should always reflect the commitment that is required in the situation.
Asking for less can create uncertainty. However, asking for too much can create an additional obstacle for a recipient.
A natural closing should reflect the proportion between the requested action and the opportunity offered.
Low-Friction Closing Provides Room for Choice
An outreach email is not asked for and is not expected. Therefore, a recipient has to maintain the right to choose whether to respond to the message or not.
Phrases like “Would this be relevant for you?”, “Happy to share more details if needed”, or “Let me know if this sounds interesting” provide a chance to reply without any pressure or obligation.
It is not the same as weakening the ask.
A recipient will clearly understand the reason why the sender has sent this message. The difference is that the closing makes the next step an option rather than an obligation.
This small difference can change the perception of the communication dramatically.
No Manufactured Urgency Is Necessary
Pressure sometimes occurs in the closing because the sender tries to urge the recipient to perform some action.
However, unless there is real urgency, there is no need to put the recipient under additional pressure.
Phrases urging the recipient to react immediately or requiring a prompt response create a particular tone in the message, and a recipient may start feeling as if they have to manage the sender’s expectations.
A relaxed closing keeps the attention on the opportunity.
In case there is any real urgency, it can be mentioned explicitly. Otherwise, it is not necessary to create a false impression of urgency.
Do Not Summarize Everything Again
Another common mistake in the ending is repeating all the arguments, benefits, or the whole pitch.
It can make the closing unnecessarily heavy.
After the value of the request has been provided in the body, the closing just needs to move to the next step smoothly. Repeating all the information will make the message feel like it is trying to persuade the recipient one more time.
A light closing reflects confidence in the rest of the message.
The Closing Has to Serve as a Handoff
The last lines of the outreach email show the moment when the initiative goes to the recipient.
A natural closing makes this transition easy. It shows the recipient an appropriate next step, provides the proper level of commitment, and does not introduce any unnecessary pressure.
