Announce something only if it's done. Don't announce if it's "coming soon". Respect the client's reading preferences. Send as plain text not HTML. Brand == inte

Announce something only if it's done. Don't announce if it's "coming soon". Respect the client's reading preferences. Send as plain text not HTML. Brand == interface. Limit yourself to 5 sentences. Brevity is the essence of wit. When in doubt, edit. Make sure it's personalized, e.g. "Dear John". Leave out "Kind regards", "Best regards", "Yours sincerely", etc. Sign off with your full name. Ask yourself "what does everyone else do?" and make sure you don't do that.