How long should a client email be?

Short enough to read on a phone. One ask, a deadline with time zone, and the next step. Move the rest to a call or a doc.

Should I write 'Dear' or 'Hi'?

Use 'Hi [Name]' with most US clients. It's friendly and standard. Use 'Hello' if you don't know them yet.

Is 'EOD' clear enough as a deadline?

No. Whose end of day? Write 'Thursday, 5 pm ET'. Naming the time zone avoids most mix-ups.

How many times can I chase an approval?

Follow up after one or two business days, then again with what happens if you don't hear back, such as a date that moves. Change the subject line each time.

How do I say no to extra work without upsetting the client?

Thank them, say it is outside the agreed scope, and offer a next step: a quote or a later phase.

How do I give bad news?

Say it early and plainly, give the new date, explain in one line, say what you are doing about it, and set the next update.

When should I use Slack instead of email?

Slack is for quick, low-stakes questions. Decisions, approvals, invoices and bad news go by email, then a short Slack note if useful.

Is it rude to say 'Sorry for the inconvenience'?

It's fine, but vague. Say what happened and what you'll do. A specific apology reads better than a stock one.

How do I write US dates and times?

Write 'Thursday, Oct 8, 3 pm ET'. Month before day, and always a time zone. Spell the month to avoid 03/04 confusion.

How much notice for our Argentine holidays?

Give as much as you can, at least a week or two, and repeat it. Many holidays and bridge days are announced in advance, so check the official list and tell the client early.

How do I say 'quedo atento' in English?

'I look forward to your reply' or 'Let me know what you think'. Better still, end with a next step and a date.

Does 'As per my last email' sound bad?

It can sound annoyed. Try 'Quick recap:' or 'Following up on my note from Monday'.

Should I use exclamation marks?

One is fine to sound warm, for example 'Thanks!'. More than one in a client email can look unprofessional.

Which time zone do I use for a client with teams in several states?

Ask which one they work in, and use it in every deadline. If the client is spread out, write the time in the zone of the person who decides.

What do I do if the client writes to me at night?

You don't have to reply right away. Set the expectation with a line: 'We'll reply first thing tomorrow, [time] ET.' Give a phone contact only for real emergencies.

What is the difference between cc and bcc?

Cc recipients are visible to everyone and should follow the thread. Bcc recipients are hidden from the others. Use bcc for mass mails, rarely for client threads.

How do I sound confident with an intermediate level?

Use short sentences, one formula for requests, and a fixed set of templates. Clear beats fancy. Read your email aloud before sending.

English for marketing agencies

Client emails and Slack in English for marketing agencies

Ready-to-use templates and rules for writing to US clients: emails, Slack, tone, time zones and holidays. Made for account managers, strategists and project managers at agencies in Buenos Aires.

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Anatomy of a client email

US clients read fast, often on a phone. A good email is short, has one ask, and says exactly what happens next.

1
Subject
Say the topic and the action. 'Approval needed by Thursday, 5 pm ET: homepage banner'.
2
First line
Put the point first. Context comes after.
3
One ask
One request per email. If you have three, send three emails or number them.
4
Deadline with time zone
Give a day, a time and a zone: 'Thursday, 5 pm ET'. Never 'soon' or 'EOD' alone.
5
Next step
Close with what you do next and when: 'I'll send the final files on Friday.'

Templates: onboarding and kickoff

Replace everything in [brackets]. Cut what you don't need. Keep the deadline and the next step.

Onboarding and kickoff templates
Situation	Template
Welcome	Subject: Welcome to [Agency]: kickoff on [day], [time] ET. Hi [Name], we're excited to start on [project]. I'm your main contact, and [Name] will support me on [area]. On [day] at [time] ET we'll cover goals, timeline and who does what. Could you send [access or brief] by [day], [time] ET? I'll send the agenda tomorrow.
Access request	Subject: Access needed by [day], [time] ET: [platform] for [project]. Hi [Name], to start on [channel] we need access to [platform, for example ad account, analytics or CMS]. Could you add [email] as [role]? The steps are here: [link]. Once it's done, reply 'added' and I'll confirm it works on our side the same day. If someone else manages this, could you point me to them?
Questionnaire before kickoff	Subject: Questionnaire before kickoff: please answer by [day]. Hi [Name], to make our first call useful, could you fill in this form: [link]? It covers goals, audience, past results and brand rules. It takes about [time]. Partial answers are fine. If something is unclear, reply here and I'll clarify. Thanks!
Kickoff agenda	Subject: Kickoff agenda for [day], [time] ET. Hi [Name], here is the plan for [duration]: 1. Introductions. 2. Goals and how we'll measure success. 3. Timeline and milestones. 4. Roles and how we'll communicate. 5. Open questions. Please invite anyone who decides on [topic]. The call link is [link]. Is there anything you'd like to add?
Kickoff recap	Subject: Kickoff recap and next steps. Hi [Name], thanks for the great call. Goals: [goal 1], [goal 2]. Timeline: [milestone] on [date]. Owners: [me] on [task] by [day]; [you] on [task] by [day]. Open questions: [question]. Please reply if I missed or misunderstood anything.

Templates: day-to-day work

The emails you send every week. Keep them short and always name the owner and the date.

Day-to-day templates
Situation	Template
Weekly update	Subject: [Client] weekly update, [date]. Hi [Name], here is the week. Done: [1 to 3 items]. Next week: [1 to 3 items]. Needs your input: [one item], by [day], [time] ET. Happy to hop on a call if it's easier.
Asset request	Subject: Assets needed by [day], [time] ET: [campaign]. Hi [Name], to keep [launch] on track for [date], could you send [logo files, product photos, copy]? Format: [format]. You can upload them here: [link]. If some are not ready, send what you have and tell me what is missing.
Approval request	Subject: Approval needed by [day], [time] ET: [item]. Hi [Name], the [item] is ready for your review: [link]. Could you approve it or send changes by [day], [time] ET? That keeps [launch] on [date]. You can reply 'approved' or list changes in one message. Please gather all feedback in one reply, so we can do it in a single round.
Chasing an approval	Subject: Reminder: [item] needs your OK by [day]. Hi [Name], just following up on my note from [day]. We need your approval on [item] by [day], [time] ET to keep [date]. If it's easier, reply with just 'approved'. If we don't hear back, [what happens: the date will move to X].
Meeting reschedule	Subject: Can we move [meeting] to [new day], [time] ET? Hi [Name], I'm sorry, but I need to move our call on [day], [time] ET because [short reason]. Would [option 1] or [option 2] work? Here is my calendar: [link]. The agenda stays the same. Thanks for understanding.
Meeting recap	Subject: Thanks and next steps from today. Hi [Name], thanks for your time today. Recap: [decision 1], [decision 2]. Owners: [me] on [task] by [day]; [you] on [task] by [day]. I'll send [item] by [day], [time] ET.
Question with a suggested answer	Subject: Question on [topic]: answer by [day], please. Hi [Name], one question on [topic]: [question, with the two options]. My suggestion is [option] because [reason]. If I don't hear back by [day], [time] ET, I'll go with it. Thanks!
Introducing a team member	Subject: Meet [Name], your new [role] at [Agency]. Hi [Name], I'd like to introduce [Name], who will [role or task] from [date]. [Name] has worked on [relevant area]. I'll stay involved as [your role]. [Name], meet [Client Name], [their role]. Could you two find a time this week? I'll let you take it from here.

Templates: proposals, scope, money and renewals

Only share prices, rates and terms that your agency has already approved. Use the placeholders until then.

Commercial templates
Situation	Template
Proposal follow-up	Subject: Following up on our proposal for [project]. Hi [Name], I wanted to check in on the proposal we sent on [date]: [link]. Do you have questions, or would a short call help? I can walk you through it on [day] or [day]. If the timing isn't right, no problem. Just tell me when to check back.
Out-of-scope request	Subject: [Request] and the current scope. Hi [Name], thanks for the idea. This sits outside what we agreed in [SOW or brief]. We can do it as an add-on: about [time or cost, only if approved to share]. Would you like us to send a short quote, or keep the current plan? Either works.
Change order	Subject: Change order for [request]: please approve by [day]. Hi [Name], as discussed on [day], we'll add [new work] to the project. The change order is attached. Scope: [what changes]. Timeline: [new date]. Cost: [as in the attached order]. Please reply 'approved' or sign here: [link] by [day], [time] ET. We'll start once we have your OK.
Price increase	Subject: Update to our rates from [date]. Hi [Name], thank you for working with us on [project]. From [date], the rate for [service] will change to [new rate]. Until then, your current rate stays. I'm happy to explain the reasons on a call. Could we find [time] this week?
Renewal	Subject: Renewing our work together from [date]. Hi [Name], our current agreement ends on [date]. Over this period we [1 or 2 real results]. For the next term, we suggest [plan]. Here is the proposal: [link]. Could we talk on [day] and confirm by [date]? That way there is no gap in [service].
Invoice reminder	Subject: Invoice [number] due [date]. Hi [Name], a friendly reminder that invoice [number] for [USD amount] is due on [date]. It's attached again here. Could you confirm the payment date by [day]? Let me know if you need anything from our side, such as a PO number.
Late payment	Subject: Overdue: invoice [number]. Hi [Name], invoice [number] for [USD amount] was due on [date] and we haven't received it. Could you tell me the payment date by [day]? It's attached again. If it's already paid, please send the reference so we can match it. As per [contract clause], [what happens next]. I'd rather solve this together.
Contract end	Subject: Wrapping up our work on [project]. Hi [Name], our agreement ends on [date], so here is how we'll close: final deliverables on [date], access handover on [date], last invoice [number]. Could you confirm [item]? It has been a pleasure working with you. If you'd like to continue, [option].

Templates: difficult moments

Say it early, say it plainly, then give the plan. Own what is yours and stay specific.

Difficult moments templates
Situation	Template
Missed deadline	Subject: Heads-up: [deliverable] will slip to [new date]. Hi [Name], I want you to hear this from me first. [Deliverable] will be ready on [new date], not [old date], because [one-line reason]. Here is what we're doing about it: [action]. I'll update you by [day], [time] ET. Sorry for the trouble.
Error in a live campaign	Subject: Issue in live campaign [name]: we're fixing it. Hi [Name], we found an error in [campaign]: [what is wrong, in one line]. It affected [where] since [time]. We [paused or fixed] it at [time] ET. Next: [action], done by [time] ET. I'll send an update by [time] ET, and a short note on how we'll avoid it. Sorry about this.
Unhappy client	Subject: Your feedback on [deliverable]. Hi [Name], thank you for being direct. I understand [what they feel, in their words]. That's not the result you expected. Here is what I suggest: [action 1], [action 2]. Could we talk on [day], [time] ET so I can hear more? I'll send a plan by [day].
Escalation	Subject: Need your help to unblock [project]. Hi [Name], I'm reaching out because [item] has been open since [date] and it affects [deadline]. So far we have [what was tried]. Could you help with [decision or person]? Without it by [day], [time] ET, the launch moves to [date]. I've copied [Name] so we're all aligned.
Saying no	Subject: About [request]. Hi [Name], thanks for the idea. We can't do [request] by [date] because [reason]. What we can do: [option A] by [date], or [option B] in [phase]. Which do you prefer? Happy to talk it through.
Client goes silent	Subject: Checking in: [project] is waiting on [item]. Hi [Name], I haven't heard back since [date] and want to make sure this didn't get lost. We're waiting on [item]. Is [project] still a priority? Reply 'go' or 'pause' and I'll take it from there. I'll follow up again on [day].
Asking for a testimonial or case study	Subject: Could you share a few words about our work? Hi [Name], we're glad about [result, only if real]. Would you be open to a short testimonial or a case study on [project]? I can draft it for your review, and nothing goes out without your approval. It would take about [time]. If you'd rather not, no problem at all.

Templates: availability and time zones

Tell the client before it matters, with dates, the return day and who covers.

Availability templates
Situation	Template
Holiday notice	Subject: Team off on [dates] for [holiday]: plan around it. Hi [Name], a heads-up: our team is off on [dates] for [holiday]. We're back on [date]. Before then, please send [item] by [day], [time] ET. For urgent things, contact [Name, email].
Out-of-office reply	Subject: Automatic reply: out of office until [date]. Hi, thanks for your message. I'm out of office from [date] until [date] and will reply on [date]. For urgent matters, please contact [Name] at [email]. For [type of request], [Name] can help.
Time zone reschedule	Subject: Proposed times for [meeting], in ET. Hi [Name], here are three options, all in ET: [day], [time]; [day], [time]; [day], [time]. That is [time] in Buenos Aires. If none works, send two that do. I'll send an invite as soon as you pick one.
Urgent request after hours	Subject: Urgent request received: we start at [time] ET. Hi [Name], we got your message at [time] ET, after our working hours in Buenos Aires. We'll start at [time] ET tomorrow, and the earliest we can deliver is [day], [time] ET. If it can't wait, call [Name] at [phone]. Meanwhile, could you send [what we need]?

Full email thread: getting an approval

A real back and forth, from the request to the confirmation. Dana is the client, Lucía is the account manager.

Approval thread
Sender	Message
Lucía (agency)	Subject: Approval needed by Thu, 5 pm ET: Spring Sale banner. Hi Dana, the banner is ready: [link]. Could you approve it or send changes by Thursday, 5 pm ET? That keeps the launch on Monday.
Dana (client)	Looks great! Can we make the discount bigger and change the color?
Lucía (agency)	Thanks, Dana. Bigger discount text is a small change, and we can do it today. A new color scheme needs a new design round, and the launch would move to [new date]. Which do you prefer?
Dana (client)	Just the bigger text. Keep the color.
Lucía (agency)	Done. New version: [link]. Could you confirm by Friday, 12 pm ET? Then we schedule it for Monday.
Dana (client)	Approved.
Lucía (agency)	Thank you! Approved on Friday. We'll schedule it for Monday, [time] ET and confirm once it's live.

The first email has a deadline with a time zone and says why it matters.
Lucía separates a small change from a big one, and names the cost of the big one: a later date.
She asks a question with two options, so Dana can answer in five words.
She asks for a short confirmation with a new deadline.
The last message closes the loop: what was approved, when it goes live, what happens next.

Subject lines, previews and the first line

Put the key words first. Phones cut long subjects.
Name the action and the deadline: 'Approval needed by Thu, 5 pm ET'.
Add the client or project name so it is easy to find and file.
New topic, new email, new subject. Don't reply to an old thread for a new ask.
No 'Urgent!!!', no all caps. A real time works better than a loud word.
Preview: many inboxes show the start of the email next to the subject. Make the first sentence carry the point.

Subject lines
Weak	Stronger	Why
Question	Approval needed by Thu, 5 pm ET: homepage banner	Says the action and the deadline
Update	[Client] weekly update, Oct 6	Easy to find and file
Re: Re: Re: Campaign	Decision needed: budget for the April campaign	A new subject for a new ask
Urgent!!!	Today by 3 pm ET: ad copy sign-off	A real time, not a loud word
Files	Final assets attached: Spring Sale (v3)	Says what and which version
Invoice	Invoice 0042 due Nov 15	Number and date in the subject
Following up	Following up: creative approval for launch on the 15th	Reminds them why it matters
Meeting	Kickoff on Monday, 10 am ET: agenda inside	Day, time and zone up front

First lines
Weak first line	Better first line	Why
I hope this email finds you well. I am writing to inform you that…	The banner is ready for your review.	The point comes first
Sorry to bother you again.	Following up on the approval we need by Thursday.	No apology, a clear reason
As per my last email…	Quick recap of where we are:	Neutral. 'As per my last email' can sound annoyed
I wanted to reach out regarding the report.	The report is attached. Two things to check:	Says what it is and what to do
Hope you had a great weekend! Anyway,	Thanks for the call on Friday. One decision is open:	Warm, but on topic

Slack messages by channel type

Slack is faster and looser than email, but the rules are the same: one ask, a deadline, a next step. In a shared channel the client sees everything, so write as if they will read it. Because they will.

Shared channel with the client
Situation	Message
Update, nothing needed	Hi @Dana, the new ad set is live. First results by Friday. Nothing needed from you.
Ask	@Dana, could you approve the banner by Thu, 5 pm ET? Link: [link]. Details in the thread.
Nudge	@Dana, a nudge on the banner approval. We need it by Thu, 5 pm ET to keep Monday's launch.
Bad news	@Dana, heads-up: the email send moves to [new date] because [reason]. I'm sending the details by email now.
Message after hours	Thanks, Dana. We'll look at it first thing tomorrow, [time] ET.
Decision	Decision from today's call: we go with option B. Owner: [Name]. Date: [date].

Internal channel
Situation	Message
Handoff	@Martín, the client approved the banner (see thread). Can you schedule it for Monday, [time] ET? Please confirm by Friday, 3 pm.
Blocker	Blocker: we still don't have [item] from [Client]. I'll chase today. If it doesn't arrive by Thursday, we move the launch. FYI @[PM].
Unhappy client	[Client] is unhappy about [item]. Call at [time]. Please don't reply in the shared channel until we align.
Change	FYI: [Client] moved the launch to [date]. I'm updating the plan now.
Coverage	I'm off from [date] to [date]. [Name] covers. Notes are here: [link].
Review request	Can someone review the copy before 2 pm? [link]. Comments in the doc.

Threads: reply in the thread, not in the channel, so the channel stays readable.
Channels: one channel per client or project. Keep urgent, billing and social chat apart.
Tagging: tag the one person who must act. Tagging the whole team means nobody acts.
Reactions: a thumbs up for 'seen', a check for 'done'. Agree the meaning with the client.
Response times: set them on day one, for example 'within one business day'. Then meet them.
'Quick question': skip it. Write the question itself, with context, so it can be answered without a call.
@channel and @here: only for real emergencies that affect everyone. Never for reminders.
Long or serious topics: move them to email or a call, then post the decision in Slack.
Never vent about the client in a channel they can see. Check the channel name before you post.

Tone: sentence-level rewrites

Too blunt / Better
Too blunt	Better
Send me the assets.	Could you send the assets by Wednesday, 3 pm ET?
You didn't answer my email.	Just following up on my note from Monday. Any update?
That's not in the scope.	That's outside what we agreed. I can quote it as an add-on.
We can't do it by Friday.	Friday is tight. Monday is realistic. Would that work?
The client is wrong about the data.	I see the numbers a little differently. Can I walk you through them?
You forgot to attach the file.	It looks like the file didn't come through. Could you resend it?
As I said before, the deadline is Friday.	A quick reminder that the deadline is Friday, 5 pm ET.
Why did you change the brief?	I noticed the brief changed. Could you help me understand what's new?
This is impossible.	This is a stretch with the current timeline. Here is what we can do instead.
I don't agree.	I hear you. My concern is [reason]. Could we try [option]?
You need to decide today.	We need a decision today to keep the launch date.
Your feedback is confusing.	Could you clarify the feedback on [item]? I want to get it right.
The launch is late because of you.	The launch moved because we're still waiting on [item]. Here is how we can catch up.
We already did that.	We covered that in [doc]. I'll link it here in case it helps.
I can't open it.	I'm having trouble opening the link. Could you check the sharing settings?
Whatever you prefer.	Both work for us. I'd suggest [A] because [reason].
I'm busy this week.	This week is full on our side. I can look at it on Monday.

Too vague / Better
Too vague	Better
I'll send it soon.	I'll send it by Tuesday, 5 pm ET.
Let me know what you think.	Could you approve or share changes by Thursday?
We'll talk next week.	Let's talk Tuesday at 11 am ET. I'll send an invite.
There is a small issue.	The ad was rejected for [reason]. We'll resubmit today.
Any news?	Do you have an update on the budget? We need it to launch on the 15th.

Too much / Better
Too much	Better
Sorry, sorry, so sorry for the delay!!	Thanks for your patience. Here is the file.
I was just wondering if maybe you could possibly look at this?	Could you review this by Thursday?
Please advise.	Which would you like: A or B?
Don't worry about it.	We've got it covered. You don't need to do anything.
There was a mistake in the ad.	We made an error in the ad, and we've fixed it.

Sounds like a translation / Natural English
Sounds like a translation	Natural English
I'll be waiting your answer.	I look forward to your reply.
Please, confirm me the date.	Please confirm the date.
I attach the file.	I've attached the file.
Cordial greetings,	Best regards,
Any doubt, tell me.	If you have any questions, let me know.
Just to remember you the deadline.	Just a reminder about the deadline.
We are in the line with the budget.	We're in line with the budget.
I send you the report tomorrow.	I'll send you the report tomorrow.

Softeners and firmers
Goal	Softer	Firmer
Ask for something	Could you send it by Friday?	I need it by Friday to keep the launch date.
Give a deadline	It would help to have it by Friday.	The deadline is Friday, 5 pm ET.
Say no	I'm afraid that won't work with the timeline.	We can't include that in this phase.
Chase a reply	Just checking in on this. No rush, but a reply by Thursday would help.	I need your answer by Thursday to keep the date.
Disagree	I see it a little differently.	I recommend a different approach, and here is why.
Set a limit	Would it be possible to keep to the original scope?	That's outside the scope. We can quote it separately.
Apologise	Sorry for the delay on this.	The delay is on our side. Here is the new date.

Soften the request, never the deadline. A US client reads 'no rush' as 'no deadline'.

Politeness formulas: would, could, mind, wondering if

Direct commands like 'Send me the file' sound rude in English, even if they are normal in Spanish. Use a formula. One is enough: don't stack them.

Politeness formulas
Formula	Example	Use it when
Could you…?	Could you send the file by Friday?	The default request. Clear and polite.
Would you be able to…?	Would you be able to join at 10 am ET?	When you are not sure they can.
Would you mind + -ing?	Would you mind sending the logo again?	A small favor. 'Not at all' means yes.
I was wondering if…	I was wondering if you could share the report.	A soft opener for a bigger ask.
Would it be possible to…?	Would it be possible to move the call to Tuesday?	Asking for a change or an exception.
Do you think we could…?	Do you think we could launch on the 16th instead?	Proposing an option together.
Would it work if…?	Would it work if we send the draft on Monday?	Testing a date or a plan.
I'd appreciate it if…	I'd appreciate it if you could reply by Thursday.	Firm but polite, for a deadline.
Thanks in advance	Thanks in advance for the approval.	Use sparingly. It can sound like you expect a yes.

Stacked and unsure / One clean formula
Stacked and unsure	One clean formula
I was wondering if maybe you could possibly send it?	Could you send it by Friday?
Would you mind if I asked you to please send it?	Would you mind sending it by Friday?

Deadlines, time zones and business hours

Buenos Aires stays on the same time all year (UTC-3). Most of the US changes its clocks: daylight saving time starts on the second Sunday of March and ends on the first Sunday of November. So the gap with your client changes twice a year. Write 'ET', 'CT', 'MT' or 'PT', which cover both seasons.

How to write a deadline
Weak	Clear
EOD	Thursday, 5 pm ET
Tomorrow	Thursday, Oct 8, 3 pm ET
ASAP	Today by 3 pm ET
By Friday	By Friday, 12 pm ET
Next Monday	Monday, Oct 19, 10 am ET
At 12	12 pm ET (noon) or 12 am ET (midnight)

Buenos Aires against US time zones
Client zone	Buenos Aires is ahead (US summer time / winter time)	Shared hours (US summer time / winter time)
ET (New York)	1 hour / 2 hours	8 hours / 7 hours
CT (Chicago)	2 hours / 3 hours	7 hours / 6 hours
MT (Denver)	3 hours / 4 hours	6 hours / 5 hours
PT (Los Angeles)	4 hours / 5 hours	5 hours / 4 hours

Shared hours assume the US team works 9 am to 5 pm and you work 9 am to 6 pm. Check your own hours and your client's. Arizona mostly does not change its clocks, so ask if your client is there.

Put your time next to theirs in invites and proposals: '10 am ET (11 am in Buenos Aires)'. Check it in a converter.
Avoid 'tonight' and 'tomorrow' across time zones. Use the day and the date.
For a delivery 'first thing', say the time: '9 am ET'.
The US afternoon is your evening. The best window for live calls is the shared hours above.
Friday afternoon in the US is late for you. Don't plan approvals for that slot.
A client on the West Coast may not answer before your day is nearly over. Plan async.

US and Argentine holidays

Your calendar and your client's calendar do not match. Tell them in advance, with dates, and say who covers urgent things. Holiday dates can move by year, so check an official calendar before you promise dates.

US federal holidays

New Year's Day (January 1)
Martin Luther King Jr. Day (third Monday of January) and Presidents Day (third Monday of February)
Memorial Day (last Monday of May)
Juneteenth (June 19)
Independence Day (July 4). If it falls on a weekend, the day off may be the nearest weekday
Labor Day (first Monday of September)
Columbus Day or Indigenous Peoples' Day (second Monday of October) and Veterans Day (November 11)
Thanksgiving (fourth Thursday of November). Many clients are also off on the Friday
Christmas Day (December 25)

Marketing moments to plan around

Black Friday (the day after Thanksgiving) and Cyber Monday (the Monday after): retail and ecommerce clients are usually at their busiest. Ask for their freeze dates and approval deadlines early
Christmas week: many US teams slow down between Christmas and New Year. Confirm who is reachable
Long weekends (Memorial Day, July 4th, Labor Day): approvals due before a long weekend are often missed. Ask a day earlier

Days your team may be off

Argentine national holidays: for example May 1, May 25, July 9 (Argentina's Independence Day, not the US one) and December 25
Carnival and Easter week
Bridge holidays: the government often adds extra days off around national holidays, and the list changes by year
Some Argentine holidays move to a Monday or another day depending on the year
Check the official list each year before you promise dates

How to communicate availability

Send the notice at least one to two weeks before, and repeat it in the weekly update
Name the dates, the return day and the time zone
Say who covers urgent requests and how to reach them
Plan deadlines around both calendars, so nothing lands on a day either side is off
Set an out-of-office reply with the return date

Email etiquette and a checklist before you send

Recipients

To: the people who must act. Cc: people who should know. Don't cc the whole company.
Bcc: use it to protect email addresses in a mass mail, not to hide people in a client thread.
Reply all: only if everyone needs the answer. Check the list before you press send.
Add a person to a thread with a line: 'Adding [Name] to this thread.'

Format

Bullets for three or more items, and bold only the deadline.
Short paragraphs of one to three lines. One idea each.
Attachments: name the file clearly ('Spring-Sale-Banner-v3.pdf') and say what is inside. Big files go by link.
Links: write a few words before the link so it is clear what it is. Check that sharing is open to the client.
Signature: name, role, agency, website. Add your city or time zone if it helps. No long legal text or big images.
Sign-offs: 'Best,' or 'Best regards,' or 'Thanks,'. Avoid 'Cordial greetings'.

1
Point
Does the first line say what this is about?
2
One ask
Is there one clear request, or are the asks numbered?
3
Deadline
Does it have a day, a time and a time zone?
4
Next step
Did you say what you do next, and when?
5
Tone
Would you say this to the client on a call? Soften blunt lines, firm up vague ones.
6
Attachments and links
Is the file attached, and does the link open for the client?
7
Names and numbers
Check the name, the dates, the amounts and the client's name.
8
Recipients
To, cc and bcc are right. Reply all is on purpose.
9
Subject
Does it match the ask, with the deadline?
10
Read it once
Read it aloud or on your phone. Cut a sentence. Then send.

Questions

How long should a client email be?: Short enough to read on a phone. One ask, a deadline with time zone, and the next step. Move the rest to a call or a doc.
Should I write 'Dear' or 'Hi'?: Use 'Hi [Name]' with most US clients. It's friendly and standard. Use 'Hello' if you don't know them yet.
Is 'EOD' clear enough as a deadline?: No. Whose end of day? Write 'Thursday, 5 pm ET'. Naming the time zone avoids most mix-ups.
How many times can I chase an approval?: Follow up after one or two business days, then again with what happens if you don't hear back, such as a date that moves. Change the subject line each time.
How do I say no to extra work without upsetting the client?: Thank them, say it is outside the agreed scope, and offer a next step: a quote or a later phase.
How do I give bad news?: Say it early and plainly, give the new date, explain in one line, say what you are doing about it, and set the next update.
When should I use Slack instead of email?: Slack is for quick, low-stakes questions. Decisions, approvals, invoices and bad news go by email, then a short Slack note if useful.
Is it rude to say 'Sorry for the inconvenience'?: It's fine, but vague. Say what happened and what you'll do. A specific apology reads better than a stock one.
How do I write US dates and times?: Write 'Thursday, Oct 8, 3 pm ET'. Month before day, and always a time zone. Spell the month to avoid 03/04 confusion.
How much notice for our Argentine holidays?: Give as much as you can, at least a week or two, and repeat it. Many holidays and bridge days are announced in advance, so check the official list and tell the client early.
How do I say 'quedo atento' in English?: 'I look forward to your reply' or 'Let me know what you think'. Better still, end with a next step and a date.
Does 'As per my last email' sound bad?: It can sound annoyed. Try 'Quick recap:' or 'Following up on my note from Monday'.
Should I use exclamation marks?: One is fine to sound warm, for example 'Thanks!'. More than one in a client email can look unprofessional.
Which time zone do I use for a client with teams in several states?: Ask which one they work in, and use it in every deadline. If the client is spread out, write the time in the zone of the person who decides.
What do I do if the client writes to me at night?: You don't have to reply right away. Set the expectation with a line: 'We'll reply first thing tomorrow, [time] ET.' Give a phone contact only for real emergencies.
What is the difference between cc and bcc?: Cc recipients are visible to everyone and should follow the thread. Bcc recipients are hidden from the others. Use bcc for mass mails, rarely for client threads.
How do I sound confident with an intermediate level?: Use short sentences, one formula for requests, and a fixed set of templates. Clear beats fancy. Read your email aloud before sending.

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Anatomy of a client email

Subject

First line

One ask

Deadline with time zone

Next step

Templates: onboarding and kickoff

Templates: day-to-day work

Templates: proposals, scope, money and renewals

Templates: difficult moments

Templates: availability and time zones

Full email thread: getting an approval

Subject lines, previews and the first line

Slack messages by channel type

Tone: sentence-level rewrites

Politeness formulas: would, could, mind, wondering if

Deadlines, time zones and business hours

US and Argentine holidays

US federal holidays

Marketing moments to plan around

Days your team may be off

How to communicate availability

Email etiquette and a checklist before you send

Recipients

Format

Point

One ask

Deadline

Next step

Tone

Attachments and links

Names and numbers

Recipients

Subject

Read it once

Questions

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