Crafting Connections: Mastering Email Communication in the Funeral Profession

By Erin Creger: Chief Sales Officer, Envision Strategic Partners 

Funeral professionals, let’s face it—our email game needs work. While we often excel in-person and over the phone, our emails often miss the mark. With many of our client families in their 40s and 50s (also known as Gen X), who choose email as their preferred communication method*—we can’t afford to overlook the power of an effective email.

Now, I'm not suggesting that you or your team should stop picking up the phone. Nothing can replace the value of a live conversation, especially in our line of work. However, we must be prepared and proficient when it comes to communicating and following up with our client families via email, both at-need and pre-need.

Here are some practical tips to ensure your emails are warm, professional, and effective:

1. Avoid filler phrases: Steer clear of phrases like "Hope this email finds you well" or "Please be advised." No email has ever truly "found" anyone well, and the recipient already knows you’re about to advise them of something—that’s why you’re emailing them in the first place. Stick to straightforward language that respects the recipient’s time.

2. Use capitals and exclamation points sparingly: While it’s important to convey enthusiasm or urgency, overusing capitals or exclamation points can come across as loud and aggressive. Focus on clear and calm language to communicate your message effectively and professionally.

3. Emojis? Follow their lead: Emojis can get a bad rap, but they can effectively add warmth, context, and tone to a written message. However, not everyone appreciates a surprise smiley face or heart. The key is to follow their lead—if they use emojis in their reply, consider it permission granted. Just remember, a little emoji goes a long way .

4. Personalize your emails: Address the recipient by name and tailor your message to their specific situation. This level of personalization shows that you care about their unique needs, which is especially important in the sensitive situations we deal with daily.

5. Be clear and concise: Your client families are dealing with a lot. Your emails should be easy to understand and get straight to the point. Avoid lengthy explanations or unnecessary jargon. Clarity and simplicity are key.

6. Double-check for errors: Typos, grammatical mistakes, or incorrect information can undermine your professionalism and lead to misunderstandings. Take a moment to review your email before hitting send. A good rule of thumb is to wait to include the recipients email address until you’re ready to send. This can prevent the embarrassment that can come with hitting send too soon. A polished, error-free message reflects well on you and your funeral home.

7. Be mindful timing: Timely responses are crucial in the funeral profession. And there are times that a 11:58 PM email is appropriate. However, also be mindful of when you’re sending emails and avoid late-night messages unless necessary, as they can seem intrusive or unprofessional. Consider instead drafting your email and scheduling it to send first thing the next morning.

8. End with empathy: The families you’re communicating with are going through one of the most difficult times of their lives. Closing your email with a supportive message, an offer of further assistance, or simply an understanding tone can make a significant difference in how your communication is received.

In conclusion, while email may never replace a live conversation, it has become an essential communication tool, especially for the families we serve. By focusing on proper etiquette—being clear, concise, and compassionate—you can strengthen relationships with your client families. Embracing these practices will not only improve your professional relationships but also contribute to the overall success and reputation of your funeral home.

*According to answernet.com