Usually, when we create communications in Western societies, we’re used to telling a story. For example, emails usually follow a narrative format: an introduction to the organisation, followed by information about a project, background to the issue, further information about current objectives, and we end with our request. Evidence from behavioural science shows this format, while highly familiar, rarely shifts behaviour. This post provides tips for improving communications.

Summary

• Emails and other communications provide too much information
• The average person receives 121 emails daily and only responds to 25% of the emails in their inbox
• Individuals are overwhelmed by information (information overload)
• Communications are more effective when using insights from behavioural and social sciences:
  • Put your request at the start of your email (call to action)
  • Keep your communication short and make it easy to act (simplification)
  • Show the benefits of taking action, or make the consequences of inaction explicit (framing)
  • Sign off the request from an influential person (messenger effect) and include peer comparisons (relative ranking)

Information overload

Here’s a familiar email format:

"Hi John,

I'm Jane Smith from Local Business Organisation. I'm contacting you about our project. I'm now going to describe the background on the project. Here is a description of what we're trying to achieve. Please do the following thing today. Please contact me if you need further information. Looking forward to hearing from you. 

Regards, 
Jill."

Why does this format have less impact than we might imagine?

People are busy. They find it difficult to take in new information amidst a barrage of other tasks (information overload).

The average employee spends almost two-thirds (57%) of their work time on communications (meetings, email, and chat), and the rest of their time (43%) on other work (creating documents, spreadsheets, and presentations). The top 25% of users with heavy workloads spend 8.8 hours a week on email, and 7.5 hours a week in meetings.

Moreover, the average office worker sends 40 emails daily, and receives 121 emails. Professionals have 200 emails in their inbox at any time, but respond to only 25% of these emails.

Previous research shows that communications about vital government and community programs are difficult to understand.

Busy people who are overwhelmed have limited mental energy, time, and resources (cognitive bandwidth). People are more likely to ignore emails with a subject line longer than three to four words, and wording that evokes the hassle or mental effort of taking action.

Most people cannot retain more than four short sentences at a time. Individuals cannot handle long, complicated emails, such as chain emails that copy in many recipients.

Research shows that behavioural science training on how to use email more effectively increases work competency. This is achieved by using email software tools such as filters, better inbox management practices, and improving personal workflows (e.g. creating special email folders and flags, avoiding interruptions). Additionally, behavioural techniques reduce information overload, such as effective subject lines, writing concise emails, and better handling of attachments.

Short messages with a call to action and clear instructions are also effective in sustaining behavioural change. For example, a short postcard helps people to follow health instructions, and brief SMS messages encourage students to complete their qualifications.

How to write effectively

Use these behavioural principles to improve your outcomes:

• Use a brief and attention-grabbing subject line (salience): Keep your subject line to three to four words. Highlight the ease and convenience of taking action
• Put your request at the start of your email (call to action). In the first or second sentence, tell them what they need to do, how, and when
• Keep your communication brief and to the point (simplification). Use plain English. Keep your email to the equivalent of one short paragraph, broken up into small sentences. Group information into four points or fewer (chunking)
• Reduce the mental load (scarcity mindset). If you’re asking the recipient to support something new, such as endorsing a decision, filling in a survey, or signing-up to a new program, reduce the number of steps, and ask fewer questions
• Present the information in a way that makes the action appealing (framing). You might show the personal benefits of taking action (gain framing). Alternatively, be explicit about the consequences of inaction (loss framing). For example, entice your recipient by telling them how their cooperation will make a difference (internal motivations)
• Leverage social influence (messenger effect): Ensure the email is signed off by an influential person. Ideally, someone similar to the recipient, or an authority in their field. Alternatively, use peer comparison to show how their behaviour stacks up to others in their local area (relative ranking). For example, ‘9 out of 10 people in your region pay their taxes on time’
• Avoid overloading people with too much information (information overload). Only tell them what they need to know in order to perform the action you want. Avoid links and attachments to further information. This creates an expectation of more work. It will make your request seem more time-consuming and onerous, leading the recipient to delay action. If you must include an information sheet, keep it to one page, with few words, and plenty of white space. People can always request more information later, if they need it.

Creating behavioural change

People are overwhelmed by too many emails. People who are struggling will avoid complicated communications, and they will not prioritise any action that looks too hard.

To encourage individuals to take action, information needs to be easy to read. The personal benefits must be immediately clear.

Try these behavioural tips the next time you write an email, and see how you go!

Notes

This post was revised on 08 August 2025.