Email Approvals

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When sending an asset for review, a common phrase people use is “please let us know your thoughts.” While this seems neutral and welcoming on the surface, it is a problematic sign-off. Oftentimes, used lazily and in haste. How?


  1. You’re giving our client permission to do something they were going to do anyway. Of course, our client is going to let us know their thoughts. They don’t need the clearance or a reminder from us to do so.
  2. Inviting them to share their thoughts is encouraging feedback that may not be required. You’re instructing your client to provide something: The Ego has been asked to showcase its prowess and intelligence! You can bet your butts that the Ego will oblige.
  3. Do we want to hear their thoughts or do we want to understand how they feel? If you don’t know the difference, you may be asking for the wrong data point. Sometimes it makes sense to ask for thoughts when we don’t want feelings to cloud judgment. Other times, we want feelings because we’re aiming to evoke a certain response.


What can you say instead?
Any combination of the below is a good place to start. The goal is to invite collaboration and communication without giving a directive to your client:

  • Let us know if you have any questions as you dive in!
  • Let us know if there is anything else we can support with as we << insert relevant phrase here >> .
  • Looking forward to hearing your thoughts!
  • Let us know what’s on your mind and in your heart!
The Author

Sarah Eskandarpour
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