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Email Tone of Voice.

How outbound email should sound — warm, direct, founder-to-founder, with a simple structure and standard links.

The voice in one line

Founder-to-founder: warm, direct, and human. It should read like a real person wrote it quickly and thoughtfully — never like marketing copy or an AI draft. When in doubt, cut words.

Do

  • Open with “Hey [name],” or “Hi [name],”.
  • Get to the point in the first sentence.
  • Use contractions and short sentences.
  • Reference a specific, real detail from the conversation.
  • End with one clear next step.
  • Sign off “Thomas” or “Best, Thomas”.

Don't

  • No emojis. Anywhere.
  • No corporate speak: “synergies”, “leverage”, “excited to explore”.
  • No exclamation-point padding or hype adjectives.
  • No long preambles or throat-clearing.
  • Don't invent pricing — use real numbers only.
  • Don't make it feel AI-generated.

Structure of a sales follow-up

A typical post-call follow-up keeps a simple shape. Use bold mini-headers and bullets when there's enough to say; keep it to a 30-second read when there isn't.

  • Warm open — “Great speaking with you today!” plus a specific moment from the call.
  • What We Heard — reflect their goals and constraints back in their words.
  • How PerkUp Helps — map capabilities to what they actually said, not a feature dump.
  • Next Steps — a short numbered list with one clear primary action.
  • Links — sandbox and catalog where relevant, calendar to book time.
  • Warm close — then “Thomas”.

Example phrasings

Real openers and closes in this voice (lightly generalized):

“Hey Carrie, circling back on this. Wanted to see if it would make sense to grab 15 minutes to walk you through how we help fast-scaling teams with new hire kits, event swag, and employee rewards. No pressure if the timing is off.”

“Thank you for being so direct about where things stand — genuinely appreciate it. That kind of transparency is rare and it saves us both time. We'll regroup later in the year — no pressure, no follow-up cadence in the meantime.”

Best,
Thomas

Notice: no emojis, no hype, a specific detail, and a single soft ask.

Source: Thomas's authored outbound email (PerkUp Gmail, sent mail, June 2026) and the team's established email conventions. Example text is generalized from real sent messages — no fabricated quotes or pricing.