Is “I hope you're well” quietly killing your client relationships?

Whenever I receive an email that starts like this, a part of me dies. It's such a missed opportunity.

The phrase itself – I hope you’re well – isn’t a problem, but behind this inoffensive, customer-service (and maybe AI-generated) style of opening, what's it really signalling to me? Something like:

• You don’t know anything personal about me to start your email with

• You can’t remember what we last spoke about, what I was planning to do afterwards, or my priorities

• Tailoring this message isn’t worth your effort

• You don’t realise this makes you seem disinterested.

Generic comms, especially email openers, feel impersonal and effortless because they are. If getting straight to the point feels rude, this is an opportunity to build a connection while still addressing any discomfort with directness.

Some basic examples:

• How was your weekend?

• I hope the review with your manager went well last week.

• Looking forward to our call tomorrow.

• I remember it was your daughter’s birthday party yesterday – with a bit of luck, the rain held off!

In the work I do with agency teams to help them build stronger client relationships, it’s often the smallest things that are missing. Noticing and changing them can start a process that has an outsized impact over time.

With fewer chances to build personal connections, seize any opportunity to stand out, share something of interest, and deepen relationships. Choose genuine over generic every time. Tailoring your opening line is an easy way to do this.

Have you found winning opening lines for different situations? Or are you firmly committed to hoping your recipients are well and truly… well?