Improving a JetBlue Email for Writing Style
/A JetBlue email announcing a program change uses a conversational writing style but could use more “you” focus. Students can analyze the message and might identify the following:
The main points are up front in both the subject line (above the blue bar) and first sentence.
Although technically correct, the comma after “Hi” and before “Amy” is not conventional. I gave this up after seeing hundreds of business emails without the comma.
The tone is reassuring and tells customers what they need to know.
Mostly, the tone is conversational with natural language, for example, “wanted to let you know about a couple upcoming changes.”
More use of “you” would make the email sound more natural, as in the example below.
Some language choices sound odd, for example, “To the extent any individual customers are impacted, JetBlue will reach out individually for any required re-accommodation or refund.” I thought airlines learned the “re-accommodation” jargon lesson after United dragged a man out of his seat and off the plane in 2017. How about, “You’ll hear from us separately with options for changing flights.”
The president and COO signed the letter—always a good example of accountability.
The president appropriately blames federal action for the change, without being too snarky or getting into the details, which would not be relevant to customers: “We've had so much great member feedback on this partnership and are bluer than usual to see it end, after a federal court ruled that the Northeast Alliance could not continue.”
Overall, this bad-news message sounds neutral and might be the best approach for the situation.