One of my colleagues showed me an email that she sent to a new prospect with the intent of scheduling an appointment. In fact, this prospect reached out to her originally and she was responding via email to get the meeting. The email sucked. It was curt, confusing and felt almost like a blow off. She only realized it after the fact when I told her.
There is a simple method she (and you) can use whenever you want to see if you are doing the right thing to wow your customers. Ask yourself if one of your current vendors did to you exactly what you are doing to your customer. Would you be happy? Impressed? Thrilled? If not, fix it until you can say yes. Then proceed.