It shouldn’t be a difficult decision to make when choosing which tone to use when writing the copy for the bulk mail you send out to your customers—ideally. Unfortunately, many still make the mistake of using the incorrect tone and language. Some use a very formal tone, as if writing a memo, when customers prefer a friendly and casual approach. Other times, businesses make the mistake of coming of as too casual, when the email requires are more serious tone. How do you know which one to choose?
What are you selling?
What you’re selling determines how you should come off on your email. If you’re selling a product or service that requires technical expertise, then you have to sound knowledgeable to earn the trust of your customers. You need marketing messages that help build your reputation.
For example, if you run a medical firm or a law office, do you think your customers would want to receive a casually written email? Would that tone add value to your brand?
Luxury brands, too, will do well using a formal tone on their marketing messages.
However, if you’re selling consumer goods, such as food and clothes, or goods and services that are on the budget side, a friendlier and more relaxed tone would most likely engage your customers better.
What is the message about?
The tone is also determined by the kind of message you want to convey. Does your email aim to explain the technical specifications of a product or service? Does your message touch upon legal documentation? If so, then a formal tone would be more appropriate.
On the other hand, if you’re letting them know about a special deal, a new loyalty program or perhaps inviting them to an event, engage them with a casual, friendly tone.
What is your brand image?
More times, however, the tone and language used on your email campaigns depends largely on your brand image and corporate culture. Not quite sure what that tone is? Consider how you speak with your customers face-to-face? What kind of tone and language do you use?
To summarize, the tone ultimately depends on three things: what you are selling, what your message is about and who you are as an organization. Ultimately, however, the tone of your email marketing message depends on what will engage your subscribers.