While customer communication is a serious matter (we don’t want to say the wrong thing to our customers and create a negative image about us), how we communicate with our customers shouldn’t take such a stiff approach. We want to convey the image that we are very capable of addressing their needs, but at the same time, we want to come off as approachable. We are, after all, in the business of catering to them.
Marketing emails aren’t formal documents.
Don’t compose a marketing email the way you would a business correspondence. It is not a formal or legal document that requires such a formal tone and language.
The point is to communicate, to relay a message that your customers would otherwise not receive in their normal dealings with you. The more important point is to come across as someone welcoming and accessible—somebody your customers can approach if they need to know something or provide feedback.
Marketing emails aren’t sales proposals.
The last thing you want is to appear intrusive and pushy. The last thing they want is to receive communication pushing them to buy something. There are different venues for that, and email newsletters aren’t one of them.
While the point of email marketing is to get people to buy, you shouldn’t be blatant about it. There are many subtle ways of doing so. Some of the best marketing copy involve providing tips on how to solve customer’s concerns and problems. If, for example, you’re in the business of home cleaning products, why not include cleaning tips on your email newsletters? Subtly mention your product into the copy. Or maybe you run a travel agency. Sending out travel tips could be a great way to get people
Write your copy the way you would speak to your customers.
People are often on a quandary on how to craft the email. What tone should you use? What language?
Well, the answer is pretty simple. How do you talk with your customers? If you want to engage them through your email marketing, then you ought to communicate with them in the tone and language that you would use if you were speaking to them face-to-face.
Manage your campaign.
Perhaps the pressure of handling an email marketing campaign comes from the feeling of being overwhelmed with the amount of tasks and data you need to work with just to get it going. It shouldn’t be so hard, especially since there are bulk marketing services and software that will help you automate and manage your campaign.