Content is one of the most important aspects of an email’s infrastructure. It’s the personality of the email that either grasps the recipient or puts them off. A subscriber’s impression of content can sometimes be instantaneous, so it’s essential to get it spot on from the start.
E-content should be a dialogue, not a message. A conversational voice & tone is key.
Aweber quoted Maya Angelou, the famed American poet: “people don’t always remember what you say … but they always remember how you made them feel”. We should apply this to an email marketing context: what a brand says can be compelling, but how it’s said leaves the lasting impression (and that’s what really matters).
Brands need to be plain-speaking, casual and not take themselves too seriously. Branding needs to be baked into every sentence. Writing content that oozes personality will help customers relate more to your business, and even feel a part of it. This is an essential goal of email marketing; to keep the core (business) and the periphery (customers) as entwined as possible. Because really, what would a business be without its customers?
According to Aweber, voice and tone are two separate objectives of content; the former is the “mission”, i.e. the message of the email; the latter is the delivery of said mission. This tends to be descriptive and should – in terms of best practice – be conveyed in an emotive way. The key is to humanise the message and make it specifically relatable to a human being’s sub-conscious. Do not view them as subscribers or even customers.
What does this look like in practice?
A great example is Naked Wines’ emails. According to Kunle Campbell, “they [Naked Wines] … relentlessly infuse dynamism into their business” and “their copywriting … is crisply written, with an easily identifiable tone of voice to go along with it”. Equally, Innocent Smoothies excels in providing a distinct, fun and uniquely upbeat tone of voice in their email marketing.
It’s worth noting that any business can do this. An email from a financial corporation might find it harder to send a relatable and emotional message than say, a charity or a pet shop. However, as long as you ask yourself the following questions –
- What does the email mean?
- What do we want the individual to feel?
- What do we want the subscriber to do?
– you’ll be on track. Be creative and think outside the box. Download our white paper on how to write better marketing emails.
https://2xecommerce.com/nakedwines-marketing/ (Kunle Campbell)