The Art Of Authenticity

Seal

‘Brand personality’ sign, sealed, delivered….sometimes.

Many businesses send out emails that are very rigid and careful, but does that tone fit with today’s web user?

Although professionalism is important, marketers need to realise that email is a uniquely more personal communications channel than a newspaper advert or sales brochure.

Instant messaging, text messaging, Facebook chat and Twitter have made the way we communicate online far more conversational than it once was and marketers need to make sure they’re taking note of this.

Mashable recently wrote, in an article about online marketing (specifically social media, but I feel that this sentiment still rings true with regards to email) that as marketers, ‘we need to embrace the fundamental nature of user behaviour; namely, that people act, engage, and respond not solely as professionals, but as nuanced human beings’.

So, What Can I Do To Come Across More Human In Email?

  • Don’t be afraid to use jargon and clichés and contractions within your copy.
  • Inject a little sense of humour into your content. After all, what’s more human than laughter?
  • Personalise your email campaigns according to what you know about your recipients. For example, their name, location, how you have their details, how they might have engaged with you previously.
  • Let your recipients get to know your employees by having them write introductions, sign offs and/or including pictures of team members.
  • Encourage conversations via your social media channels and/or blog for recipients that want to know a little more than your email might divulge.
  • If you make a mistake (a typo, hitting send too early etc.) then own up to it and apologize. Now while we’re not encouraging sloppy sends in an effort to humanize your brand, if it does happen, it’s really not the end of the world.
  • Before you hit send ask yourself whether you’d talk to someone in real life like that. If not, go back and work out how you might communicate what you’re trying to say to a friend. If you communicate like a human being, your brand will feel more relatable to by your recipients.

Remember that just because you’re being human, doesn’t mean you can’t also come across professionally. You have to have a balance of the two! Let us know what you think in the comments box below!

 

 

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