This subject came out during a meeting with one of my clients; he mentioned that their e-mail marketing campaigns were not attracting customers. He said that they are usually getting just a few clicks-throughs and almost no conversion.
Lower click-through can happen for many reasons; e.g. bad reputation sender, bad quality purchased list, time the e-mail was sent, database segmentation, or simply the subject is not interesting to the recipients. This particular case was about the tone of voice.
People might not remember what you say or write, but they will for sure remember how they feel.
There are many things to be considered when sending out e-mail marketing campaigns. I agree that the quantity and quality of the content are crucial but for obvious reasons, worth nothing sending many e-mails with unexciting content. Good material is not that difficult to acquire with your technical team. The challenge is how to write this content. We call it “tone of voice”.
The tone of voice
Many variables affect the deliverability of an e-mail marketing campaign, but when it comes to click-through and conversion rates, good content with the right tone of voice are the ones that play the most critical roles in your communications strategy.
Think about who are you writing to and what would they want to read.
If you are writing about a new product to young people, it is okay to use slang or a more relaxed style of language and even use emojis and jokes, whereas while writing to the Chief of Finance of a large corporation, better use a more formal style of language and use statistics instead.
Another thing to consider is how your brand is seen. If your brand is more informal, then your communication tends to be more relaxed and funny across all channels.
Finally: Make a point of view. Customers hate to read e-mails with nice images and positive words, where nothing meaningful is said (no point of view or purpose). Make it clear as to what you agree with and what you disagree with.
With these tips in mind, you will see a positive impact on your click-through rates.
Thanks for reading this and check us out again next week for more tips on different marketing topics.