emails with personality make all the difference
part one - using your email copy
How many emails do you receive in a day? How many of them look interesting enough for you to take the time to read them? It can be difficult to make your email look appealing and valuable enough for your recipients to read.
Putting some personality in your email will help you stand out from the crowd and encourage your recipients to engage with your email.
Here are our tips to get your subscribers reading your email, whilst remaining professional.
the first few lines make all the difference.
Consider carefully your tone and what your subscribers expect from you before you decide if you should be very formal or more friendly and chatty. Your first few lines need to engage your subscribers so they'll be more likely to continue reading the rest of your email. Having a tone whether formal or chatty, can engage subscribers better than being bland as people tend to respond better to a more human voice.
For example: 'Welcome to this month's newsletter with all the information you need on ...' would be better than 'Here is some information on...'
Once you have then engaged your subscribers, whatever your style is, make sure you maintain your tone throughout your email. This will help towards maintaining brand consistency, especially if there are several authors involved in creating content for your email.
have an opinion.
Don't be afraid to express your company's beliefs and ethics in your email campaigns. By having an opinion (so long as it's not too extreme!) you can show your company's personality. Share that opinion and communicate your beliefs in your copy. This can show that you aren't another bland faceless company and will help you stand out against all the other emails in your subscriber's inbox.
For example: 'Did you hear about 'this topic'? We thought this about it....' would be better than 'Here is some industry news'
try not to sound like a corporate giant.
If you sound like a corporate giant churning out the same email to everyone, then your recipients may feel like a number. Try creating your email as if you are crafting a specific email just for one customer. The difference in your tone and how you're communicating will make your recipients feel more valued.
Don't under-estimate the power of brand personality. When your brand connects with your subscribers they are more likely to open and click on your email. Sounding like a person has written the email, rather than a faceless company will enable your email to connect to your subscribers more.
For example: 'We spotted this article today that we thought might interest you' rather than 'Here's an interesting link'
You can be even more direct and send your emails from an individual instead of the company. If you have a certain account manager looking after a set of customers, send the email from that account manager. If you're using the newzapp system you can dictate the from email address and from name of your email.
in conclusion
There are many factors why your subscribers read or don't read your emails, but if you can make them look at the email as valuable, targeted and interesting they will look forward to receiving more from you.
One of the steps towards great email marketing campaigns is to get them reading.