From NextAdvisor

Email marketing is a great tool for business owners, as it allows your customers to get to know your business as well as stay informed of potential sales or promotions. While appearance plays a big role when it comes to creating your email marketing campaign, there are a number of other things to consider as well, such as creating engaging content and deciding on the right frequency to send your newsletters. One thing that is often overlooked is the voice or tone of your email campaign. How you sound to your audience is vital and there are several factors to consider when creating the right tone for your newsletter. Here are a few general guidelines to follow.

1. Be consistent

Brand recognition is key when it comes to customer loyalty. Before you start sending email newsletters, you need to create a voice that fits the culture of your brand or business. It should represent you in a unique manner, yet be one that is recognizable to your subscribers. If you have multiple people creating your email newsletter, it’s important that you are all on the same page so that there aren’t any inconsistencies in the voice behind your business. Creating one style guide for everyone to follow is one of the best ways to keep everything consistent, as each person can easily reference it.

2. Don’t be too formal

You aren’t writing a formal essay or proposal for your email campaigns, so you shouldn’t use a tone that’s too formal. Instead, try to find the perfect balance of being professional while still remaining casual. Your subscribers want a human touch to their emails, so keep it conversational and easy to read.

3. Get input from others

A general rule of thumb when editing your email newsletter is to check, double check and triple check for any common errors, such as typos and spelling errors. It’s a good idea to send your campaign to your own email first to verify these types of things, as well as have a few colleagues look over your newsletter and even read it out loud. This will help you ensure that you are using a conversational tone and that it flows well.

4. Make adjustments

Be sure to adjust your tone based on the type of content you’re sending. For example, if it’s about a current sale you have going on, you’ll want to get straight to the point — only include the most pertinent details and make sure you don’t live any details out. On the other hand, if it’s related to a creative article or a holiday, you can show a little more character and get imaginative. Think about your specific content type as well as who you are talking to in that particular scenario.

5. Think about the big picture

Coming up with a good subject line is essential, but that doesn’t mean that you shouldn’t take just as much time with the rest of your campaign. The headlines and images you include also help to set the tone of your email. And since the preheader, or the text that shows up next to a subject line on an unread email, is the first thing your subscribers see once they actually open the email, you’ll want to make sure it’s a good teaser that keeps people interested in the rest of what your newsletter contains.

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