Is Your Email Content Tone Deaf?

Posted by Casey Swanton on

There is a seemingly infinite combination of levers to pull when it comes to email optimization. From inbox placement and call-to-action buttons, to subject line tests and enhanced segmentation, there is no shortage of opportunities. In this post, I want to focus on one undervalued area that many marketers gloss over: tone and communication style.

How you communicate with your subscribers can have a major impact on their brand perception and affinity. If the experience is disjointed or your communication strategy doesn’t align with the expectations you’ve set, your emails may be met with skepticism or disapproval. If your tone and communication style fails to leverage the voice and appeal of the brand, your emails have to work much harder to achieve the same result. If messaging misses the mark and is off-putting for subscribers, they may be more likely to unsubscribe or even mark messages as spam.

The rest of this post can be viewed on Target Marketing.

 


Popular this Month

 Video in Email: Is It Right For Your Business? (Part 1)

Video in Email: Is It Right For Your Business? (Part 1)

Video in email is nothing new. Marketers have been using some form of video...

Read More

 [New Research] Are These Hidden Metrics Harming Your Deliverability?

[New Research] Are These Hidden Metrics Harming Your Deliverability?

Reaching the inbox is not as simple as hitting send. Once a message is...

Read More

 What Job Is Your Subscriber Hiring Your Email To Do?

What Job Is Your Subscriber Hiring Your Email To Do?

Over the last 16 years, I’ve worked as a product manager, run product...

Read More

Author Image

About Casey Swanton

Casey has a healthy fixation with helping marketers realize the potential of their email programs by addressing human needs, building better relationships, and ultimately driving improved results for the business. Her nine years of experience and obsession with evolving the email space helped land her a spot on ExpertSender’s list of “25 Email Geeks to Help You Get Your Geek On.”

Author Archive

Stay up to date

Enter your name and email address below to subscribe to our mailing list.

Your browser is out of date.
For a better Return Path experience, click a link below to get the latest version.