Is Your Email Content Tone Deaf?
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.
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.”