How to Nail the Tone and Voice in Your Email Marketing Campaign


When emailing customers, it’s essential to nail the tone and voice. Studies have found that on average, for every $1 you spend on email marketing, you can expect a return of $42 so you want to sound like a human, not a robot. Finding the right tone and voice for your business can be tough, but don’t worry – we’re here to help! In this blog post, we’ll discuss what tone and voice are, and how you can find the right one for your email marketing campaigns.

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First, let’s define tone and voice. The style is the attitude or feeling that you convey in your email copy. It can be formal, casual, friendly, humorous, etc. Voice is the style of writing that expresses your tone, for example, a more conversational style for email marketing.

Types of tone

  • Formal: Any formal email marketing should be professional, polite, and respectful. You want to avoid slang or anything that could be interpreted as offensive. For example, if you’re emailing a large corporation, use professional language and avoid jokes or any colloquialisms.
  • Casual: Use this tone when you are trying to transmit more relaxed than formal emailing. You can be friendly and informal when emailing customers, but still, be professional. Use clear and simple language, and don’t be afraid to sprinkle in some humor where appropriate. For example, if you’re emailing a small business, you can be more conversational and humorous.
  • Friendly:  You should make your customers feel welcome. Use warm language and positive words to come across as friendly. You want your customers to know that you care about them and their experience with your brand.
  • Humorous: Humour can be an effective email marketing tool if used correctly. Your tone in emailing customers should never veer into offensive or inappropriate territory. Keep the jokes lighthearted and appropriate for the situation.
  • Casual: If you’re emailing customers who have an informal relationship with your brand, then you can use a more casual tone. Use language that’s comfortable and conversational – this will help make a connection with your customers.

Type of voices

  • Conversational: A conversational email voice is like having a conversation with someone. Use simple, clear language and avoid overly technical words or jargon. The goal is to make the email feel more like a chat than a formal email. Some examples could be using personal stories, using contractions, and including questions.
  • Authoritative: An authoritative email voice is professional and confident. Your email should be clear and concise, but still, have a sense of authority behind it. Avoid slang or overly conversational language – stick to facts and figures that support your message.
  • Informative: An informative email voice is similar to an authoritative email voice, but with a focus on providing information. Your email should be clear and easy to understand, with plenty of facts and figures to back up your message.

Ultimately, the tone and voice you choose for email marketing will depend on your target audience. Get to know your customers and figure out what type of email voice would be most effective for them. Once you’ve found the right tone and voice, you can start nailing email marketing for your business!

Interested to find out more? Browse the rest of our blog for other marketing tips. If you’re ready to create your first email, survey, sign-up form, or landing page then register for a free trial to get the tools you need to build powerful marketing campaigns!

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