If you think there may be an issue, there are several steps you can take to help calibrate the tone and create a stronger, more positive brand perception.
Know your audience and ensure that your content speaks their language, addresses their concerns and highlights the benefits that are most appealing to them. Consider reaching out to others in the marketing department to see if research has been completed on demographics, buyer/user personas and target markets.
Embody the spirit of the brand and leverage the voice and tone that has been cultivated for your target audience. This comes with the caveat that the existing voice and brand persona has been well-crafted and has proven effective. If this work has not been done and the brand is still inventing itself, the development of standards and guidelines should be on the roadmap.
Keep it real. Consumers across all verticals are more savvy and connected than ever before. Ensure that your tone and communication style helps set sufficient expectations with your audience in regards to your products, services and transactional processes. If “quick,” “easy” and “simple” are staples in your brand’s lexicon, be sure that your customers and clients would describe your brand using those terms as well.
Don't exist in a vacuum. Ensure that the tone for your email program is cohesive with that of the website and social platforms. Consider auditing the voice across channels to ensure that the transition is seamless for your audience.
Diversify content without deviating too drastically. Repetition and reinforcement can improve information retention, but it can also cause your audience to tune out. Keep content interesting by varying the message and approach but avoid extreme departures from the established voice and personality of the brand.
Strategically ratchet up language and tone to compel the audience to take action. If your messaging strategy comes on too strong at the onset, you may be putting subscribers off. Consider using your email content to establish value and subscriber trust before turning up the heat with urgency and language designed to challenge your audience.
As a Senior Email Strategist with Return Path, Casey specializes in driving increased engagement and boosting deliverability. 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.”