Today I’ll be discussing how humanizing your business through email can help you gain loyal customers.
When beginning to write for a client, one of the first things I do is study the voice or tone of their website. Is it informal or formal? Is it in first person or third person? Does it sound like the site is talking directly to you or to a group of people? Is it humorous or informative? Does the language contain slang or vocabulary specific to the industry?
Creating a voice or personality of your company and your company’s emails is one of the first steps in humanizing it. Browsers will feel a lot more connected to what they’re buying and the company they’re giving their money to if they feel a bond. This also goes for all of the other outlets through which you reach customers. Whether you’re tweeting, blogging or sending out emails, it’s necessary to give them all a personality – just make sure it’s the same one because people will probably think twice about giving their credit card to someone with multiple personality disorder.
Emails are a great way to give customers a nice overall picture of what your business is about. Think about it as a second or third date. The first date is them visiting your site. Them signing up for your email list is like a phone call to confirm a second date – both of you are on the same page and want to get to know more about each other. It’s your job now to impress on the second date through email.
Since first dates (or at least many of mine) tend to be made less awkward and possibly less memorable with multiple glasses of pinot noir, the second and third dates are always the ones where I evaluate personality traits. For many women, in order for them to stay interested, they need to be made to feel special. Companies can do this several ways through email.
First of all, the format and appearance of the email is important. The design needs to look similar to that of your site’s, and it always helps to include small details like people’s faces in photos or a signature specific to your company. The content needs to have a similar voice between the site, email and social media. However, your email can take on more of a friendlier tone since an email is more personal than a website.
When writing the content of your email, talking with the person instead of at them will keep the reader engaged for a longer period of time. It creates a bond of trust between buyer and seller. On the other hand, you will want to maintain the appearance that you’re an expert on your industry in order to reassure the customer.
Get the customer involved by asking them questions related to your products are services. For example, an invitation store sending out an email about Halloween invites may ask, “What’s your favorite Halloween tradition?” or “What are some special recipes you make for Halloween parties?” Then you can link through Facebook or Twitter and hopefully involve them further. Announce discounts or special offers through Facebook or Twitter or encourage them to voice their opinions or recommendations through social media. This allows them to connect with the image of the personality they’re beginning to form in their head. Even if they don’t buy right off the bat, this creates a link of trust and a brand personality, so hopefully when they do see your next email in their Inbox, they’ll think twice before deleting it, or at least take you out on another date.