Tone in email marketing refers to your brands attitude, conveyed through the language used in your campaigns. This can include word choices and sentence structures.<\/p>\n\n\n\n
Tone can have a big influence on how your recipients engage with your emails and so it\u2019s something that\u2019s important to establish when creating your campaign content.<\/p>\n\n\n\n
In this blog, we\u2019re going to explore different email tones, when to use each and how it differs to your emails voice.<\/p>\n\n\n\n
Although closely related (and often used interchangeably), email tone and voice are different.<\/p>\n\n\n\n
Voice is the overall personality of your brand and tends to stay consistent, like how a person\u2019s voice is always the same.<\/p>\n\n\n\n
Tone on the other hand is not consistent and can change depending on the nature of your email \u2013 this is the specific feeling\/attitude conveyed in your email. For example, if addressing a serious event or issue, your email tone would be more empathetic and professional. However, if addressing a purchase or product review, your tone may lean towards being more informal and light-hearted. <\/p>\n\n\n\n
A quick way to remember the difference? Voice is constant and tone is the variation. <\/p>\n\n\n\n
Simply put, email tone helps you connect to your recipients.<\/p>\n\n\n\n
Every greeting, word choice and sentence structure defines how recipients view and feel towards your business. The tone of your emails directly influences whether a recipient will engage with your content and so it\u2019s important to get it right, based on the context of the email content.<\/p>\n\n\n\n
To put this into practice, let\u2019s take a look at some email greeting examples. One company begins their email with \u201cDear Customer\u201d while another begins with \u201cHey [First Name]\u201d. From these openings alone, you can feel a difference in tone. Does one feeling more inviting than the other? Does one make you understand the context of the email content more than the other?<\/p>\n\n\n\n
The first company has adopted a formal and professional tone which may make them appear more serious. Company two on the other hand have a much more friendly approach. Both approaches have their merits but you can quickly see how a recipient\u2019s perception of your brand can be made.<\/p>\n\n\n\n
To give you some real-life examples, we use the following tones for the different types of emails we send out, adjusting to suit the audience:<\/p>\n\n\n\n