Communication style varies mostly on who you’re writing for. Based on this, there are different styles you can use. No matter who will read your email, use simple language, short sentences, and words that your ideal customers use.
Regardless of what style you choose for your email copy, stick with your chosen style. Mixing different styles can confuse the reader. Ensure that your email marketing copy aligns with your website copy and your brand strategy.
There are a lot of sub-styles that you can use, but we will focus on two main directions of communication that are most commonly used.
This style is often used for younger audiences / younger brands. Here you can use jargon which will help you connect with customers, as they use those same exact words. Since this style can be a bit controversial sometimes, make sure you don’t go too far and accidentally offend someone.
Even though your style is relaxed, analyze your customers so you’ll know which words they use, how they express emotion, and how they decide to make a purchase. Enhance your humor with visuals. We recommend the use of memes or GIFs.
Avoid overly complex jokes that may not be widely understood. Also, ensure that your humor doesn’t overshadow the key message and that you don’t forget what you actually want to tell with a particular email. Use humor in suitable contexts and avoid it in sensitive situations, such as customer service issues.
Be authentic. Avoid using random jokes just to include them and monitor how your customers will react to specific copy elements.
Not every email has to be funny. Neither it is appropriate for all brands. But if you decide to write in a formal style, make sure it’s still interesting. Just because your style is serious, it doesn’t have to be boring. It still has to be engaging enough that people will read it.