How do you keep your email marketing tone and voice consistent across different channels and platforms?

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Email marketing is a powerful way to connect with your audience, promote your products or services, and build trust and loyalty. But how do you make sure your email marketing tone and voice are consistent across different channels and platforms? Here are some tips to help you align your email communication with your brand identity and your audience expectations.

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1 Define your brand tone and voice

Before you begin writing any email, it is essential to have a clear understanding of your brand's tone and voice. These two components reflect your brand personality, values, and goals, and should be consistent with your website, social media, and other marketing materials. To define your brand tone and voice, you can utilize a straightforward framework such as this: Voice is the overall impression you want to create with your words; it is described by adjectives such as friendly, professional, witty, authoritative, etc. Tone is the variation of your voice depending on the context, purpose, and audience of your email; it can be adjusted by factors such as formality, emotion, urgency, etc. For instance, if your brand voice is friendly and professional, you can use a casual and warm tone for a welcome email, a formal and respectful tone for an apology email, or a confident and persuasive tone for a sales email.

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2 Know your audience

To keep your email marketing tone and voice consistent, you also need to know your audience well. You should understand their needs, preferences, pain points, and goals, and tailor your email communication accordingly. You can use tools like buyer personas, segmentation, and personalization to create more relevant and engaging emails for different segments of your audience. For example, if you are targeting young and tech-savvy customers, you can use a more informal and playful tone and voice, and include emojis, slang, or gifs. If you are targeting older and more conservative customers, you can use a more formal and polite tone and voice, and avoid jargon or humor.

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Michelle Morgan

Non-Profit Professional | 9 Years Relationship Building | 6 Years Marketing
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Knowing and understanding your audience is essential to maintaining the right tone and delivery. Your marketing email can be both personal and informative; inspiring and motivating. But without understanding who you're speaking to and what drives their interests, you'll miss the tone and purpose of your marketing messages.

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3 Choose the right channel and platform

Another factor that can affect your email marketing tone and voice is the channel and platform you use to send and receive your emails. You should consider the expectations, limitations, and opportunities of each channel and platform, and adapt your email communication accordingly. For example, if you are sending an email newsletter, you can use a more informative and educational tone and voice, and include images, videos, or links to your website or blog. If you are sending a transactional email, you can use a more concise and clear tone and voice, and focus on the essential information or actions. If you are sending an email campaign, you can use a more creative and emotional tone and voice, and include a strong call to action or an incentive.

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4 Test and optimize your email marketing tone and voice

Finally, to keep your email marketing tone and voice consistent, you need to test and optimize them regularly. You should monitor the performance of your email campaigns, and measure the impact of your tone and voice on your key metrics like open rate, click-through rate, conversion rate, etc. You can also use tools like A/B testing, surveys, or feedback forms to compare different versions of your email communication, and see which tone and voice resonate better with your audience. By testing and optimizing your email marketing tone and voice, you can improve your email deliverability, engagement, and retention.

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Julien Clement

Product Enablement at 6sense
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I'm a huge fan of testing. I think most things, especially copy should be treated as an experiment. A lot of times people get caught up in the idea that the subject is what makes people open the email. It certainly plays a part, but really the email needs to have content that people are interested in. This means that sometimes the clearest subject line is actually the best subject line.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you keep your email marketing tone and voice consistent across different channels and platforms?

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1 Define your brand tone and voice

2 Know your audience

3 Choose the right channel and platform

4 Test and optimize your email marketing tone and voice

5 Here’s what else to consider

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