B2C email copy is not just a way to communicate with your customers, but also a reflection of your brand personality, values, and tone. How do you write email copy that resonates with your audience, builds trust, and drives action? Here are some tips to help you craft effective and engaging B2C email copy that reflects your brand voice and tone.
Before you write anything, you need to know who you are writing for. What are their needs, preferences, pain points, and goals? How do they talk, what do they care about, and what motivates them? You can use customer personas, surveys, feedback, and analytics to understand your audience better. Then, you can tailor your email copy to address their specific problems, offer solutions, and appeal to their emotions.
El entendimiento del público objetivo es fundamental para generar el contenido con el cual se va a conectar por el canal de e-mail, lo que la marca siempre debe cuidar es la frecuencia para no ser invasiva, la clave es la creatividad que conecte con las necesidades de la audiencia.
In my experience, I have seen that its not about our BRAND voice and tone, its a about what voice and tone my audience likes. ? What is it that attracts my audience and engages them? ? What clutter has already made my audience sick of receiving of Emails? ? How am I analyzing that clutter and what strategies can break that clutter? ? What is competition doing to reach out to the audience? ? What is it that would be directly relatable to my audience? These are some ??important questions to be kept in mind before writing anything.
Your brand voice and tone are the expressions of your brand personality and values. They help you stand out from the crowd, connect with your audience, and convey your message consistently. Your brand voice is the overall style and attitude of your communication, while your tone is the variation of your voice depending on the context, purpose, and mood of your email. You can use a brand voice and tone guide to document and align your email copy with your brand identity. Some examples of brand voice and tone attributes are friendly, professional, humorous, authoritative, casual, or formal.
Descubrir (más que elegir) la voz de marca y decidir qué tonos se van a usar para cada comunicación depende mucho de cuál sea la personalidad de marca, sus rasgos, sus valores, sus mensajes principales y su propuesta de valor y cómo estos se relacionan con sus clientes potenciales. Se trata de un proceso complejo de reflexión y conocimiento interno que hay que abordar desde dentro de la marca, desde su propósito, hacia afuera. Solo después de eso se pueden decidir cuáles son los tonos que se van a utilizar, según las circunstancias y las personas con las nos vayamos a comunicar. No se usa el mismo tono para escribir a un proveedor, para dar la bienvenida a un candidato o para responder a un cliente descontento.
One of the biggest challenges of writing B2C email copy is to capture and keep your reader's attention. You only have a few seconds to make a good impression and persuade them to open, read, and act on your email. Therefore, you need to write with clarity and simplicity. Avoid jargon, fluff, and long sentences. Use clear and concise language, active voice, and simple words. Break up your text into short paragraphs, bullet points, and subheadings. Use white space, images, and colors to enhance readability and visual appeal.
Antes de empezar a escribir, resume cuál es la idea principal que quieres que se lleve el lector. Define cuál es el mensaje principal que vas a transmitir. Una vez que tengas esto, empieza a escribir, sin freno. Una vez que hayas terminado y antes de enviar, haz varias revisiones: - Una de ellas para eliminar todo lo que no aporte claridad al mensaje principal. Aquí puedes empezar a reordenar ideas, acortar frases… - Otra para estructurar el texto: dividirlo en párrafos cortos, utilizar vi?etas, espaciados… - Una más para revisar la ortografía y la gramática. - Por último, léelo en voz alta y comprueba si es fácil de entender y si sigue transmitiendo el mensaje que habías decidido al principio.
B2C email copy is not just about informing or educating your audience, but also about influencing their behavior and emotions. You want to make them feel something, whether it's curiosity, excitement, urgency, fear, or joy. You can use emotional triggers and benefits to appeal to your audience's psychological needs and desires. For example, you can use storytelling, humor, social proof, scarcity, or personalization to create curiosity, excitement, urgency, fear, or joy. You can also highlight the benefits of your offer, product, or service, rather than the features. Show your audience how you can solve their problem, improve their situation, or fulfill their aspiration.
Connect emotionally by highlighting benefits that resonate with your audience's core desires or pains. Example: Instead of "Our gym equipment is top quality," say "Imagine being your healthiest self, effortlessly."
The ultimate goal of your B2C email copy is to get your audience to take action. Whether you want them to buy something, sign up for something, download something, or share something, you need to include a clear and compelling call to action (CTA). Your CTA is the most important part of your email copy, as it tells your audience what to do next and why they should do it. Your CTA should be visible, concise, and action-oriented. Use verbs that convey urgency, value, or emotion, such as buy now, join today, claim your offer, or discover more. You can also use buttons, colors, or icons to make your CTA stand out and attract clicks.
It’s always good to A/B test CTAs - they don’t just have to be “shop now”. Especially if you want to showcase your brand’s unique TOV. Be brave enough to mix it up. It might not work but that’s what testing is for.
Los CTA son perfectos para hacer un gui?o a la voz de la marca. Usa verbos de acción, que animan al lector a dar el siguiente paso, háblale directamente a él o incluso pon la acción en sus propias palabras. Puedes incluir términos que forman parte del universo verbal de la marca. También puedes aprovechar aquí el poder de las power words. Por ejemplo, en vez de “Suscribirse”, puedes usar “Quiero descargar el ebook gratis” o “Pon tu negocio en órbita desde hoy mismo”
The final tip to write B2C email copy that reflects your brand voice and tone is to test and optimize your email copy. You can use tools like A/B testing, analytics, and feedback to measure the performance of your email copy and identify areas of improvement. You can test different elements of your email copy, such as the subject line, the headline, the body text, the CTA, the images, or the layout. You can also compare different versions of your email copy to see which one generates more opens, clicks, conversions, or engagement. By testing and optimizing your email copy, you can ensure that it aligns with your brand voice and tone and resonates with your audience.
Remember, your marketplace competitors are not your email competitors. Your emails will be appearing next to dog food, electricity bills and the 9,000th Wayfair email of the day. Get it out of your mind that your emails are important and will stand out above all else by default. The email inbox is a scrappy and whacky arena, so you may need to get your hands dirty by trying out new and different things.
I guess the question is, 'What's the limit in the game of catching attention?' If you solve that, then you know what you gotta do.