Why Do You Need Conversational Emails in Your Email Toolbox
As a marketer or an online retailer, each of us would like to think that we’re communicating with our customers but are we really? Now it is possible with conversational emails!
While many of us pay lip service to it, few of us actually create a dialogue with prospects by using engaging, personalised content.
Does it mean that we need to engage our prospects with meaningful communication via emails?
Well, the answer is absolutely yes!
Why do you need it?
Nowadays email has become such a popular channel that reaching the inbox is harder than ever before. Users simply ignore many of the emails that try to sell something rather than to “talk” and add value. If you want to generate outstanding returns on your investment in email you need to add what we call conversation marketing as part of your strategy.
Try to use conversational content that allows your readers to feel like you’re talking to them, not at them. This will keep your subscribers interested in what you’re saying.
So, let’s just talk about the ways to help you build engagement with your subscribers and boost your revenue!
Provide engaging content
Research is always an important step towards creating valuable content. Understand the topic or product and how it may benefit your recipients before you start writing about it. Moreover, this would help to establish yourself as a thought leader for your readers. Keep in mind that your main aim is to define your customers’ problems and help to solve them like in the example below.
Sound like in a day-to-day personal email.
To understand this, simply read your own personal emails. All of us actually write conversationally without even thinking about it. By contrast, it’s really hard to sound natural in work emails, especially if you are an online retailer and want to promote your goods. For instance, reading your emails to friends and family will help you to draft your first conversational business email.
Write emails like you are sitting in front of the person or your target group and explaining your topic to your subscribers. We recommend using short and easy to read sentences and paragraphs. Even if you want to sound professional, remember to leave some breathing room as you do while communicating.
Focus on your specific subscriber
Potential customers are not interested in you and your company. They need to know how your product or service may benefit them. So focus on your typical subscriber and try to understand his or her needs. In order to sound customer-centric we recommend imagining your customer. Think of as many details as you can and then start to talk with him/her in your email.
At the same time, your email should be relevant to a wide group of people. Think about your target audience and analyze their common likes and dislikes, age group, income (even a favorite dish or a book if you can). All of that would help you to portrait a person, who is representing the whole target group.
Don’t forget to use “you” instead of “I”, “we” or “me”. Make your email sound about your recipient but not about your company.
Pose questions and give immediate answers
It’s always great to ask questions in order to engage your audience. Posing relevant questions makes your content valuable. When you include a challenge or a problem in a question it makes it clear for the reader that you offer some real, ready-to-use solutions. Questioning is one of the most useful ways to sound personal and conversational.
Next, by posing the right questions you make your readers slow down for a while as they start to think about the topic of your email. Your recipients will feel more engaged and pay more attention to what you are talking about.
Another reason for posing questions in your email is to set you up to provide the right answer. Follow up your questions right away with answers guide your audience towards your call-to-action! Here is a great example below.
Offer valuable gifts
Do you know anyone who doesn’t like receiving gifts? Me neither. Think about your subscribers in the same way. Offer them some downloadable content such as white papers, case studies or e-books. This is extremely important especially in your nurturing and welcome emails. Coupon cards and discounts are also great way to offer some personal reward for your clients. As a result, your recipients will anticipating and opening your emails, looking forward to that next treat. Check out this email that provides a great example of this concept.
Don’t write like an expert but sound professional
There’re both pros and cons in sounding like a real expert. On the one hand, you know a lot about certain topic and can share some valuable insights. On the other hand, sometimes it may sound too complicated for a reader. Even if you think that your target audience is highly educated on the topic you are talking about, still try to keep the language clear and simple.
Always keep in mind the golden rule: “Think about your audience!”
When you write conversationally – you are not writing a thesis paper or dissertation. Explain it in common language the best you can.
However, there is always a line you can cross with conversational writing. Don’t sound too informal, because some acronyms or industry jargon can sound confusing for an average reader. Conversational writing is still professional writing. The point is to write persuasively and clearly.
Finally, check that you sound conversational
One of the easiest ways to get yourself to write in a conversational tone is to stop thinking about each word and just write! When you’re speaking with someone, you aren’t analyzing what are you going to say next. Perfectionism is one of the worst enemies of conversational writing. However, it`s always useful to make sure that you really sound natural in your email.
Besides just looking at your email copy for sentence and paragraph length, try reading it aloud, or even record it. Compare it with some conversations with your friends. Is it similar? If not, speak the actual piece of content before you write it, you may even tell a kind of the story in your head (no, you are not crazy). Then create a piece of text.
It’s also smart to read other people who use a conversational tone. Understanding their style will help you to discover your own style.
If you want to engage your audience with the conversational email and boost conversions, try using these suggestions:
- Understand the topic or product: know the subject you are writing about.
- Sound natural: use short and easy to read sentences and paragraphs.
- Focus on your typical subscriber and try to understand his or her needs.
- Make your email sound about your recipient but not about your company.
- Ask questions to offer some real ready-to-use solutions.
- Offer gifts to your subscribers (downloadable content, discounts, etc).
- Write persuasively and clearly: explain the content in common language.
- Stop thinking about each word and just write!
- Read your email aloud (or record it), does it sound like you?
Hope, all these tips will help you find your own conversational voice and create the most effective conversational emails ever!