What Is Your Brand Voice Saying In Your Emails?
Over 100 billion emails are sent and received every single day. For many businesses, the inbox is the most consistent touch-point between them and their customers. But not all marketers treat this relationship with the sincerity and intention that it deserves.
Research has proven time and time again that email is one of the most effective (and lucrative) marketing channels out there, making it easy to understand why so many companies rely on their email programs. However, in an age where consumers are constantly looking to digitally declutter, brands need to be even more vigilant about what and how they are communicating to their audience.
Let’s take a look at Chubbies, the irreverent yet clever maker of “radical shorts for your weekend.” The San Francisco startup has mastered the art of humor in commerce without sacrificing functionality or a strong funnel to purchase. Each email brings the customer back into the brand’s world (letters from Nana Chub, from name and subject lines replaced with knock knock jokes, even handwritten notes).
While humor and high jinks work for Chubbies, many brands focus solely on what’s most important to them — the product. After all, 72% of consumers prefer to be marketed to via email.
I recently received an email from Apple promoting the iPad Pro and Apple Pencil. Much like the majority of it’s advertising, Apple sells it’s products through beautiful design and their signature blend of aspirational copy.
Recipients are immediately drawn into the product and don’t have to fight through cluttered promotional speak or a catalog of images to get to the point of the email. The headline is intriguing and is paired with a soft call-to-action and engaging product shot. For those interested, more direct “Buy” calls-to-action are included below the iPad image.
Whether your primary objective is to delight and entice or to simply get customers to click-through to a landing page, brands must remember that email is part of the entire customer experience. Tone of voice, creative direction, and functionality should all work together to remind subscribers why they signed up for your email and most importantly, why they should continue to purchase your products.