The evolution of email communication: crafting the art of engaging and secure correspondence
Evolution and transformation of digital communication, not only stylistic update but also informative, inclusive and reassuring strategy.
In the ever-evolving landscape of digital communication, emails stand as the pillars of connection, persuasion, and information dissemination in our professional lives. Over time, these electronic missives have undergone a metamorphosis, transitioning from formal and rigid correspondence to personalized and engaging conversations.
From the era of structured greetings and strictly formal language, emails have taken on a more conversational tone, resembling a friendly chat with a familiar person. Yet, this evolution extends beyond altering linguistic styles; it’s a strategic shift towards creating authentic connections, understanding individual preferences, and fostering meaningful interactions.
However, this transformation brings a set of challenges. As emails become more personalized and engaging, the realm of fraudulent correspondence also expands. Thus, safeguarding against phishing attempts and ensuring message authenticity becomes paramount.
In this article, we delve into the intricate evolution of email communication. We will explore how the tone, content, and strategy of emails have shifted from corporate formalities to engaging conversations. Furthermore, we’ll discover strategies not only to captivate recipients but also to protect them from fraud attempts, ensuring a secure and reliable digital communication environment.
“Dear Sir/Madam [Surname]” vs “Hi, [Name]”
Communications and specifically emails serve as an effective tool for connecting, engaging, and persuading clients, enabling the delivery of useful information or finalizing processes without lengthy and tedious procedures. However, the evolution in email usage has taken a significant and rapid turn, reflecting a tangible change in tone and approach, making them a key element in the corporate context and business world.
Once upon a time, it was all about “Dear esteemed client, this correspondence is to inform you…” Not anymore! Today, it’s as if emails have undergone an accelerated crash course in “slang” and have opted for a more casual attire, often laced with humor. The formal tone has given way to a more friendly and authentic communication style. It’s as if emails have taken yoga classes: they’ve become more flexible, adaptable, and less rigid!
Moreover, a crucial element not to be underestimated is gender inclusivity, which could create distance and discomfort when read. A simple “Hi, [name]” brilliantly resolves this by relaxing anyone reading your communication. Essentially, the goal is to create inclusive and respectful communication, avoiding gender stereotypes and showing sensitivity towards individual diversity without assuming or imposing any categorization. The key is to adopt an open, respectful, and sensitive approach to each recipient’s preferences.
The yellow parrot
And why all this fuss, all this attention? Because conversion is the holy Grail of sales. Emails have become the Olympic athletes of conversion. They have the magical power to persuade customers, leading to considered and reasoned purchase decisions. But how do they do it? With the right tone of voice!
Imagine this scene: a customer sifts through their freshly received emails, scrolling, scrolling… And there it is, one that catches their eye! It’s like a little yellow parrot amidst a forest of monotonous texts. The tone is fresh, enticing, and above all, engaging. This email doesn’t delve into the boring features of the product but tells a story. It approaches the customer like a friend offering helpful advice or explaining what’s new to discover in an app, for example. All without being intrusive.
Here lies the crucial importance of the tone of voice: capturing attention, generating interest, and ultimately nudging the customer to make that game-changing click. But beware, it’s not just the tone that matters; content plays a crucial role too. Emails must be targeted, relevant, and offer value to the recipient. Nobody wants to read boring or irrelevant emails!
Furthermore, the strategic use of emails can also influence the customer’s decision-making journey. Through a series of well-structured emails, it’s possible to educate the customer about the offered product or service, overcome objections, and instill trust in your brand. It’s a bit like being the trusted guide on a journey: providing useful information and helping the customer make the right decision.
In essence, emails are like magicians of modern communication: they use the tone of voice as a magic wand to enchant customers and lead them towards conversion. So yes, a friendly tone is important, but it must be supported by relevant content and a well-defined strategy.
Who would want to listen to a dull friend?
Periodically sent emails to customers are like little love notes in the digital universe of a company. Over the years, these digital gems have undergone an epic transformation!
In the past, periodic emails were more monotonous and straight to the point. They were like boring friends who only recite facts and figures without adding a touch of personality or asking: “how are you?” But now, things have changed: emails have learned to be more human, engaging, and more interesting.
The evolution has shifted the tone of voice from “corporate” to “conversational.” Emails now present themselves as a conversation between friends who truly know each other, expressing interest rather than a formal announcement. There’s a real effort to connect with the customer, understand their needs, and offer solutions in a more empathetic and captivating manner.
But how could they be even more effective? Ah, there are always ideas in store for improvement! One of the crucial points is personalization. I’m not just talking about addressing the customer by name in the header, but truly personalized emails that consider preferences, past behaviors, and specific needs of each recipient. This not only captures attention but makes customers feel special and better understood.
Moreover, segmentation is a hidden gem for enhancing the effectiveness of periodic emails. Segmenting the recipient list into groups based on interests, purchase behaviors, or other metrics can lead to more targeted messages and hence, more persuasive ones.
Ah, and let’s not forget the power of creativity! Emails that stand out are those that bring out the playful and creative side of the company. Eye-catching design, original content, and, why not, some surprises or special offers can really make a difference.
Finally, data analysis is the hidden treasure of periodic emails. Constantly monitoring open rates, click-through rates, and conversions helps understand what works and what doesn’t. It’s like having a compass: it shows the direction to continuously improve.
In summary, periodic emails have made a quantum leap in the world of corporate communication, but there’s always room for innovation. With a magical mix of personalization, segmentation, creativity, and data analysis, they can become the key to a stronger connection and brighter conversions.
The customer is not fish bait, they must be protected!
Countering fraudulent emails is crucial to protect both the company and customers from potential data security risks. Here are some useful strategies:
Education and awareness: Regularly inform customers about email security practices. Provide tips on how to recognize and avoid phishing emails, such as checking the sender’s email address and refraining from clicking on suspicious links.
Style and email content: When sending emails to customers, it’s important to adopt a style and language consistent with corporate communication. Avoid ambiguous terms, requests for sensitive information, or suspicious links that could alarm the recipient.
Clarity and transparency: Ensure that emails are clear and transparent about the subject and the reason for the message. Avoid social engineering techniques that try to manipulate the recipient or induce them to take risky actions.
Personalization and consistency: Use known data or specific information that demonstrates familiarity with the customer. Maintain consistency in the styles and tones used in previous communications to ensure that the customer recognizes the authenticity of the message.
Encourage verification: Advise customers to always verify the sender’s email address and, as a last resort, contact the company directly through official channels to confirm the legitimacy of information requests or specific actions.
Monitoring and timely response: Constantly monitor suspicious activities and promptly respond to reports of fraudulent emails from customers. Regularly update security protocols based on identified new threats.
Crafting an email in a way that allows the customer to recognize its authenticity can be achieved by adopting clear and professional language, avoiding sudden requests for sensitive information or links leading to unverified websites.
The treasure map
Over the years, while encountering hundreds of communications, I’ve tried to reconstruct the map of everything that happens during the long coexistence with a client and to track all the emails sent from the first onboarding to the (unfortunately, it happens!) closure of the relationship with the customer. This mapping process helps understand if there are useful emails, less useful ones, redundant ones, those using an obsolete tone, and perhaps not providing the right information for that specific use. Maps are the tools that lead us to find treasure, and in the pursuit of improving Customer eXperience, they are a fundamental tool to understand how to be punctual with information, useful, and, why not, reassuring.
In conclusion
Managing a company’s communication flows is not simple; you always need to be updated on new products/services, procedures to resolve an issue, and have a clear concept of flow.
It’s always important to collaborate with colleagues from different departments and adhere to data security rules.
Shape the content of communication as if you were informing a friend about something beautiful and especially useful (for them). And if what you need to communicate isn’t particularly pleasant, use some empathy and pause to think, “Is this exactly what I would want to hear?”
This article was written by Daniele Cevola, Digital Product Manager, and edited by Marta Milasi, UX Content Lead at Telepass. Interested in joining our team? Check out our open roles!
