With the influx of email marketing nowadays, you want to find a way to stand out from your competition.
Engagement with your audience through conversational emails is a highly effective way to create a solid connection versus trying to impress them through a mass marketing email.
Conversational emails are also more authentic. By incorporating a human aspect, you are not coming across as a robot with no original thought or emotion involved.
Your customers want to know they can trust you, and what better way to earn that trust than by being as transparent as possible?
What is a Conversational Email?
Consumers want to be treated as a person. They don’t want you to talk at them but to them.
According to Exceed.ai/blog/, “…75% of business buyers expect personalized offers, and 70% consider a personalized experience crucial. More importantly, 65% will switch brands if they don’t get personalized communications.”
Consumers are looking for emails that are personalized, not mass produced. Whether within the realm of products or services, they want to know you are in tune with their wants and needs.
So what should a conversational email consist of?
Keep in mind you are writing to a person. Be transparent as possible and look for ways to engage them in a conversation. Buyers want to be heard, not just seen.
Short and Sweet
Keep your email simple and to the point. Droning on, in the beginning, will lose your interest. Engage them from the get-go, and their interest will peak.
Disregard Marketing Lingo
Your objective is not to sell to them but engage with them. Though your primary goal may be to have them purchase a product, the buyer wants to feel like they are a part of the process, not just a result.
Conversational emails should lead to either reply, action, or follow up. It’s not just a “one done” like many marketing emails may be. You need to have what will follow to have the process flow at a steady pace. The longer you keep a consumer waiting for a reply, the more disinterested they will become.
Writing a Conversational Email
You may be wondering where to begin regarding writing this type of email.
Below we have listed a few pointers to help get you started:
- Use “you” instead of “we, “I,” or “me.” The email should be centered around them, not you or your company.
- Write the email as if they are sitting in front of you. If you’re unsure how to do this, browse through your own personal emails to get a feel for how they flow.
- Keep the professional writing to a minimum. Focus on short sentences and paragraphs in a more casual tone.
- Pose questions to get them thinking and keep them engaged. But also remember to provide immediate answers or solutions where you can focus on your Call To Action (CTA).
- Offer them gifts. This could be in the form of a coupon code, discount, or even free downloadable content, such as an e-book. Because who doesn’t like receiving free or discounted merchandise?
- Just write! When you have a conversation face to face with someone, you don’t analyze everything you say, right? That’s the best way to start your draft of a conversational email – just write.
Remember to keep your audience in mind. Though you want it to sound as personable as possible, you will most likely be sending it out to a group.
Do a little research into your target audience’s likes and dislikes, as well as any problems they may have where you could provide a solution. Make sure to understand their wants/needs and address those specifically.
A conversational email shouldn’t be about direct sales but engaging with your customer and making them feel it is all about them.
When you can build that connection, they will be more apt to not only open but look forward to seeing what you can help with or offer them next.
Authenticity and transparency will get you further with consumers than just trying to market your products to them.
Keep your emails short and on topic, with a natural sounding conversational tone, along with information that will personally benefit your particular audience. This will increase engagement and build a connection with buyers that can directly filter into a foundation of trust and loyalty to your brand.