(Hint! Keep your tone of voice on brand)
An average office inbox receives 121 emails per day. Spread that across more or less active companies, and you quickly know that some will receive a lot more. So how do you get positive engagement to build a reputable brand? Use a consistent tone of voice.
We use our phones on average for just over 3 hours a day. For fear of missing out, we are checking our emails on our way to a meeting or on our way to pick up the kids. We don’t pay as much attention as we should, and a quick read can sometimes cause miscommunication. Let me give you some quick yet straightforward tips on improving and ensuring that your emails are getting read and dealt with positively, putting your brand in bright light.
1. Always be clear in your email
Apart from using a consistent tone of voice, you also need to ensure you are clear. Do you need an answer? If so, by when? Are you simply informing your customers about something? Make that clear.
Even simple emails need a clear call to action. Remember your tone of voice in other forms of communication – this also applies to short, simple emails.
It’s similar to a presentation in front of an audience. It’s a proven success format and something you should try.
Tell your audience what you are about to say to them, then tell them what you want to say, then summarize and tell them what you have told them. It might sound crazy, but I can assure you, it’s an excellent method to follow, according to Toastmasters International.
2. Do you have a problem that needs solving?
Present a possible solution in your brand tone of voice that is relatable rather than just informing what has happened.
In this case, brand loyalty will increase if you show you have thought about it and propose a solution.
Otherwise, you leave the problem for someone else to solve [read your competitor]. (if there is a massive issue, go straight to point 5).
3. Keep it short and straightforward
In fact, nobody likes reading emails. Today over 50% of people read it on their mobile. Keep it short and to the point. If someone is responding to your newsletter, communicate personally and not with a standard phrase.
4. Never start an argument over email
Another detail to consider is to take a little time before you respond. It’s better to calm down and then reply.
Remember, retention (keeping existing customers) is more important than acquisition (finding new customers). How you communicate can cost your business money.
5. Don’t send an email at all
In other words, pick up the phone and resolve the matter in less time. Show that you care. In the event that the person is difficult to get in touch with, please send a message that you will be calling at a specific time about an important matter relating to X, and you need 15min of their time to try and rectify the situation. Ask for confirmation.
This way, it can be scheduled and dealt with correctly in your own real voice. Larger companies might have customer service via Twitter, but a small company relies on loyal ambassadors. You can’t afford a bad reputation – customer service is critical.
Every customer in the world loves to feel special.
Ensure you include a special note next time you send an email campaign. In short, give the person a special offer to ensure they know they are essential to you. Before you know it, more business will come your way, and your brand reputation will stay intact.
If you enjoyed this blog and want more tips on how to improve your brand, click this link to read about how you can use storytelling to make your brand more compelling.
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