Every brand has a unique voice; a personality that is depicted in the way that the brand speaks and behaves. Therefore, when curating your email marketing content, it is imperative that you consider how your business communicates. Do you use formal tones, or do you inject humour throughout your communications? What tone of voice best aligns with the buyer personas you have architected for your business?

However you choose to communicate, one thing is for certain: It must remain consistent.

Never underestimate the importance of consistency when creating a brand identity across multiple marketing channels. Your loyal customers will instantly be able to identify your brand personality and will react negatively to any inconsistencies.

Humanising your content.

Developing a consistent tone in email marketing is essential to humanising your brand. The most successful emails are those that seemingly appear to be written just for you. Yet, they have likely been sent out to 100’s of potential other customers. This dedication to tone and personality will ensure your customers feel a personal connection with your brand; rather than just feeling like another email address.

To unlock the true potential of your email marketing, crafting words and tailoring them to fit the needs of your audience is crucial. Let’s consider the four main forms of tone utilised by successful businesses and how they influence potential customers:

1. Promotional Emails

A promotional tone of voice utilises highly visual communication to appeal to a customer’s desires. When utilised consistently in email marketing (alongside imagery), the tone will likely be appealing to all consumer personalities. Visual communication also allows for the most information regarding your product or service to be delivered in the shortest amount of time, making it perfect for brand awareness.

2. Informal Emails.

Informal writing styles are key to making a brand seem friendly and personal, rather than a large and detached corporation. For those that are looking to build lasting relationships with potential clients and customers, this is an excellent way to provide them with a brand identity they can attach themselves to.

3. Formal Emails.

Formal tones are essential for any business in which customer’s demand a certain level of formality and standard of care. This includes industries such as the healthcare or legal industry. Formal communication is professional and gets right to the point. Formality, when used correctly, can also be used to create an air of officiality and high class. This is often appealing for high-end restaurants and bars looking to promote themselves to a professional clientele.

4. Conversational Emails.

Conversational communication is utilised by marketing agencies as a means of storytelling and to add a personal spin on their content. Your email subscribers won’t be interested in the words of a robot. A conversational tone is, therefore, key to adding a human touch to your communication. This shares some traits with the informal brand approach, as it looks to address customers on a personal level, rather than sterile promotional tactics.

These four broad approaches to tone are useful to consider when creating an email marketing campaign. However, adopting a unique and consistent tone throughout all marketing strategies is essential in order to personalise your brand for consumers, and contribute to your brand identity.

Knowing yourself beyond email marketing.

A consistent tone across multiple marketing channels is the most powerful indication that an organisation knows itself, and what it stands for. Deciding who you are as a business is the first and most important step to establish tone. Locking this down and developing a tone suitable for the target audience, is a money-making jackpot for any business.

A consistent tone that reflects the business identity is vital. It’s a powerful means of ensuring that marketing messages can change based on the chosen medium – without sacrificing the continuity of brand identity. No one wants to get the same-sounding message multiple times. A consistent tone means you can add variety to your emails, depending on who you are reaching out to, without the campaign seeming disjointed.


Brand recognition is key when it comes to customer loyalty. Before you start sending email newsletters, you need to create a voice that fits the culture of your brand or business.

For those that are looking to achieve better results when forming their email marketing campaigns, try SalesHandy. This free plugin for Gmail and Outlook allows you a simple, effective way to access a wealth of valuable information, including open rates, replies, link tracking and email performance reports. It helps you get insight on recipient’s engagement level and map the effectiveness of your email tone.

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