It’s Not What You Said, It’s How You Said It: How To Use Language & Tone To Get Better Results From Email Marketing

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Creating email content that connects with your audience and builds a relationship can have a seriously positive effect on your sales. Research shows that sending regular emails to your list increases prospect engagement and boosts sales conversion rates. 

But you can’t just send anything and hope it sticks… quality matters. 

I talk a lot about the type of content you should be sharing in your emails, but we’ve not yet discussed the use of language, style and tone. 

You can send the most useful content in the world, but if it’s boring to read or it doesn’t connect with your audience then you won’t get good results. 

So what tone should you be using in your newsletter? What type of language will connect, inspire and engage? 

Keep reading to find out…

Keep It Conversational

People communicate in a conversational way – and that’s what a good email newsletter is – communication. Keep your writing style conversational. Use contractions (it’s rather than it is, they’re rather than they are) and choose words and sentences that you’d actually say in real life. 

One really great way to make sure you’re keeping your content conversational is to read it out loud once you’ve written it. By reading out loud you’ll easily spot if you’ve kept it conversational or perhaps slipped into a more formal tone. You’ll also discover any “sticky” sentences that trip you up. Your words show flow effortlessly like you’re chatting to a friend over coffee.

Stand Out With Emojis 😁

One of the hardest things to convey in writing is emotion. Emojis can help. Using strategically placed emojis can help you get your message across and make you seem more human too. 

Are emojis unprofessional? It depends on your target audience. If you’re targeting top-level solicitors, super-serious CEOs or other “professional services” types, emojis are probably not for you. But if your target audience is normal, everyday individuals or business owners then emojis can be a huge asset. 

You can copy and paste emojis on this site here… Include them (sparingly) in your text and add an emoji to your subject line if you want to see your open rates increase! 

Don’t Go Robot

One of the most common mistakes I see people make in their emails is they suddenly go “professional”. They start writing in some super-serious, uber-professional language that they’d never use in real life. They sound like a robot. 

Stick to simple words, use language and sentences that you’d use in everyday conversation and don’t think you have to sound super-professional. You need to come across as an expert. As someone who really knows their stuff and can be trusted to deliver – but you don’t need to go robot.

Make It Personal

As I’ve said before, good email marketing is all about building relationships – and you can’t build a relationship without sharing a little bit about yourself. Your email content should make you seem human. It should remind your audience that you’re a real person, with whom they can share experiences and connect. 

Tell little stories about your life and use language that shows that you’re real. Let your personality come through in the content. Pull out bits of text by using quotes of things you thought or said – and most importantly, be honest and keep it real. 

If you’re naturally not witty, don’t try to write humour. If you’re high-energy and enthusiastic, allow that to come through in your copy. Your emails should allow people to connect with you and feel like they know you as a person. The more you share, the easier this will be.

Tell Stories

Storytelling is a great way to engage your audience and deliver a message without sounding salesy – or boring. 

Short stories about your life, your business or your clients can inspire and interest your readers, keeping your newsletter valuable and making it enjoyable to read. 

You don’t have to be a master storyteller to use this technique. Just keep it conversational and tell your tale in the way you would talk to a family member or friend. Make sure you keep it concise and deliver a valuable message or lesson by the end.

Want To Get Better Results From Your Email Newsletter?

In summary, write as you speak, keep it conversational and let your personality shine through in everything you send out. 

And if your language and tone are spot on – but you’re still struggling to see results – it could be your content to blame. Check out my previous blog post here to discover how to keep your readers engaged…

Nathan Littleton

Nathan Littleton

Nathan Littleton is a marketer, professional speaker and author who specialises in helping businesses to grow by attracting and winning more customers. Each year he sends more than a million emails on behalf of his clients, and his proven track record has led to him working with leading brands including Microsoft, Virgin Care and the BBC.

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