7 Tips to humanize your emails
The users to whom we direct our email marketing campaigns are tired of cold, impersonal messages where they are treated like a number and do not interact with them. Therefore, they appreciate messages that are addressed to them in a personalized way. Here are some tips to take advantage of the benefits of humanization in your messages:
- Use a real person as the sender
User trust in the message increases if it is a person who speaks to them. It is very useful to use real people as the sender. Many companies do this often, as you can see in this example, sent and signed by Paul Farnell, CEO of Litmus:
2. Allows the reply-to to be directed to this person
We already discussed the disadvantages of use no-reply in emails, And of course, if the email is sent by a person, there must be a way to contact them by replying to the email. Even if we choose a corporate sender, the answer to an email with customer service should be enabled so that the user can interact with it.
3. Include a real photo of the person who is sending the message
Seeing the person who is talking to us generates trust, gives us the feeling of knowing them. Continuing with Litmus examples, here you can see the importance they give to humanizing their company. In their emails and on their blog they introduce us to the new hires:
4. Customize the emails
In addition to being honest in emails, we must also pay attention to the person we are addressing. We need to make them feel that we are addressing them directly. To do this, we can use their name, geolocation, or other data that we have previously collected in the subject or content of the message.
5. Text messages (without advertising appearance)
As you saw in the first example of Litmus, a message based on text rather than a clearly commercial design can generate more trust in the user. They will feel less like they are being «sold something» and will often give more credibility to the information.
6. Expresses gratitude and asks for forgiveness
Sometimes we might be surprised by the response of users to something as simple as saying thank you or apologizing. Perhaps that’s because, especially with the latter, it’s not common in corporate communications. Are we afraid to admit our mistakes? Apologizing, as Mini did in this example strengthens the relationship with users.
7. Let go of some spontaneity
It also surprises the user when the brand’s communication becomes more relaxed and lets go of spontaneity and, why not? humor. Humor, the parody of reality, the naturalness in communication will bring us closer to the user so that we can talk to them one-on-one.
However, these tips They cannot and should not be applied to all of our messages.. Some communications require a serious and corporate tone, or even the very nature and character of the company may not match this more intimate or relaxed communication. Sometimes we also do not have the data to customize the message or even the resources or time to respond if we use a person as the sender. In any case, these are resources that we must consider to increase the impact and performance of our messages.
What is your experience with humanizing emails? Has any of them surprised you? Do you try to apply it in your email marketing strategy?
