Email tip: remember whose voice you're using

Increase your email response rates by writing in a real human's voice - but be careful, it's an illusion that is easily dispelled Getting your email newsletter or sales offer in front of your audience is one thing; getting them to read it is another. One of the most effective ways of getting a reader's attention is to write as if the email is a message sent straight to him or her individually by a real person.  We all turn off a bit when we see an email from a business sitting in the inbox, so sending as a person at the company can increase open rates dramatically. An email from "John Smith - Example Inc <>" will  be opened more often than an identical email sent by "Example Inc <>".

But beware: that means the text of the email will be read as if John Smith wrote it. The text can't refer to John Smith in the third person anywhere  - if John Smith of Example Inc sends out an email that contains the news

"Example Inc's John Smith received the Awesome Guy trophy at the Acme industry awards last week..."

the illusion is broken, and all of a sudden that personal communication is revealed as bulk mail written by one of those dreaded marketing people. We all know it's bulk mail from the dreaded marketing people, but we don't like being slapped in the face with it.

So when you get that text back from the copywriter, make sure it's not only grammatically correct and technically accurate... make sure it reads right. Writing in a real human's voice is one of the strongest tools in an email marketer's arsenal when it comes to getting that message read, but it's an illusion that is easily dispelled. Someone who's just been slapped in the face with the reality that John Smith didn't actually write and send this to him or her personally will be less likely to click on that  button or follow that  link!