I recently wrote a piece for the Barossa Grape and Wine Association on the best tone to use when communicating with an Internet database.
What is the best tone to use when communicating with a recipient database?
Well, it depends. Every organisation is different; every recipient database is different; every individual communication is different. There is no one-size-fits-all "best tone". But here's what an online database-driven marketing campaign can do: it can reveal the best tone for the task at hand, and it can do so more accurately than traditional marketing methods, in a fraction of the time and at a fraction of the cost.
So imagine we've got two messages with distinct and differing tones. How do we find out which is the better of the two?