What's the right tone when communicating with your email database?

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?

Read the full article at Barossa Dirt!


Header image contains "Jacobs Creek" by Amanda Slater, Creative Commons.