Drive the Conversation: How to Create a Conversational Email May 05, 2021, | Posted by Kia Zalewski

With the amount of emails customers receive, it’s easy to skim through content or simply leave a message unopened. Yet, email marketing still remains one of the most powerful and cost-effective means to engage with customers. The top marketers understand that emails shouldn’t just be a one-sided conversation and they always keep in mind that the top goal of email marketing isn’t sales, it’s engagement. Though sales and conversions are great, a long-term nurtured relationship that results in a life-long customer is the ultimate win for any brand.

75% of business buyers expect personalized offers and 70% consider a personalized experience to be crucial. 65% will switch brands if they don’t get personalized communications. So how do companies make their emails more conversational and personalized rather than transactional? Brands should encourage replies and feedback that will make the customer feel valued and connected with the company. Many companies offer a customer support link or a chatbot on their website, but forget that emails should be personalized as well. If the customer feels like they are simply part of a mass email list, they won’t want to engage. No matter how automated an email is, every brand must take the time to ensure that the copy is personalized and approachable. Companies that encourage replies and make it easy for their customers to connect with them are letting their customers know they’re valuable people and even moreso, it makes the company seem more human as well. 

Companies can make their content less like a sales pitch and more like a conversation through behavioral emails that focus on specific interactions users have taken. These can be easily automated with drip campaigns. The content can encourage replies by asking people if they have questions about a product they may have added to their cart but not purchased or they can even ask for reviews on recently purchased products. 

Another easy and effective way to create conversational content is to create engaging copy. This means finding that line between a sales pitch and content that is of genuine interest to consumers. Rather than just pushing a product, send an email that shares fun ways to use the product. If it’s a food product for example, send some of the company’s favorite recipes that incorporate the item. If it’s an item of clothing or accessory, send a visually compelling style guide. Aim to make the copy sound like it comes from a human rather than a brand. 

Ready to set up your company for email success? Contact Site Impact to hear how we can put together strong conversational content for your brand.