Didn’t it seem that email marketing of the past was essentially shouting from a mountaintop, sprinkling your message below, and hoping that at least some percentage of the people below would grab on? The message was universal and hardly engaging, using plain text, a few images, and of course, plenty of links to somewhere else.
And make no mistake, that is definitely the past. If you’re still operating that way, it’s time to recognize that email has gone… human. Your brand’s voice shows through the layout, design and of course, the content, whether you plan for it or not. People listen, share and buy from other people, and if your brand comes across as someone we’d all like to know better, then your email communication is doing its job.
Opening with first names, dropping the corporate-speak and sharing your customers’ stories is just the start, and companies-in-the-know are well past that point. Humanizing email is not only necessary, it’s advancing at a fast pace. Surely by now you’ve received a dynamic email with an embedded video, preview options, or other rich features. Allowing your recipients to live and operate inside your interactive email message is the closest you can get to being inside their living room and having a personalized face-to-face conversation.
Let’s imagine an active email is like a social gathering. Here are some ways you can accomplish more personal, down-to-earth and engaging email communications: