Are formal writing emails better than writing informal (conversational) ones?
Choosing an appropriate writing style and finding the right email tone can be tricky. Some may assume that everything needs to be formal to sound correct and proper. Sometimes, you may even feel like flaunting your email with complex words to impress your audience. But the formal style doesn’t always mean it’s better. In some instances, it only intimidates your target population.
To put things in perspective, we’re too far beyond the old ages for formal emails. The world is in constant progress and is welcoming to any form of creativity. But in the same way, it doesn’t mean we’re turning our backs on formality. It just means there is a right time to use formal emails, conversational emails, and a mix of both.
What is conversational email?
Conversational or communicative emails, of course, use a conversational tone- an informal way of writing. Your email’s word choice, sentence structure, and overall vibe should feel like your reader is casually talking to an actual person.
Crafting emails in this manner means you’re breaking most grammatical rules. However, it is a more relaxed and direct style of writing. It aims to connect readers more to your brand or your business.
When being conversational, sentences may begin with “and,” “but,” and “yet,” which is considered a big no in academic or professional writing.
Why use conversational email?
There is psychology in marketing. In copywriting psychology, copywriting is a game of emotions. There is a process of triggering the readers with words- to craft a persuasive and impactful marketing copy.
Let’s unpack this more:
Conversational email humanizes your brand
Being too formal and professional can make your email less inviting and appealing. For some readers, it can lack impact and feel like they’re talking to a boardroom full of faceless investors.
Using communicative emails can help you connect more with your audience. It has more personality, so it allows you to humanize your brand. You also give your audience a real character to whom they can relate.
Conversational email earns trust
In copywriting psychology, the easier it is to read copies, the more genuine people perceive them to be. It happens on a subconscious level. So the moment your audience reads your easy-to-read copy, they’ll eventually be drawn to what you’re saying and your brand.
Conversational email helps with SEO
When you use a conversational tone, chances are you’re also using the words and phrases the audience uses. In the SEO world, these words are keywords. So, the more you use your audience’s language, the more likely you will appear in their search results.
To have a clearer picture of how conversational emails look like, here are examples:
Example: Conversational version
Hi Mark,
We have an awesome surprise for you!
We know that finding the best bank is quite a struggle. There are lengthy processes that only make you think twice. But don’t worry- we have some good news for you!
[Business Name] is currently giving a limited offer to those wanting to start their banking journey. We’re giving a fast and easy transaction so you can immediately open your bank. Aside from that, we’re giving out free cards!
Let us know, and we’ll send you instructions to avail yourself of this exciting offer.
Excited to take part in your journey,
[Business name]
In this email, you notice the usage of contractions- “We’re” instead of “We are” and “Don’t” instead of “Do not.” But, in formal writing, contractions are strictly prohibited.
The overall tone of voice is casual and conversational. It’s like an actual person is inviting you to avail of their free cards.
You can also notice the casual greeting, “We have an awesome surprise for you!” which is not used in formal emails.
Example: Formal version
Hi Mark,
Greetings!
We understand that people are having difficulties when it comes to opening a bank. Most of the time, some unnecessary processes and requirements prevent you from availing a service.
Our company, [business name], is having a holiday event. In lieu of this, we offer free cards to people interested in starting their banking journey.
Should you be interested in this offer, please send us a reply. We will immediately send out instructions.
Best,
[Business name]
In this email, you can observe the absence of contractions. The choice of words is formal too. In the previous example, “lengthy processes” sounds too casual. But here, it used the word “unnecessary processes,” achieving a formal tone.
The greetings are also formal, unlike the previous example. The voice is plain and only sounds like it wants to inform and not invite.
Final Point
Very few people see the importance of the tone of their writing- most notably in their email marketing campaigns. Sad to say, the collective knowledge is that the technique needs to be formal to earn the audience’s trust. That there must be complex words to look knowledgeable- like an expert.
Little did they know that conversational or communicative emails work better, especially when talking to customers or your target populations. You make your audience feel welcome, and you establish a connection. It makes your writing easy to read too!
So, when finding the right writing style, put your audience in mind. Prioritize them! The easier it is to read, the more you can connect with them. And that’s the key!
For professional advice in crafting your emails, schedule a call with me, and let’s discuss how you can connect with your customers.
