Conversational content is one of the best ways to increase engagement. It rebels against the grammatical norms, and instead of trying to impress the reader, it strives to create a stronger connection with them.

You come across as more authentic when you use this writing in your email marketing. You're showing that you're human, not some robot with an effortless command of the written word. Your customers don't really care if you're the next great novelist; they want to know that they can trust you.

So what does a conversational email look like? It can take many forms and tones, but most importantly, it should reflect your authentic personality. Of course, don't write an email you wouldn't show your grandmother...however, there are ways to be entertaining and authentic while getting the point across in a sales email. 

Here is an example of a conversational email announcing product availability at a new art supply store compared to its more formal counterpart: 

Hey Tom,

So excited to be telling you this! The new Mermaid Creative shimmering paints are finally here!

Chris and I just spent the morning swatching the paints out for Insta, and we're in pigment heaven. These colors are just stunning, and that shimmer? … You won't be disappointed. Make sure you have some reflective sunglasses handy before opening this link (link to Instagram video).

I was supposed to send a much more polished email tomorrow, but I couldn't wait to tell you (Don't tell Chris). The product page might need some design tweaks, but if you want to look, you can check it out now. (link to product).

Happy painting,

Jess from Art Castle

Formal version

Hi Tom

We wanted to let you know that the new Mermaid Creative shimmering paints are now in stock, and you can purchase them here (link to product)

If you want to see these paints in action, you can find a video on our Instagram account where a team member has swatched them out. (link to Instagram video)

We hope you enjoy these new paints.

If you have any questions about this product, please don't hesitate to reach out to us.

Jess from Art Castle

See the difference between the two? The conversational email employs the liberal use of the following rules:

• Talk to Your Audience
• Keep It Simple
• Short Words and Short Sentences
• Use the Right Words
• Use Action Words
• Forget the Rules (Ignore Your Inner English Teacher)
• Ask Questions of Your Readers

Next time you get ready to send an email to your customers, remember the rules above to create a conversational email that will convert. 

If you are stuck or don't have the time to create an email marketing campaign that resonates with your customers, we have a staff of professionals that can help with content development, email template set up and distribution list management. Complete the form below to get started.