Among the many specialized skills communications professionals rely upon every day, one is the ability to put their own unique touch on every piece they create while staying true to the brand.
Of course, blog posts and press releases don’t require the same level of personalization that emails do to capture the reader’s attention. So how do professional communicators craft more intimate and personable email messaging while adhering to a brand’s voice, tone and style?
Below, members of Forbes Communications Council discuss 12 of the best-kept email writing secrets that they’ve leveraged in their own work. Forbes Communications Council members offer advice on personalizing branded emails. 1. Let Your Personality Show
Make it personal and let your personality show. Especially if it’s a pitch, do research on the outlet and the contact prior to outreach and make that obvious in your email. Perhaps mention why you wanted to pitch them specifically. Don’t overwhelm the editor with a heavy multi-paragraph email; streamline what you want to get across by listing out the major takeaways. Keep it short but sweet. – Kate Haldy , David’s Bridal
2. Set Up Templates With Text Blocks
Set up templates with text blocks that can be added to your emails to speed up the process. For instance, if you launched a new service or want to point out a recent corporate activity, save the prewritten text with a CRM tool so that you can easily add it to any email. That way, you can write personalized emails with an automated component, which makes the overall process faster. – Christina Utz , CRK
3. Mirror In-Person Communication
I found it best to send emails that mirror in-person communication. I like short meetings, so my emails are short and to the point (like my meetings). I usually state right away what the purpose of the email is and what outcome I am trying to achieve. Tasks are simply outlined, as well as who will be responsible for getting them done by when. – Andrea d’Agostini , American Power & Gas
4. Get The First Line Right
It may not seem like the most revolutionary advice, but if you can get that first line right—if you can surprise or inform or entice or engage a reader right from those first few words—you’ve already won. They’ll keep reading and, even better, remember everything you had to say. – Melissa Kandel , little word studio
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
5. Create A Connection In The Intro
An introduction that creates a connection is essential. People are compelled to respond to content based on the level of connection they can make with that person. Create an introductory link. This could be a mutual colleague, a conference you both attended or an interest you might share. Keep it short, but try to create a connection so that you’re not just a […]