Marketer emails are becoming increasingly formal
Since the outbreak of the coronavirus pandemic, the tone of emails from marketers to customers has become much more formal worldwide. In the USA alone, half of brands write to consumers with polite forms of address and use chosen expressions in messages. This is the conclusion of a study by Schwa Consulting.
"In customer communication, emails no longer have the same importance as they did a few years ago. If marketers have a closer relationship with consumers, they quickly switch to WhatsApp or Messenger. Emails are like digital letters. Senders have to be careful what they write - they must not be too friendly, especially with new customers. However, a certain balance is required here, the message must not come across as too robotic," explains marketing expert Felix Murbach in an interview with the news portal Press release.
Schwa analysts surveyed 190 marketing, communications and branding executives worldwide. 37% of global companies have become more formal in their emails. However, 40 percent still use frequently used phrases during the coronavirus crisis, such as "In these difficult times".
"All companies sound the same"
The majority of companies consider the tone of voice in customer communication to be important. Many have changed their manners during the pandemic. For example, a quarter of European companies have completely abandoned humor. Colloquial expressions are also controversial. According to 52 percent of respondents, such terms come across as natural, while 28 percent consider them unprofessional.
According to Meg Roberts, Creative Director at Schwa, companies are currently tending in one of two directions. Either they write in a way that is too correct or they patronize customers with emotionalized phrases. "The latter at least shows that they want to be more human. However, this makes all companies sound the same," Roberts points out. (pte)
