Blog
Good copy and the right tone of voice aren't just important for marketing collateral. Every word you say to your customers has the potential to build - or break - your brand
Customer service emails – are you missing a brand-building opportunity?
Get RSSIt’s a given that how you communicate with your customers speaks volumes about your brand, right? Well, the customer experience doesn’t stop when someone makes a purchase on your website. It carries on right up until they get their order, go to the concert or drive their hire car.
Good communication builds your brand. That’s why it’s worth taking a careful look at the emails your company sends – both automated emails, such as order confirmations, and personalised emails responding to customer queries.
Every email should be written in your brand’s online tone of voice, but without compromising clarity. Customer service emails are primarily functional after all.
Automated email
It’s not rocket science to get automated emails right. When it comes to order confirmations, delivery notifications and password reminders, most brands go down the formulaic and tired “thanks for your order” route, demonstrated here by Dell:
“This e-mail is an acknowledgement of receipt of your Dell Order”.
But brands like ASOS have it spot on with their order confirmation email which praises my purchase selection with the cheeky line:
“Good choice. Who said money can’t buy you style?”
How’s that for alleviating any post-purchase credit-crunch guilt and making me excited about my new togs?
Personalised email from the customer services team
When it comes to replies to enquires from customers and potential customers, the same level of care is needed. Training your customer service team in writing for email could pay dividends and avoid shockers like this (real) example from a seaside hotel:
“We are very busy and with the greatest of respect our email of 7th May already answered the questions raised. Should therefore you have any further questions then please telephone rather than email – it is so much quicker for all concerned!”
Unfortunately for this disgruntled hotelier, email is an increasingly popular way to make pre-purchase enquiries – and many people see it as quicker and more convenient than a phone call.
Start with a review of your automated emails, including registration emails and password reminders, and work from there until you’re confident that all your email communication is putting the right message across.
Want more help writing for email?
Book a place on our email marketing course
Share this story
Share with third party communities This will take you to a new window.
