Email marketers should use natural language within their content, an industry expert has claimed.

Neil Berman, who has experience at the highest level of email marketing, has claimed that marketers who communicate more colloquially are more likely to build quality relationships with their consumers.

Berman said that marketers should ditch the typical sales spiel and write like they were talking to a friend or acquaintance. In an article for mediapost.com, he highlighted a particularly good email received from a website where he had been inactive.

The message which read, “Where are you? We’re getting the feeling you don’t want to hear from us anymore,” was praised for communicating like a human being and including humour.

A new report on marketingsherpa.com about email marketing relevance has highlighted the importance of creating a consistent ‘brand voice’ within email marketing messages in order to create expectations from consumers.

It read: “You want the tone of your initial email to match your brand voice so successive messages don’t surprise your subscribers or catch them off guard. The first content delivery should demonstrate value and establish the habit of opening your future emails.”

This suggests that those using an informal tone within the email marketing messages should do so on a consistent basis from the off.