Why does receiving a “humanised” email from a brand feel so refreshing?
It’s probably because:
- Most brands don’t do it.
- We’re not evolved to receive messages from a company.
Before sending out an email or social media post, look for opportunities to humanise it.
I recently emailed a bunch of customers who were waiting on their pre ordered products to ship.
The email started out as standard:
Subject: Order update
Preview text: (none)
“Hey there,
A quick update to let you know your order will be on its way within the next 5 days.
If there are any delays, we’ll let you know.
Thanks again for your patience and support.”
Safe and boring.
Here’s the humanised version.
Subject: Order update
Preview text: We promise we didn’t run away with your money
“Hey there,
A quick update to let you know your order will be on its way within the next 5 days.
If there are any delays, you’ll be the first to know.
Thanks again for your patience and support.”
The preview text addresses the elephant in the room, in a humorous way. (After two weeks of not hearing back about my pre-order, I’d start to question things, too.)
The line “you’ll be the first to know” adds empathy and care into the email, reminding the customer of their importance.
Each interaction with a customer is an opportunity to increase how much they like you.
Don’t waste it.