Catherine Quiambao

Email is one of the brand's own channel. This means that your brand voice and style should trickle down here and be aligned with your overall target audience. This applies to all other channels but more importantly in email as this is one of the few channels that has a 1to1 style of communication. To get started 1) Make sure your email marketer reviews the style guide and brand voice guide 2) Review previous campaigns and flows to get the tone of voice and visual styling 3) In the process, take note of areas for improvement or maybe outdated designs 4) Read customer reviews, support tickets to listen to the actual language used by customers 5) List down events that are relevant to your customers 6) Build an email strategy and content plan

Start collecting Zero Party Data from your website pop ups, emails and store front. The power of personalization only happens when you 1)Collect the right data 2)Segment top top 3-5 groups 3)Tailor your content to the different need of each segment A sample ZPD questionnaire for a clothing brand can be: - Looking for themselves or as a gift - Male or female (esp for clothing/shoes) - Style? - Reason for purchase (attend an event, work, casual) - Size After this, you can curate your best sellers on the site or email campaigns This is one concrete example of serving consent-based, personalized experience.

I'm gonna go the contrarian approach and say informal, conversational language is the best way to go. Formal sounds inauthentic and has a tendency to sound like 1 to many. There is a way to stay informal and friendly while remaining professional and respectful. Think of it as if your customer is physically in your store. You'll want them comfortable and your sales person to be approachable and not intimidating. And if you listen in to this "store conversation", I'm betting this doesn't sound formal. But if unsure, the only way to do it is to test and learn what resonates the most.

Deliver only what's realistic. While it's common advice to over-deliver and underpromise, it's still best to practice: - transparency - offer 2 way communication (make contacting support easy) - go beyond in customer service if your team can handle it - learn to listen to customers, report feedback and review this as future iterations

There's only one way to do this and it's to understand the pain point your brand is trying to solve. And the best way to do this is to reverse engineer it using voice of customer data. We as marketers have the tendency to impose what we feel our brand should stand for. What I've learned over the years is to learn and use actual keywords and benefits straight from your customers feedback, tickets or reviews.

LinkedIn is perfect for this! An easy first step is to follow all the contributors in this article. Here are my top follows: - I followed a lot of thought leaders in this space (Michael Galvin, Lindsey Coulter, Josh Tay, Adam Kitchen 📧🧲 to name a few) - Reached out and made friends with some great retention marketers (Alexandra Cho, Tobi Chapman, Tara Dinoski 💌)