Imagine the situation. You bury your beloved grandmother. And here the director of the funeral home comes to you and, smiling broadly, shakes your hand cheerfully. What would you think about this man? Ham? Heartless log? Idiot? Your subscribers will think the same about you if you refer to them in an inappropriate manner.

Not the best moment to tell a joke, right?
Not the best moment to tell a joke, right?
When you need to stay serious with your subscribers, and when you can afford a couple of liberties, let's understand.

Business communication style
Business communication is suitable for all major topics: medicine, insurance, legal and banking services, etc. If your business belongs to these niches, most of the time your tone should remain serious. How else? After all, you are a professional, and people are waiting for your expertise, and not jokes and emoticons. Do you agree? Of course yes. Does this mean that using a neutral style of communication and humor is an absolute taboo on your ezines? And here I would argue.

Being serious all the time is also harmful (if you want to convince me, please immediately write in the comments at the bottom of the page). Remember your college years. Surely you had at least one teacher who, from a couple to a couple, in a monotonous voice dictated his abstruse lectures. Yes, this man is an honored specialist, professor and PhD, but who the hell did anyone listen to him? And this is not at all because students are stupid and not curious creatures. Everyone just sometimes wants to relax a little. And, believe me, bankers, economists and businessmen are no exception.

And so that these words do not seem empty to you, let me give one illustrative example. Saxo Bank is one of the largest online brokers in the world with offices throughout Europe, Asia, Latin America and Australia. The audience of this site for the most part are serious and wealthy people, businessmen. Here’s what their regular newsletter looks like:

Business style of communication with terms understood by the target audience
Business style of communication with terms understood by the target audience
But sometimes in this newsletter include elements of conversational style. Pay attention to how the main minds of Saxo Bank say in an interesting and accessible way: “Do not take everything to heart”, “You go slower, you will continue”, “The threat of crisis has remained in distant memories”. By the way, during their public speeches, the Sakso experts also do not miss the chance to make a joke or to make a bright comparison, which makes their expert speech truly bright and memorable.

Economists and businessmen also like to joke
Economists and businessmen also like to joke
What can we conclude from all this? If you rarely (in particular, highlight this word, because business style of communication should prevail, of course) reduce the degree of formality, I think this will not only hurt your business, but vice versa - it will even help. Do not think that customers will immediately turn away from you and make a conclusion about your lack of professionalism. If you do it wisely (feel your audience and choose the right words), nothing terrible will happen. In addition, you can always track the performance of these letters - the number of discoveries, clicks, rassharivaniya, etc. - and stop your experiments if they turn out to be unsuccessful.

Neutral style of communication
In which niches can you use a neutral communication style? Absolutely exactly here can be attributed to the majority of retail online stores, as well as all entertainment facilities and services (clubs, bars, cafes, cinemas, fitness centers, travel agencies, etc.). An example of a mailing written in neutral tone:

Newsletter from online clothing store Lamoda
Newsletter from online clothing store Lamoda
The target audience of the store consists mainly of young women, although you, of course, have already guessed this by looking at the design above the email. Email-marketer affectionately calls them "favorite customers" and gives a discount of 14%. Everything is very simple, friendly and feminine. I think this newsletter has caused a lot of pleasant feelings among the representatives of the weaker sex.

Cool design style + easy tone of presentation = the perfect mix for the Central Asian online clothing store.

Conversation style
The conversational style of communication is how you communicate with your acquaintances and friends. Use it carefully. Not all topics can benefit from this method of communication with customers. When can this style fit?

If you yourself are a brand
Mailing Denis Kaplunova
Mailing Denis Kaplunova
If you are a representative of your brand
Mailing Megaplan
Mailing Megaplan
In both examples, the presenters refer to subscribers from the first person. Denis shares the events that occurred on his website. Maxim talks about the case of his life. Both presenters use a light and relaxed tone of communication, as if they were talking toclose friends or acquaintances And, of course, subscribers probably like it very much. Correctly chosen words are half the success. We discussed above 3 communication styles that can be used in an email newsletter. Which one is best for you, you must decide for yourself (depending on your target audience and the characteristics of your business). All that I can advise you - do not neglect this moment. Email marketing is a very effective channel for attracting customers, but on the condition that you are doing everything right. Good luck!