Even though promotional newsletters are not the place for writing long stories, few complementing phrases or short texts are always welcome.

Email copy-writing is always a challenge, but it adds the personality to your brand. With a proper voice tone in the newsletter you can shape your image and the attitude of your customers.

There are sensitive market fields where you can’t be somewhat else but serious, formal. I mean health, religion, politics as well as finance. If you are an entrepreneur communicating with your users, you should consider talking in the professional, respectful, but non-formal and friendly voice tone. Let me explain why.


Approaching this I don’t mean to say “use harsh professional wording”. Not at all. If your clients are going to buy something from you, they have to trust you, to believe in you being an expert. So you have to look like you know what you are doing and talking about. There is no place for “oopsy daisy”.


Bear in mind, that your email recipients are not your pals. You don’t know each other personally, so your respect should be shown. Greet your subscribers, thank them (if there is what for), don’t forget to sign afterwards.


You don’t have to sound super serious and use a corporate language. Build friendly relationships and use casual words instead. It’s a natural thing – we enjoy more communicating with positive, relaxed and friendly people.

To express friendliness, the questions to your audience helps a lot, e.g. “Mid summer. Dreaming about the holidays, don’t you?”. Asking direct or indirect questions to your subscribers invites them to have a conversation. It makes them feel like you care about them and raises an engagement.

However, there is a thin line between “professional friendly” and “too familiar, sloppy”. Some of the people get embarrassed receiving from strangers something like:  “Hi, my Friend! Entire week haven’t c ya..”.

Try to avoid too much familiarities and slang, unless you are a lifestyle blogger or creative business that has reached high intimacy with your subscribers. Otherwise, I suggest keeping a small distance and useing daily normative language.

In the end, show your personality through the words you are saying. Recipients will be more likely to invest their time for looking what you have prepared for them. You’ll be seen as trustworthy, reliable and the one whose newsletters are worth to read.