Everyone knows that injecting copy with personality can rejuvenate a brand’s tone of voice. And few B2B brands have successfully combined personality with professionalism like email platform MailChimp.
Words matter just as much as visuals when it comes to online content, and the way in which marketers communicate with prospective customers is just as important as what they’re actually saying. Here are three ways MailChimp engages customers with its tone of voice.
1. Clever use of cultural references
While bland and boring is modus operandi for many B2B brands, MailChimp strikes the perfect balance between chatty and professional. Here, its smart Sherlock Holmes reference reminds customers that it’s culture savvy and has a good sense of humour.
2. It’s not afraid to show its personality
Quirky one-liners aren’t just reserved for the website: they’re also part and parcel of the brand’s social presence. This tweet demonstrates that the social media team at MailChimp isn’t afraid to show creative flair when promoting its brand – which demonstrates the company is more human (and likeable) than some of its less self-aware rivals.
3. It uses fun and colloquial phrases that customers can relate to
Not only does MailChimp tap into its customers’ emotions with ease – sending out an email campaign can be a pretty nerve-wracking experience, and it goes to great efforts to reassure users – but it also uses phrases that the customer may use themselves in everyday conversation.
MailChimp uses these fun and colloquial phrases to align itself with how its customers are feeling, and does this seamlessly by using visuals that show it can understand a user’s emotions at different stages of an email campaign process. High fives, MailChimp.
