Guide to Set the Voice And Tone Of Your Email

When you are writing an email in business, it’s a common mistake to overlook the tone. 

However, sometimes it keeps the email aside if you are having issues in setting the tone. Another test is to read it out loud, and it can help you in understanding how it sounds to your ears. 

The same goes for the voice of your email, does it match with your brand or give the same recognition to the readers? Well to know how to set the voice and tone of the email, here is what can help you. 

Why Do You Need Voice And Tone In Your Email? 

Voice and tone is a crucial aspects of email, if you do them wrong you will get into serious trouble, 

However, setting the email voice and tone usually has some major problems that you need to know about. It includes 

It’s Too Abrupt 

Many emails can be across too abruptly because they can be hurried.  You might be in a hurry and to get to the point, sometimes a brief explanation can help. 

Sometimes you can simply use the exclamation mark and it can help you soften the tone.


Being Too Flowery 

Another issue that you can find is that it is too flowery, and it might make your sentence look really fraudulent. 

So don’t make the sunstone look too flowery, instead, get to the point and improve the quality. 

Too Angry 

The tone and voice of your email might sound too angry, and it can make your subscriber find it angry while reading the content from the email. 

And this can be a disaster for the email and harm your campaign. 

Each interaction with the audience regardless of what channel or medium, it’s a golden opportunity that can help you in building connections. 

So even though you are a small business or large company, or anything, it’s important that you have the voice and tone of your brand. 

The same goes for emails, as your email should have the voice and tone which represents how you are communicating and the way of doing it. 

Well having the right voice and tone can affect how your readers are consuming the email. 

And here are some of the points why you need it in the first place : 

For Your Brand Recognition 

Everything that is for the brand should look as well as sound like it’s coming from the brand itself. 

And same goes for the email, when you are writing an email, it should have the voice and tone of your brand so it can help improve the recognition. 

All the voices you are using on social media and everywhere are different, but the email has a different voice and tone, so it can make your audience feel confused. 

Creating Brand Loyalty 

Well if you are working on building a loyal customer base. Here you need to have a great experience whenever the people are interacting with the brand. 

And the voice and tone which is consistent and recognizable can help you in doing it. 

It also helps in making your brand sound human and connecting with the customer on a personal level especially when the emails have direct communication. 

Creating The Brand Uniqueness

No matter what type of business you are running, you need to keep your services and items separate from competitors. 

And it’s needed because people should know why they choose you over others. But having the voice and tone can help in creating the brand’s uniqueness. 

Also, you can keep the voice and tone guidelines ensuring the way of communicating with folks in a unique way every time. 

What Is The Difference Between Voice And Tone In Email? 

Well before you understand how to set the voice and tone, it’s important that you know the differences between both terms. 

Even though the differences are not huge, they can help you in understanding more about concepts and the whole process much easier. 

What Is Voice In Your Email? 

The voice component is the way you choose to express the culture of the company. It can be casual or formula or depends on the sector you work in. 

For example, businesses related to insurance and finance are much more professional as compared to fashion and beauty which opt for friendly and casual. 

Voice can be how you are calling your customers. Are you using Ms or Mr in email or using a joke or slang term. 

All of the ideas are the elements that contribute to creating the voice of your brand. And how you are using it while you are writing the email. 

Here you need to have three to five words that describe the company’s personality for sharing with customers. 

The quality might be : 

  • Personable 
  • Proactive 
  • Inclusive 
  • Positive 
  • Empathic 

What Is Tone In Your Email? 

As for the tone, it’s the second most prominent voice. 

And it should stay consistent regardless of what situation or occasion it is. 

But the tone of individual emails might vary as the communication, while it retains the core element and maintains the overall voice of the company. 

For example, if you are running a software company. The voice is friendly and straightforward, but the aim is for educating the customer about the products. 

The elements of the voice for writing the different emails include: 

  • Thanking the customer for sharing their nice reviews about the products on their social media. 
  • Explaining to them about the refund that they requested is outside of the scope of the refund policy. 
  • In both emails, the language might change. As for the first, it can be a little bit bubbly whereas for the second it can be serious. 
  • However, for both, it can still be straightforward, friendly, and educational, so you are keeping the voice but the tone might shift a little bit depending on the situation.

What Are The Types You Should Know? 

Different tones in email can take much time to get right, however, there are different types you should understand. 

Many people help in reading the emails at different times, so read them out loud and even put them aside and come back again. 

Also, you need to know about the right tone that people might consider while reading it. 

However, there are some the golden rules that can help 

  • Here are some points : 
  • Why are you writing it? 
  • Who are you writing it to? 
  • What do you want the audience to understand from it? 

And here is the answer which can help in understanding the tone you need to use. 

Well, there are different types of tones that can be recognized in email and help in minimizing the integration chances. 

The Casual Tone 

It includes saying words which is much more on the friendly term, and here it includes : 

  • Hey 
  • No prob 
  • Thanks so much 

The Respectful Tone 

The next you can pick is a respectful tone which is important for the brands. 

It includes words like : 

  • Dear Members of the committee 
  • According to the department’s research 
  • As Ms. referred to in the previous call 

The Friendly Tone 

Depending on the industry,  the friendly tone can help you in getting much closer to the audience.

It can include : 

  • How are you 
  • Hope all is well 
  • Have a great weekend

The Encouraging Tone 

An encouraging tone can be used when you are requesting the audience to take some action. 

 It can be : 

  • Why don’t you take the lead? 
  • Would love to hear about thoughts regarding service or product 

The Cheerful Tone 

The next one you can consider is a cheerful tone which can help in boosting the action and overall connections. 

It includes : 

  • Happy to help where I can 
  • It was really helpful, thank you 

How You Can Create The Voice And Tone? 

When you are all set to create the voice and tone for your email, here are a few of the important steps that can help in making the process easier. 

Determining The Target Audience 

The first step that you need to understand is the target audience, identifying it can help a specific group of people that you want to reach with the services, product, and marketing. 

It’s an important part of your brand, so it is also crucial for setting the tone and voice. Also when you know about the audience, it will become easier to understand the right communication and the type of message they resonate with most. 

Because of this and to make it clear, here are a few questions that you should ask : 

  • Where does your audience live? 
  • What are the demographics of the targeted audience? 
  • What are their interests? 
  • How do they communicate with others? 

Here the focus should be on getting more information about the audience, the more you have the better chances of success you get and it will help in making your brand voice that speaks to them. 

Determining Your Goals 

Before you think about what to say as well as how to say it, it’s crucial that you take a step back as well as have a clear outline of the purpose, goals, and goals you want to achieve. 

When you are writing emails to your customers, you should have clear ideas about the understanding of your goals beforehand. 

Let’s say you are a retailer, here your goal is to sell the stuff and communicate the value, effectiveness, and quality. 

If you are a software or app developer, you want to establish yourself and teach folks about specific things. 

Once you have a general idea of your goals, you should understand the message. It will be easier to be sure about the voice and tone of your email. 

Defining Core Values You Want To Communicate 

Your goals are not just the factor that helps in shaping the voice and tone of your email, but the core values also play a crucial role in communication. 

Identify the principles and traits of the truth of your brand and culture, so you know about building the brand voice, natural and authentic. 

Not sure about the core values, then you should know about the questions which can help in understanding the right direction. 

It includes : 

  • What does your brand stand for?
  • What sets your brand apart from the rest of the crowd? 
  • How do you want the audience to perceive the brand?
  • How do you want people to feel about the brand? 

Creating The List Of Standards 

When you are focusing on the set and tone of your email, the good idea is to lay out some specifics regarding what to do and what not to do 

So when you are communicating on behalf of the brand, maybe certain words you should avoid while you talk about the brands in the email. 

Also, you can choose different ways that you want to choose to communicate.

Including the types of details can help in deciding the voice and tone in the emails, and help you in getting the reference while you write. 

Share It With Team 

Well if you have the team, then make sure you are improving the overall effectiveness by sharing the guidelines with them. 

There are good chances that your team might not be aware of the right tone and voice, and maybe you have new hires. 

While writing new emails can make a difference depending on who you are working with, and you should share the guidelines with them. 

Keep It Consistent 

The way your team quotes the tone and voice in guidelines helps in measuring the overall impact on the trust in the brand. 

It’s crucial that you incorporate the brand updates when the voice and tone guidelines keep everything familiar for the recipient. 

So regardless of what channel you are choosing then make sure it is similar to the rest of the channel of communication. 

Keep Everyone Updated 

When your brand grows, then you should focus on keeping the voice and tone. However, you might also need to evolve too, and it’s okay too. 

These guidelines are their own, if you believe that it needs the change then you should do the changes. 

Adjust the communication style and switch things when it’s not working well with others.

Tips For Setting The Voice And Tone In Email 

Setting the right tone and voice in email is important, and it’s not just choosing what goes best. 

When you have the wrong voice and tone, your message can end up being ignored, deleted, or overreacted. 

You also need to control both aspects so it won’t get off balance, and for that here are the tips that can help you : 

Keep Your Cool 

Writing depends on what you are feeling at that moment, so if you are feeling angry, there are chances your tone and voice get changed. 

So when you have nothing nice to say, don’t say anything. When you can’t be nice, it’s best to wait and let the feeling go. Never let your mood reflect on the email you are sending, and it’s appropriate either. 

Here are some of the reasons why you should never let your cool lose in an email : 

  • Emails are easy to forward, so people who read your emails and feel the emotions through words might get angry too and share them with others. 
  • If you are using an angry tone, it will make your readers angry too and they will answer in an insane tone too. 
  • It can escalate quickly, and it will affect the relationship and you might lose the client or colleague. 
  • Your employer owns the email, so it’s not yours or private, don’t write in something that you can share with others. 

Choose Words Carefully 

When you are looking for setting the voice and tone, words are important. It depends on what you are choosing and how it will show in the email. 

Also, you can be dependent on emoticons or abbreviations, and it’s important that you are choosing the right way of communication. 

Your selected words have the responsibility of how the readers are going to read the text and understand the message. 

Make yourself cool and careful while you write, so it can be helpful in setting the tone of the message and maintaining the voice along with keeping it professional. 

Choose The Right Way Of Greeting And Closin

When you are greeting in the email, it will help in establishing the relationship with the recipients. 

Most of the emails start with Hi or Hello, with the first name. Some of the writers start with Dear which is acceptable as a greeting, but it’s not enough. 

So when you are writing the greeting, you need to be aware of how you are greeting them. You can’t say Hi guys or Every Word, it’s too casual and friendly, also it is vague too. 

Emails are for establishing personal relations, so it’s important to keep it that way but professional and acceptable too. 

As for the closing, you need to seal the tone and voice with the remainder of the requested outcome and main point. 

Write Using The Active Tone 

Active voice is important as it makes your email much more direct and clear, Also it keeps the silent doer and helps you in sounding not so bureaucratic. 

That’s why when you are writing the email,  keep the voice and tone in an active tone to help others easily understand and take action much faster. 

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