Business Vs Personal Email Campaigns – 4 Differences
There are 4 major differences between a business and a personal email campaign. In general, business content is there to serve a purpose to inform or otherwise enlighten your business customers. Personal email is meant to communicate and to informally keep in touch. Business email usually is to persuade a client to take an action, either to buy a product or select the company to perform a service. Read below for other major distinctions between business and personal emails.
First, business content is sent to promote a business reason. It is sent either to promote a product or service, and it is sent with the intention of getting the customer to purchase sooner than later. Business content may be written with SEO phrasing in mind. This means that it is written with an eye to highlighting and showcasing a product. It will most likely mention that product several extra times in a sentence and the wording will sound unnatural. It is wholly unlike a personal email which is more to the point and is meant to be between two people.
Second, a business email campaign is usually targeted to reach a specific segment of the population. There is great care that is taken with finding the best wording for the audience and making sure to write persuasive copy for the business campaign. A personal campaign does not have this urgency to persuade someone to buy a product. It is most often just meant to inform of current events between two people or a group of people.
Third, business email is usually technical in nature. It is valuable to the customers and is meant to offer information. It can include technical information such as manuals and safety guidelines, white papers, presentations and business plans.
Fourth, business emails are meant to capture customers and can include registration forms or subscription details so that the customer can join a list. Many times, these emails are sent to customers “cold” and the customer is then offered a chance to join a premier customer or subscriber list. With personal emails, the very nature of the email is that it is sent to someone who the sender knows. It is difficult to send a “personal” email to someone you do not already know!
Also, in this case, the sender of the business email will want to get permission from the customer to be able to contact the customer again in the future. This is so that the company can forward emails regarding new products, updates or events to the customers and keep in touch with the idea that the customer will make an informed decision to buy the product, once he or she has enough information to make that decision to purchase. Many times, customers are on the cusp of buying a product, and just need a bit more information regarding the perks, understanding how the product makes their lives easier, or recapping the value of the product – before it turns into a sale for the business.