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What started in the late 90’s as “Casual Friday’s” is now standard dress code all week long for many working professionals. Just as fashion shifts to be more relaxed, so have email communications. Have you noticed? Messaging has become much less stilted, more familiar and conversational. We call it business casual email.
Case in point is an email I received from the President, Barack, with a one-word subject line: “Hey”. The brief message was an appeal for an end of year online donation. I was a prime target because I supported Barack back in 2008 with a micro-donation. Yes, I know Barack didn’t actually write that email. Still, the extreme casualness of it intrigued me. I asked others what they thought. As it turns out, most actually like the colloquial approach because it grabbed their attention.
It inspired me to run an experiment. I signed up to receive email from the Republican primary candidates. I figured this would be a fun way to collect a group of emails to examine.
As the campaign emails arrived, I filed them into a folder and am only just now looking at them as a group to write this post. I only received emails from Mitt and Rick; I didn’t receive emails from Newt and Ron and I’m still not sure why.
Anyway, scan the email subject lines below and take note of the following:
Stripping away politics, what can we learn to apply to our own communications with prospects and customers?
Take note of the business casual emails landing in your Inbox. Experiment with your tone, word choice and video to connect more personally with prospects and customers.