What is Active Voice?
In the context of
email marketing, active voice refers to sentences where the subject performs the action stated by the verb. For example, "We launched a new product" is in active voice, whereas "A new product was launched by us" is in passive voice. Active voice is typically more direct and engaging, making it a preferred choice for email marketing.
Why Use Active Voice in Email Marketing?
Using active voice in email marketing offers several benefits: Clarity: Active voice makes sentences clearer and more straightforward, reducing ambiguity.
Engagement: It creates a sense of urgency and action, which can motivate subscribers to engage with your
call to action (CTA).
Personalization: Active voice often sounds more personal and conversational, helping to build a stronger connection with your audience.
Brevity: Active voice tends to be more concise, making your emails easier to read and understand.
How to Identify Active Voice?
Identifying active voice is straightforward once you know what to look for. In an active voice sentence, the subject is performing the action. For example, in "Our team created a new feature," "Our team" is the subject performing the action "created." In contrast, a passive voice version would be "A new feature was created by our team," where the action "was created" is performed on the subject "A new feature."Examples of Active Voice in Email Marketing
Here are some examples of how to use active voice in your email marketing campaigns: Subject Lines: "Discover our latest offers" instead of "Our latest offers are available."
Body Text: "We are excited to announce our new product" instead of "Our new product is being announced."
Calls to Action: "Join our webinar now" instead of "You are invited to our webinar."
Tips for Using Active Voice Effectively
Here are some tips to help you effectively incorporate active voice into your email marketing: Be Direct: Use clear and direct language to convey your message. Avoid unnecessary words that can dilute the impact of your message.
Focus on the Reader: Use "you" and "your" to address the reader directly. This makes your email feel more personal and engaging.
Use Strong Verbs: Choose strong, action-oriented verbs to create a sense of urgency and excitement. For instance, use "launch," "discover," and "join" instead of weaker verbs like "is," "are," and "was."
Keep It Simple: Avoid complex sentence structures that can confuse readers. Simple, active sentences are more likely to keep readers engaged.
Edit Ruthlessly: Review your emails for passive voice and rewrite them in active voice where possible. Tools like
Grammarly can help identify passive voice in your writing.
Common Pitfalls to Avoid
While using active voice is generally beneficial, be mindful of these common pitfalls: Overuse: While active voice is effective, overusing it can make your writing feel repetitive. Mix in some passive voice for variety.
Inappropriate Tone: Ensure that your active voice does not come across as too aggressive or commanding. Maintain a friendly and professional tone.
Neglecting Context: In some cases, passive voice might be more appropriate, especially when the focus should be on the action rather than the subject.
Conclusion
Incorporating active voice into your
email marketing strategy can significantly enhance the clarity, engagement, and impact of your emails. By understanding the principles of active voice and applying them effectively, you can create more compelling and effective email campaigns that resonate with your audience.