What is Active Voice?
Active voice refers to a sentence structure where the subject performs the action stated by the verb. It is direct, clear, and often more engaging compared to passive voice, which can sound convoluted and less impactful. Why Use Active Voice in Email Marketing?
Using active voice in
email marketing enhances readability and engages the audience more effectively. It makes your messages clear and compelling, encouraging recipients to take the desired action. Active voice cuts through the clutter and delivers your message with precision, which is crucial in capturing the reader's attention in a crowded inbox.
How Does Active Voice Improve Engagement?
Active voice creates a sense of urgency and involvement. When readers feel that the message is speaking directly to them, they are more likely to respond. For instance, "Download our free guide" is more compelling than "Our free guide can be downloaded."
How Can Active Voice Increase Click-Through Rates?
Calls to action (CTAs) written in active voice tend to be more effective. Phrases like "Sign up now" or "Get your discount" prompt immediate action. In contrast, passive constructions like "You can sign up now" or "A discount can be obtained" sound less urgent and less persuasive.
How to Identify Passive Voice?
Passive voice typically includes a form of the verb "to be" (is, are, was, were) followed by a past participle (e.g., "was written," "is designed"). If you can add "by zombies" after the verb and the sentence still makes sense, it's likely passive. For example, "The email was sent by zombies" indicates passive voice.
Tips for Writing in Active Voice
Put the Subject First: Start your sentences with the subject, followed by the verb. For example, "Our team created the report" rather than "The report was created by our team."
Use Strong Verbs: Choose verbs that convey action and energy. "Launch," "boost," "transform," and "discover" are more dynamic than "is," "was," or "has been."
Be Direct: State your message clearly and concisely. Avoid unnecessary words that can dilute your message.
Examples of Active Voice in Email Marketing
Instead of saying, "Your subscription has been confirmed," say "We have confirmed your subscription." Rather than "The webinar will be hosted next week," say "Join our webinar next week." Impact on Deliverability and Open Rates
Emails written in active voice are often shorter and easier to understand, which can positively impact deliverability. Filters are less likely to flag concise, clear emails as spam. Additionally, subject lines in active voice, like "Unlock your exclusive offer," can improve
open rates by sparking curiosity and interest.
Conclusion
Incorporating active voice in your email marketing strategy can significantly boost engagement, click-through rates, and overall effectiveness. By crafting clear, compelling messages, you can connect with your audience more effectively and drive desired actions.