Being as human as possible

When writing copy for email communication that is sent out when the user interacts with the website, the sentence structure is sometimes very formal, instructive, and impersonal. Emails with no personality are seen as an annoyance; instead these system emails (sometimes called transactional emails) should be seen as a perfect opportunity to have a conversation with the user and build on the emotional connection. Personalization is non-negotiable when talking to the user. A simple reference to the user's name in an email will make the user feel unique.

Another useful communication tool is a live messenger, in which an actual person is available to chat to via a messenger widget on the website, or a chatbot, which is a piece of functionality with pre-defined messengers programmed to have a conversation with a user based on specific questions. The latter is very popular, but can be tricky to build an emotional connection with if not implemented correctly. The user might feel frustrated if the chatbot cannot guide or answer the user's questions, or comes across as a machine with no personality and just frustrates the user, which breaks the emotional connection down throughout the experience.