Write how you would actually say it. Use your brand voice as your guide.
If your email copy to members includes words like:
Unlock
Discover
Introducing
Announcing
Learn how
Explore
Optimise
Dive in
it doesn’t feel helpful.
It feels like AI in a blazer.
Remember! Members aren’t ignoring your emails because they don’t care.
They’re ignoring them because their inbox is full of messages that sound exactly like AI’s favourite words.
They recognise the pattern.
And your members stop reading.
We’ve all seen it. You might even have one sitting in your inbox right now.
“Dive into the gym this January.”
On paper, it’s meant to sound energetic.
In reality, it sounds like someone’s about to cannonball into the free weights.
That’s usually the moment people switch off.
Now compare that with how a human would say the same thing.
“More evening classes. Easier to attend after work.”
Same update.
No metaphors.
Much better chance of being opened.
It’s the same story with everyday updates too.
“Introducing our new class timetable.”
Correct.
Polite.
Completely forgettable.
Versus:
“Your classes are moving slightly. Here’s why.”
Same message.
Very different reaction.
This is why the words matter.
TRP software shows you the moments in the member journey when communication matters most.
Your language decides whether anyone actually reads it.
So before you hit send, pause for a second and ask yourself:
Does this sound like AI… or does it sound like me and the way we write? If this doesn’t sound like you and your brand voice, rewrite it.
Because members don’t open emails from platforms.
They open emails from you.
Use TRP to improve how members experience every message you send : Learn More