Do Your Emails Sound Like a Robot?

Do Your Emails Sound Like a Robot?

I’ll be honest. Most business emails land in inboxes like stale toast: bland, dry, and not particularly satisfying. Some are worse. They read like they’ve been copied straight from a policy manual or generated by a chatbot that hasn’t had its morning coffee.

Here’s the problem: your emails are one of the most consistent ways your customers hear from you. If they sound robotic, cold, or confusing, they can quietly chip away at trust. On the flip side, if your emails are clear, human, and a little bit warm, they can be one of your best tools for building loyalty.

Let’s break down how tone, clarity, and empathy transform the way your customers feel when they hit open.


Tone: speak like a human, not a bot

Tone is the vibe of your email. It sets the stage for how your message is received.

  • The robotic version: “Dear Valued Customer, Your request has been received. It will be processed within 7–10 business days.”
  • The human version: “Hi Sarah, thanks for getting in touch. We’re on it and you’ll hear from us in the next week.”
 

Which one makes you feel more confident in the business? It’s not about being overly casual. It’s about writing like a real person to another real person.

Quick tip: Read your email out loud. If it sounds like something you wouldn’t say in a conversation, rewrite it.


Clarity: say what you mean

A common email crime is over-explaining or using corporate fluff. Customers don’t want to decode jargon or wade through long paragraphs.

  • Keep sentences short.
  • Put the most important detail first.
  • Use dot points (like this) for easy scanning.
 

For example:

Instead of saying “We would like to take this opportunity to inform you that the delivery process has been slightly delayed due to unforeseen circumstances outside of our control”…

Say: “Your order will arrive two days later than planned. We’re sorry for the delay and will send you an update when it’s on the way.”

Simple, clear, honest.


Empathy: show you get it

Here’s where most businesses miss the mark. Empathy is about recognising the customer’s perspective and making them feel heard.

It doesn’t mean over-apologising. It means showing that you understand how the situation might affect them.

  • “We understand this delay may be frustrating if you needed your order quickly.”
  • “We know setting up new software can feel overwhelming, so we’ve put together a step-by-step guide.”
  • “Thanks for your patience while we sort this out. We appreciate you sticking with us.”
 

These small acknowledgements go a long way. They take you from being a faceless brand to a business that actually cares.


Real-world email makeovers

To show you how this plays out in practice, here are some side-by-side examples.

Example 1: shipping delay

Before (robotic)

Dear Customer,
Your item is currently delayed due to supply chain disruptions. Estimated new delivery time is 5–7 business days. We apologise for any inconvenience caused.

After (human + clear + empathetic)

Hi Emma,
Your order will arrive a little later than planned and should reach you in 5–7 days. We know this might be frustrating, especially if you needed it sooner, and we’re really sorry for the delay. We’ll send you an update as soon as it’s on its way. Thanks for bearing with us.

Example 2: Payment Reminder

Before (cold)

Your invoice remains unpaid. Please ensure payment is made within 7 days to avoid service suspension.

After (firm but friendly)

Hi James,
Just a quick reminder that invoice #456 is due. If you’ve already made payment, you can ignore this note. Otherwise, we’d appreciate it if you could settle it within the next 7 days to keep your service running smoothly. If you’re having any issues, let us know and we’ll help.

Example 3: onboarding a new customer

Before (jargon overload)

Please note that you will be required to utilise the attached document to initiate the setup process for your account. Our technical support team is available during regular business hours to assist as required.

After (warm + supportive)

Hi Alex,
Welcome aboard! To get started, we’ve put everything you need into the attached setup guide. It’s simple to follow, but if you get stuck, our support team is here to help Monday to Friday. Just give us a call or reply to this email. We’re excited to have you with us.

Why it matters

You might think customers don’t notice the tone of your emails. But they do. It’s part of the experience of working with you.

  • A robotic tone creates distance.
  • Confusing emails create frustration.
  • Empathetic communication creates trust.
 

And trust is what keeps people coming back. It’s what turns a one-time buyer into a repeat customer and a repeat customer into someone who tells their friends about you.


Evergreen wisdom with a wink

  • Don’t write like a robot unless you actually are a robot.
  • If your email could double as a university policy document, it probably needs trimming.
  • Clear, kind, and concise beats long and formal every time.
 


Where to start

If you’re ready to humanise your emails, here’s a quick checklist to run through before you hit send:

  • Does it sound like me, or like a machine?
  • Is the main point obvious in the first two sentences?
  • Have I acknowledged how the customer might feel?
  • Could I say it more simply?
 


Ready to Humanise Your Emails?

If your customer emails feel a little robotic, it’s time to change that. Our Email Marketing Automation service helps you design clear, empathetic communication that builds trust, loyalty, and action, on autopilot.

 Explore Email Marketing Automation with Breme Agency


Created with MailerLite