What many e-commerce companies forget is that they communicate with their customers more than other websites. From registration forms, to order forms, to order confirmation emails, to lost password/login information emails—well, you get the idea. No doubt, you’ve spent a lot of time getting your website’s “tone” just right. But is that tone reflected in all of the communication that your site generates?

Let’s look at a company that does a great job “talking” to its customers on its website: Comcast. Then we’ll look at some ways Comcast could improve its tone in some of its other forms of communication.

Comcast’s site is fun and hip. It appears geared to the 18- to 49-year-old crowd. When I sign in, it immediately welcomes me back, which is something Melissa noted as a good marketing strategy.