They speak natural language . Business-speak is one of the first things users will turn away from. People are attracted to simple text written in a way they can understand. Writing the way people talk is essential to effective, engaging editorial. They are responsive .
Someone replies to all incoming mail, promptly.
Of course, if the first reply does not answer the user's question, a follow-up reply will be needed that does. They care . They care about the internet. They care about their users. They care about their investors.