One of the most important aspects of your business is branding. Whether you are a small business, or an established enterprise, the way in which people view your brand will have a huge impact on how they perceive it. One common misconception about email marketing is that it’s simply sending out emails with information to potential consumers who would be interested in your products. While this may be true for some businesses, there are plenty of other ways to use email marketing to build and maintain your professional image while also reaching new audiences through targeted campaigns.
This article explores how blending branding with your email marketing can help drive revenue and grow customer loyalty at the same time. Read on!
Don’t Be Afraid To Get Personal
One of the best ways email marketing can help you develop your brand is by sending out messages that are more personalized. If you really want to drive home a feeling of familiarity, try incorporating details about individual customers into emails whenever possible or appropriate in order to build trust and rapport with them. For example, if you notice that someone has come back to your website multiple times or purchased a certain item, then feel free to include this information in an email. You can even go so far as sending out emails with links for relevant coupons and discounts based on previous purchases!
Don’t Neglect Design Elements
If you want your branding efforts through email marketing to be successful, it’s important not only to send out personalized content but also messages that are aesthetically pleasing. Not surprisingly, many businesses miss this mark when designing their campaigns by simply throwing together some text and images into the body of the message without taking any additional time or effort towards making them look good. Instead of doing this just focus on creating something professional-looking which will compliment whatever business image you are trying to portray.
An eye-catching brand logo is also critical here. A professional business logo design on the signature line of your email message can help trigger curiosity in readers, which will encourage them to open up and read what you have sent out. Make sure your logo looks good in a variety of different formats, and it is not too complex so that your prospects can remember it with ease.
Don’t Forget About the Importance of Timing
Just like you would never publish an advertisement at times where their target audience isn’t paying attention like while they are sleeping or eating lunch, you also need to be mindful of when you send out emails. For example, if your target audience is primarily composed of people who work full-time jobs during the day, then it wouldn’t make sense for them to receive email marketing messages in the evening after they come home. Instead, try sending out all communications at around mid-day so that recipients can get a chance to look through them while they have some free time on their hands before heading back to work.
Don’t Be Too Promotional
While it’s important to send out targeted content that will help you grow your brand, this doesn’t mean being overly self-promotional by bombarding customers with offers and ads for products repeatedly.
Most businesses risk crossing the line into spam territory when they do not respect consumer preferences when sending messages. It can also have negative consequences on customer loyalty if those who subscribe to your list become tired of receiving big sales pitches all the time since they might end up unsubscribing or marking your messages as spam in order to avoid receiving them in the future. To achieve effective branding with your email marketing, focus on user pain points, and show how your brand can offer the best solution for every problem.
Don’t Forget About Mobile Users
One important point to remember when blending your branding with email marketing is that more people now are using their phones or tablets to check emails rather than desktops/laptops. Therefore, it’s important to make sure your messages look good regardless of how they’re being viewed! While most email marketing services offer templates with built-in styles which can adjust depending on the device someone is viewing them with, sometimes these may not work as well as intended. If you want things like formatting and images in an email message (especially ones with logos) to come out looking exactly right, it’s best to test them on mobile yourself so that you can be sure of their appearance before sending them to your prospects. This is one of the surest ways of protecting your brand.
Be Entertaining
If you want your brand to stand out from the crowd, then you’ll need to create a sense of brand personality, and this can be done by incorporating entertaining elements into your email marketing messages. While it isn’t always easy for some people to do, adding in things like jokes or memes from time to time will help keep recipients engaged with what you have been sending out, instead of having them ignore emails completely due to boredom. You don’t want prospects who are not interested in your business at all! Remember that the goal is not just about branding but also keeping customers happy so they remain loyal for a long time.
Be Consistent In Sending Emails
Make sure that the frequency in which you send emails out is consistent if at all you want to protect your brand image. For example, if your customers are used to receiving messages on a weekly basis but then suddenly stop getting anything for over two weeks or more; they might get annoyed and unsubscribe since it isn’t clear when (or even if) they will ever hear from you again! To avoid this problem, try sending an email out at least once a week, or maybe once every two weeks. This way, you will be able to gradually build a relationship with your customers over time.
Get Creative in the Subject Line
Another good way to protect your brand is by making sure that the subject lines of emails are interesting enough for recipients to open them up right away. If you choose something boring or generic, people might not even bother opening it at all because they don’t want their time wasted on things that aren’t relevant! Add in some humor if possible (but remember to do so tastefully), and try using words like “exclusive”, “urgent”, etc., as these tend to work well.
Remember, the subject line of an email is the first thing people see, and it’s what entices them to open your messages. Therefore, make sure that every single one of your emails has a subject line that captures attention quickly, or else you risk losing out on possible customers/clients who might have been interested in your brand!
Never Send Email without Permission
When trying to protect your brand image, never ever forget this point. One way marketers end up damaging their reputation is by spamming people who did not even subscribe or ask for anything from them in the first place (this includes cold calling). Not only does this kind of practice go against marketing ethics, but it could also lead others to think that you are an unreliable company with no scruples whatsoever. This is because they assume anyone who sends messages like these infringes on their privacy, and this could go a long way in damaging your brand reputation.
Always Give Something of Value to Your Customers
Once you have built a relationship with prospects, it is time to start giving back by offering them high-quality content that they can use in their day-to-day activities. There are many ways one could go about doing this. For example, you could offer tips on how to use your products or services effectively. This will not only prove your brand is outstanding but also demonstrate that you are dedicated to helping others. This will ultimately help you establish trust with your prospects.
Get Creative with the Email Design
Your emails should be able to stand out from other brands in terms of their appearance. This means it is important for them to look good regardless of the devices they are viewed on. However, if this isn’t possible due to limited customization options offered by some email marketing service providers; there’s nothing wrong with sending plain-text messages so long as they still come across as professional and contain information recipients perceive as valuable. Using images within these kinds of messages may help draw attention effectively since many people tend not to read messages that are too long.
Don’t Forget About Branding When Creating Email Templates
Email marketing messages should be consistent with everything else your company already has out there such as business cards, websites, advertisements, social media pages/profiles, and more. This will allow customers who interact with these different platforms to continue feeling as if they are engaging with the same brand.
Final Thoughts
Blending branding with email marketing is one of the best ways to help protect your brand image. With all these tips outlined above, there is no reason why you shouldn’t become successful in this aspect. Make sure you engage your team in the process since it will require a lot of work to pull it off effectively.
Greg Shane
Ghostwriter, designer, and videographer. I channel my creative vibes through these mediums, and if in the process my clients are happy then I have been successful in achieving their goals.
