Email Marketing – How To Build Your Brand With It
On average there are 269 billion emails sent everyday! That should be enough to tell you that email is a viable way to communicate with potential clients.
Now the trick is connecting and engaging and providing information that people want to receive from you. When people are used to receiving tons of SPAM messages and emails they don’t have time to open, how do you make your emails stand out enough to get read?
Now that’s the question we’re going to try and answer for you here.
To ensure a strong marketing mix for your company or brand, it’s important to select the best and most relevant marketing channels to improve your chance of converting prospects to customers.
The surge of social media marketing is one reason why we're such a big proponent of email marketing.
Email marketing, if done correctly, is a great way to build awareness and build up a relationship with your subscribers. This is because you can segment the marketing messages to relevant receivers in a time sensitive manner.
For example, keeping people up to date with recent trends, you can send new product announcements, pre-sell tickets or products to people who you know have bought your products in the past.
In this feature, we’re going to cover.
- How to improve brand recognition
- How to increase customer retention
- How to establish authority
- How to secure relationships
1. How to improve brand recognition with email campaigns
Brand recognition, is a key part of long term marketing strategies and over time your end goal is to build strong brand recognition with your audience.
When it comes to email marketing, this can be done by having a specific writing style, quirky email subjects that you’re readers look forward to receiving, content you typically share and of course, the look of your email can help your readers connect with your brands newsletters or promotional emails.
Some of the basics things to help build recognition are always using your company logo or other visual signifiers like corporate fonts and company colours whenever you send an email. You should also make sure that the graphics and colours remain consistent. You can change them up, but try to have a ‘look’ so your readers start to build brand recognition with your emails.
If your email recipients are able to instantly identify your brand when these graphics and colours are present, they are more likely to make a connection with the brand and become customers. It is human nature to pick what is familiar.
2. Increase customer retention and develop relationships
A sound email marketing strategy can help you retain your customers. The basic strategy is to simply send out the right type of content at the right time, to the right people and you need to get the frequency right too or you risk losing people.
Your goal is to develop loyal customers that buy or engage with your product/business regularly.
You essentially want your customers to become brand advocates, encouraging them to share your offers and news with like minded friends, family and colleagues.
Choosing the content of your emails can be tricky so try to plan this well and think about what your customers want to receive. For example, an email stating "Haven't seen you in a long time" could remind a customer about new products or a sale that customers might find interesting.
The emails will keep reminding your customers that you exist, so they don’t lose interest in you. Now remember, ‘ brand recognition’, keep your communications interesting and branded so you avoid getting marked as SPAM or even ‘unsubscribed’ clients.
The trick is to become the first company people think of when they need your products or services.
If you sell a product, tickets or offer ‘consultations’ you might want to send out pre-order or re-order products meaning you fill your sales pipeline in advance which can help bulk buy and plan ahead.
3. Establish authority
When properly executed, email marketing can help you develop strength and a market share of your industry. By building strong ties with your customers, you’ll soon start to win clients from competitors which is what we all want to hear, isn't it?
B2B emails are also a great way to build relationships with suppliers and to help you recruit new staff. Sharing stories about your teams development, new partnerships, events, openings and historic milestones will show everyone that you mean business.
By investing into a good email and content campaign, you’re setting a professional standard that will eventually win you new business and build strong brand recognition with your clients. Just remember, the content you send out has to be well received by your target audience.
Get this right and you could be a viral success that sees your content and brand being seen by more people who matter.
4. Boost relationships
It’s important with email marketing campaigns to build a relationship so your customers look forward to receiving regular communications.
Whether you’re emailing a new subscriber or long established client, personalising content helps people trust your brand/company and if you’re clever with questions you ask your clients and data that you store, you can segment your clients lists into groups which will enable you to send further personalised emails that are more relevant to the receiver.
Just remember, this can sometimes freak people out so be sure you’re collecting data in an above board fashion and remember to check with clients to ask them what information they want to receive from you. Again, this can be a great reason to email clients you haven’t spoken to for a while and this will help you to further nurture relationships.
If someone just signs up to receive an email from you, remember to send them a welcome email or ‘on-boarding’ email. This is the best time to capture more data from your prospect which will help with the process of segmenting mentioned above.
Build your brand with these best practices
When you’re sending any communication for your business it’s good to have a brand guideline in place. Much like when you answer your work phone stating the name of the company and who is answering the call, it’s only polite to do the same when you email someone.
- Remember to update your email sender with a name that’s going to be recognised by the recipient.
- Decide on the tone of voice for your company and nurture this to build a relationship with your clients.
- DON’T WRITE IN CAPITALS. This is like shouting and people and you’re likely to get picked up in SPAM filters. Keep the tone relative to your business. This might be personal, fun, professional or conversational, just remember to be sure it’s relative for the product and business your promoting and people receiving the email.
- Including your logo on email campaigns is super important, keep your logo simple and try to ensure it easy to read. Floral lettering or fancy hand written logos may look ‘lovely’ but they are hard to read.
Planning your email content
Plan your content
If you’re email marketing campaigns are part of a marketing strategy you should have a plan in place before you start. It should always be a part of the bigger content marketing strategy.
Here’s a few suggestions for you.
- Create a welcome email that also encourages people to provide you with more information to help you further market new products to them.
- Align your content with relevant products or sales message and work out the best day/time/season to send the email.
- Keep your emails concise and relevant.
- The subject line should be direct and encourage people to open. Keep your message clear and to the point.
- Let people know what they can expect from you in future emails. This can help encourage open rates.
Include a call-to-action
Don’t forget to include a call to action. This could be a button which links to article, competition entry or buy now link. Email marketing without a call to action you may well get reads but your conversions will likely be slim to none.
Get permission for emails you’re sending
Data protection and privacy are big deals now. Always ask people what they want to receive from you and follow the rules. It’s very easy to get blocked as a SPAM email sender and if you do get black listed, you may end up having to change your work emails altogether.
A simple on boarding email or check box system when someone signs up for info can help you get your emails set up properly.
The goal of your email marketing campaigns is build a future pipeline of sales or engagement with your audience.
Keep your communications personal and remember to keep your receivers interests in mind as much as what you want to send them.