No matter the size of your business, or the industry it falls within, creating brand awareness can be tricky.
One way to establish strong brand awareness with your customers is by incorporating your brand into your email marketing campaigns.
Not only will this help your emails stand out in a perpetually crowded inbox, but they’ll also ensure your customers get to know your organization, your brand, and your products.
Not only that, but when you do email marketing the right way, you’ll be able to:
- Boost customer loyalty
- Increase ROI within marketing campaigns
- Decrease the rate at which customers unsubscribe
- Further establish your brand in the eyes of your customers
The right email to your customers can hold a lot of weight and power, so why not leverage it to your company’s advantage? Not only is it a cost-effective strategy, but it’s also a great way to stay relevant in the eyes of your customer.
Pull up a chair and let’s get started.
6 ways to combine your brand into email marketing
When you’re ready to roll up your sleeves and start creating an email marketing strategy, utilize these six methods for incorporating your brand, its imagery, and your products into your customers’ inbox.
1. Don’t be afraid to get personal
People can smell an inauthentic message a mile away. And yes, even in their inbox. If you treat all of your readers the exact same way, chances are good that they’ll start to notice.
In order to make sure the right elements of your brand reach the right people, you’ll need to employ a segmentation strategy. The process of email segmentation is when you send out specific and relevant content to each individual subscriber.
This is key for brand awareness because not all of your content is going to be relevant for everyone, and you want it in front of the right people. You can segment your readers based on:
- Age
- Gender
- Location
- Industry
Once you have this data, you can personalize your emails as you see fit. Doing so ensures readers feel like you really know them and don’t treat them all the same. This will boost your personal brand with your customers so they feel valued.
As an example, let’s say you’re an athletic equipment company about to release a new line of skis. You may consider sending the first round of emails announcing the new product to customers who have either bought skiing equipment from your company in the past or lives in a region where skiing is a popular activity.
At the end of the day, you want to keep your audience in mind before clicking send.
2. Find a template that works and stick to it
When creating an email template that aligns with your brand, here are some questions you can consider:
- Are we using the same font as the one on our website?
- Are the colors complementary to each other?
- Is the logo represented accurately?
- Is there a signature at the bottom including our company name?
- Can it be easily accessed on all devices?
- Is there a section that includes our social media channels?
- Is there an unsubscribe link in case users wish to opt-out or change their settings?
Thanks to A/B testing, you can push out more than one version of the templates your team creates and see which one performs better. Some templates may work better for different segments of people.
The more data you can collect here will allow you to reinforce brand recognition in a way that converts while also being easily recognized as coming from your brand.
Regardless of the templates you choose to use, keep your brand guidelines in mind. If your brand is known for its soft yellow hues, don’t create a template that’s neon green. Think of the emails within your marketing strategy as an extension of your website or app. The brand identity should be the same.
The same can be said for the tone of voice being used. If your brand is corporate consulting, you’ll need to keep it professional. If your brand is a beauty cosmetics brand, you can mix it up and have more fun.
No matter the direction you decide to go with, the tone and personality of your brand need to be consistent with all points of contact with your customer starting with the welcome email -- and that includes their email inbox.
The tone should start with the welcome email and follow suit for every other message your brand sends.
