Email marketing, though considered an archaic means to market a brand, is still thriving as one of the most efficient channels used worldwide. And is still an area with big growth potential for brands.
The number of email users worldwide was 4 billion in 2020 and is expected to reach 4.6 billion by 2025. This means that, with the right email marketing strategy, you can successfully brand your business and gain more customers. However, the process takes time to yield fruitful results, and expecting an outcome overnight is unwise.
But we are here to help! This article provides actionable steps to help you build brand identity through email marketing — with examples from the experts.
Why Is Brand Identity Important?
Brands build brand identity because consumers are more likely to trust and rely on a brand with a strong brand identity.
Typically, the brand identity of a business involves showcasing a consistent interface and content that meets the original business goals. Designing a high-quality brand identity system and logo can attract users and develop a good first impression. These consumers would potentially remember your brand and later convert into buyers.
Also, having a reliable brand image ensures high credibility. To note, businesses that focus on creating and promoting different initiatives like banner images, video ads, and online promotional ads gain more impressions. In turn, viewers would start to believe that your business is reputable and trustworthy of their time and investment.
One way to successfully build brand identity is to utilize effective and affordable strategies, like email marketing. With this content, you can show your users what you have to offer and represent your brand’s aim. Also, adding guidelines on how to use the services/platform would impress the new subscribers as well. Here, keep in mind to maintain consistency in the tone and content you push in the email content to all users.
How to Build Brand Identity Via Email Marketing
Creating and promoting an accurate brand image contributes to the success of a business. There are various ways in which you can improve your relationship with users and build brand identity through email marketing.
1. A Strong Welcome Email
Creating a good first impression is crucial for improving brand image among consumers. Typically, viewers take around 0.05 seconds to see the digital layout of a website and form their opinion on your business. In the case of emails, such a first impression occurs through welcome emails that are sent to the subscribers. For the best outcome, add information that will guide the readers on what they can expect from your brand. Also, you can add a welcome quote defining how much you are looking forward to serving the reader.
One example of a robust welcome email is that of Canva. They create an engaging and friendly write-up, providing a step-by-step guide for new users, keeping the content brief and to the point.
Typically, adding an engaging tone in the welcome email allows users to expect the same consistency from the brand’s services going forward. For instance, if the welcome email is user-friendly and interactive, the reader would consider that the business cares about the user’s opinions. Thereafter, customers feel more connected to the brand identity in general if the email tone is uniform and pleasant consistently.
For your brand’s welcome email, create a format that connects with the reader and acknowledges their efforts. Users are more likely to trust and rely on a company if they find the first message helpful.
2. Redirect Your Readers To Your Website / Blog
Adding a compiling blurb and CTA is one of the best ways to redirect your email readers to your blogs. To get people clicking, you will need to use creative words that evoke a sense of excitement, while also suggesting the next course of action for the users to take. Don’t add something that the user may not see in the blog. It will decrease trust in your brand.
For the CTA itself, use action-related words such as “Download Now!” or “Our New Success Story”. It is essential that the readers feel interested enough to take action. You can take things one step forward by using personalized CTAs, which can 42X your readers trust in you.
Consumers will feel more inclined to trust a brand when they can reach their blogs or website, and find all the relevant information. It is easier to connect with the reader and salvage all their burning questions, which is extremely important for a strong brand image.
To note, you do not necessarily need to bring your readers to your blog only. If your brand is featured in a magazine or publication, that too can also be a good place to redirect the users to.
Pro Tip: Make sure to use short phrases, keeping the text large and noticeable. Here, keep in mind that you need to draw in users’ attention, but do not go overboard.
3. Personalize The Content
A touch of personalization can have a significant impact on your branding efforts. Statistically, 77% of marketers push personalized content to users who have subscribed to their email. Most customers prefer brands that speak directly to them and add content that is oriented to their preference.
It can be as easy as just using the first name of the user in your greeting. You can also add personal sign-offs at the end. Moreover, you can further send customized emails with graphics or videos on birthdays, anniversaries, and other special occasions or even just a simple thank you video to make a special bond that is more personal. The more you build an emotional connection with your audience, the higher the chances of conversions and referrals.
Since this is the first thing a viewer would notice, it sets precedence for the rest of the brand experience. Readers would feel that the brand is dependable and customer-friendly; the business is focused on meeting their customers’ interest points and demands. Indeed, personalized email content would portray your brand’s image as one that cares about its clients, not just meeting the sales quota.
Personalizing the email content itself boosts engagement rates as well. For example, Moosend has a good personalized welcome email with a quote like “(Client’s-name), Welcome to Moosend!” You can create a similarly engaging and interactive personalized email for your brand to gain more loyal subscribers.
4. Limit The Sales Pitch
Customers do not like constant emails promoting products or services. This can actually have a countereffect and reduce their interest in your brand. Therefore, brand owners should avoid pushing sales-oriented emails too much.
In the cases where you do send such an email, just target people that have indicated an interest in the product. This would help streamline your brand’s promotional strategies to a selected group who are possibly more amenable towards getting said advertisements. In terms of your brand’s image, the recipients would consider your company dependable. They would likely turn into your loyal customers compared to other businesses who continuously bombard them with sales pitches in email form.
Overall, implementing lead scoring for your emails will help you recognize a solid behavioral pattern. This targeted promotion will improve their experience and your brand image compared to generic product promotion emails.
5. Create Short & Crisp Emails
In today’s era, most people view emails on the go. That is why penning short and concise emails is of utmost importance.
Instead of texts, try to include visuals. Emails with graphics have an opening rate of 27%.) compared to text-based emails, which stands at just 20%.
It is crucial to remember that generic texts can distract the attention of the user. You must think out-of-the-box and step out of the conventional layouts to garner enhanced audience attention. Even if you want to opt for the text-based format, make sure that the content is engaging and concise. Indeed, delivering value with every email is vital for lead generation.
To note, most users do not have the time or the patience to read through long emails regardless of the content. Consumers currently prefer to-the-point content that provides consistent rewards and is easy to use. A short and personalized email with clear information fits on all fronts and establishes value-centric brand identity.
6. An Unique Subject Line Helps
The best way to enhance your leads is to incorporate a catchy subject line in your email. Statistics reveal that 47% of users open emails just by seeing the subject line. If the subject line is enticing, you can expect more clickthrough rates which can ultimately lead to improved conversion rates.
It is vital to maintain balance while writing the subject line. If it is too big, the user will lose interest, and if it’s too short, you run the risk of not conveying appropriate information. Moreover, usage of the terms — discount, offer, bonus, etc., can impact audience attention.
Indeed, a concise email with a unique subject line gives off the image that the sender (in this case, your company) is straightforward and fresh. Most users feel drawn towards interesting or new content/services compared to something expected. Also, a unique title that mentions the solution they are after would likely create a trustworthy brand image.
The addition of adjectives and verbs can make a mundane line quirky and engaging. It is vital to keep in mind that it is the subject line that ultimately compels the user to read the message.
Final Thoughts
Email marketing is an effective tool for increasing customer interest, promoting the brand, and generating leads. Here, it is important to keep in mind that the end-users and their interests are the main priority. Therefore, orient your email campaigns with content, tone, and tools that your target audience prefers. With the strategies mentioned earlier, you can create high-quality emails that are informative and engaging to generate high CTRs.
Originally published at https://www.latana.com.
