In email marketing we are always talking about conversion, experience, making smart use of data and testing. But have you ever thought about how your emails reflect on the image a recipient has of your company? Let’s look at the branding effects of the email channel.
All the products you use are brands. Your company is a brand and if you are customer facing, you are be a (personal) brand too. Email marketing can be a uniquely strong branding tool, if used correctly. So what does that mean for the email marketer.
What is in a name?
Imagine you owned a small piece of real estate in your buyers’ brains. Which message would you like to see in there and when should it pop-up?
A brand is the way that customers recognise your business and an anchor for how they perceive you. A logo and brand name are there to be recognisable – and represent the business and intentions of an organization. You know that by being top-of-mind and a trusted brand stacks the deck in your favour. – it is that little piece of brain real estate.
A brand is carried by all their brand communication: visual, written and across all channels. That includes your website, customer service, shop, blog articles, products and of course your email marketing.
More depth than just the product
A strong brand offers more depth than just a product or a service. Organisations that think: “a car is a car”, “a shop is a shop” or “”cheese is cheese” (I am a big cheese fan) won’t get past promotions that sum up product features and discounted prices. Branding is the reason why people choose Coca-Cola instead of an unknown store brand even if it is more expensive. There is so much more possible through branding and positioning.
But what does that have to do with email marketing? Compare these two lists:
Do you see the resemblance? This is why it is easier for strong brands to grow their email lists and for companies with a great email program to improve their brand strength. And you can do both!
Branding and your email marketing program
When synchronising your brand and your email marketing program, it is critical to have a clear view of what your current brand is in essence. A well-defined brand can serve as a starting point and a your measuring stick for evaluating your email marketing strategy and individual campaigns and materials.
Test your email on branding value
With every email you are making a conscious contribution to how your subscribers will perceive your brand now and in the future.
- What is your core message, slogan if you will and is this reflected in your email
- What makes your brand unique or the better choice does it come out?
- Is the tone of Voice and imagery consistent
- What types of people do your products and services attract? Is it catered to them?
- What does (and should) your target audience think about your current brand and does it match?
As a marketer or business owner you might have read about Branding and Consistency before. Consistency is an important part of branding. You want to be recognised and your message to stay top of mind. Repeating and amplifying a message will reinforce it. sending out two conflicting messages might be confusing to subscribers. Logo, colour usage, tone-of-voice are all contributors to your brand. Make sure they are in place, but they don’t define your whole brand.
Next time you send out an email, just consider if your message is amplifying or sabotaging the way subscribers experience your brand. And… will it stick ?