How To Build Your Campaigns To Match Your Brand
Your email campaigns will be better received by your audience if your email messages are branded.
Branding introduces reliability, expectations and above all trust to your subscribers. These are all the qualities a potential customer wants to see.
Here are six simple steps to make your email marketing campaigns better aligned to your brand.
1. Add Your Logo
There is nothing more important than your logo within the body of the email. It is the symbol of your business, and your audience should connect it with your brand within seconds.
A good logo will also describe who you are and what your business’ values are.
There is no one, best location for your logo. However, it could be useful to place the logo at the top for immediate identification, or at the bottom where your signature would usually go.
2. Use Colours That Represent Your Brand
Don’t be too free with your colour choice. Colours have an emotional impact on the reader, and certain colours will represent your brand more than others. For example, blue colours tend to represent expertise and authority while red can be perfect for passionate brands.
Be careful with certain colour combinations as some are copyrighted. While you might not be sued if you are in a non-competitive industry, certain big brands might take offence if you sell similar products and use a similar colour or combination of colours for your logo.
Colours used within the body of the email should complement your logo.
3. Add Visuals
Visuals are an important aspect for your marketing emails. They put your email into context for your audience, making it easier for them to understand your offer or message.
Many sites offer quality visuals, e.g. Pixabay and these photos are free for commercial use. Another site to take a look at is FreeDigitalPhotos.net, which can be free to use for a reference, or images bought for a reasonable price. Check the terms and conditions of any images you use and/or purchase carefully.
Or, if possible, you could take good quality, high-resolution photos yourself.
4. Use Consistent Fonts
In the same way that colours can distinguish your brand and its ethics – so can the font you use. Customers will expect your brand to use one or two fonts in all its communications. Your chosen fonts can say a lot about your brand and how it operates.
Don’t constantly change the font you use in emails. It can get confusing for your audience, and lower the success rate of your campaigns.
5. Include Relevant Links
You may think that links have nothing to do with branding, but it can be the aspect that signifies your brand beyond the email. For instance, if you connect to blog posts, then you are saying that information is a key aspect of your brand, if you connect to a social media page, you are identifying interconnectivity and communication as having a major role.
Think carefully about what you want your brand to represent and then express this by your choice of links on your email.
6. Find Your Voice
Each brand has a unique way of speaking to their audience. Some will emphasise formal sentences while others will be informal. Finding your voice, and keeping it consistent is of vital importance and each tone and style will attract a different audience.
Think carefully about your audience and how they talk to their peers before you decide on any particular voice for your brand. At the same time, consider how your staff speak.
And, keep it consistent. If your mailing content speaks one way, but then the customer gets another style when they contact your customer services, they could get confused and even wonder if they’ve contacted the right business.
Branding Your Emails Couldn’t Be Easier
With these six points in action, your emails will be better placed to connect with your audience. You should start to see open rates and click-through rates increase and with better results will come higher ROI on email marketing, more revenue, and growth within your business.
How do you brand your email marketing messages? Have you changed it recently and regretted it?
Let us know in the comments below.