Your business is a brand recognised by customers, prospects and suppliers. Without this brand image, external people won’t know what to expect. When customers are speaking to you in person, it is easy for you to present your brand. However, when you are sending an email – the brand image isn’t so easy to convey.
What you need to do, is design your email marketing campaigns so they match your business brand.
Does This Affect Email Marketing Results?
Email recipients are careful about which emails they open and how they interact with them. Customers are also very wary of scams that may seem to be from a legitimate brand but are in fact from internet scammers. Normally these scammers use a brand name, but don’t match the expected brand image.
Therefore, the first advantage of ensuring that your email matches your brand is that you can reassure your audience that the message is from you – and therefore increase open rates. The right brand can also help set you apart from the competition. For example, the subscriber might have signed up to three or four competitors of yours, as well as your email list – if you all send similar messages, the prospect won’t be able to differentiate between you and therefore their purchasing decision would be more difficult.
With more open rates, you’re going to attract more traffic to your website, which will organically grow your sales/enquiries.
Familiarity Grows When You Brand Emails
Research has shown that in 80% of sales, it can take between 5 and 12 interactions. If the majority of those interactions are based on email, you need to ensure that the familiarity of your brand is built up with each email as this makes it easier when you call your prospects.
As the brand familiarity grows, your customers will develop expectations of what is included in your email and that transfers to their treatment as a customer. For example, if you continuously email them useful information that can help them run their business, they will expect your services to be educationally driven.
This can be a great way for your business to impress prospects and for them to determine whether or not you really are the partner they need to help them.
Ways That Your Brand Image Can Be Inserted Into Your Email Design
There are many different ways that your business can create emails to match your brand image. Here is a quick checklist to ensure that you are getting your email design right.
- Colour – Colour is vital to your brand image. It doesn’t just look good, but it can also be a visual clue as to the personality of the brand (i.e. blue represents confidence and intelligence).
- Logo – Customers will expect your logo or another familiar brand image to be inserted somewhere in your email.
- Wording – How you speak to your customers and prospects is very important. Different organisations will have their own ways of conversing with customers or you might have defined terminology for your products/services.
- Message – The message that you are sending to your prospects is crucial. Some brands will only send certain messages (like educational, sales, related products to previous purchases).
- Social Media – your social media profiles are a good way to communicate your branding.
- Layout – Customers will expect to see your emails looking a certain way. This could be a mirror of what your website looks like, or be unique to your emails; either way, it should be consistent.
Your business’ brand image is very important. It’s even more important when you are sending emails as it reassures your audience that your message is legitimate and helps to build the expectations of your brand.
How do you build your brand through emails? How effective is it?
Let us know in the comments below.