Imagine: you wake up tomorrow morning ready to start a new great day. You check the email and see two new letters: a letter from Apple, Pepsi or, well, let us say Nike, and a letter from a company you’ve never heard of. Which letter you’re more likely to open? The “branded” or a “no-name” one?
The answer is obvious. The letters from well-known brands have a significant advantage when it comes to grabbing the customers’ attention. That’s how the magic of a strong brand works.
Luckily for entrepreneurs, the customers’ behavior is predictable and controllable. And a strong band can become a powerful tool helping business people to increase the profits. This post is aimed to show you several ways of turning the brand into an email marketing booster.
How Brand Identity Influences Your Email Marketing Campaigns
1. Increases credibility
People tend to base their decisions on trust. Only the company that managed to earn the audience’s trust dominates the market. So the greater number of customers knows you, your products, and services the higher efficiency your e-marketing campaigns will have.
The trick is that people you send emails to don’t necessarily have to be your customers. They just have to be aware of your company. The power of the brand and the word of the mouth will do the rest. It works like this:
“Oh, a letter from Benchmark Email. Hmmm… Sally told me it helped her create an outstanding custom email template for the recent campaign. Let’s see, maybe it can do something for me as well.”
If you’re a burgeoning entrepreneur and your company doesn’t have an established brand yet be ready to see lower open rates. But the numbers will grow as your brand becomes more popular and credible.
2. Improves the ROI
If your band is strong enough the brand name itself becomes the greatest attraction. A new product from a famous brand always provokes a market insanity. Remember what happens when the new iPhone or the new Yeezys come out? People may not even need the new phone or another pair of shoes but they will buy the product because of a brand loyalty.
Of course, not many companies out there have a brand as strong as Apple or Adidas but that’s totally fine! As long as you keep investing time and efforts in your brand the e-marketing campaigns will become more and more effective. As they say, branding is the reason you buy something and marketing is the reason you think of buying something.
So use the benefits the brand loyalty can bring to your email marketing campaigns. The stronger your brand becomes, the more people are aware of it, the higher number of potential customers will not only open your marketing emails but will also accept your offer.
Sure, at first you may have to attract the audience with something alluring like “2 for 1 special” or time-sensitive discount coupons but as time goes by the brand will do the same work increasing your open rates and ROI.
3. Helps you stand out
One of the main problems the modern marketers confront is that the great number of the offerings from the rival companies have a similar set of features and roughly the same level of quality. Even the e-marketing templates the competitors use may be identical (as they appeal to the same audience). In this case, only the brand values your company stands on will help you stick out.
For example, the cosmetics brand Lush has numerous competitors offering hair and body care products. Many of them use natural ingredients and try to be as customer-friendly as possible. But only Lush is well-known as a “green brand”. This company has spent years building up unique eco-friendly practices and now the word “Lush” is a synonym for “cruelty-free brand”, “all-natural brand”, and “eco-conscious brand”. Every little detail from products’ packaging to shops’ interiors are well thought. No Lush’s competitor has an image like that.
Be like Lush. Stay true to the chosen brand values and they will make your products, services, and marketing campaigns noticeable and appreciated.
4. Enhances the reputation
Email marketing is one of the most effective marketing tools ever invented. It can get you sales and leads, it can get you basic recognition. But only branding can reinforce your business reputation and win you the audience’s hearts.
Let’s say you’ve created your first startup and started promoting your product using e-marketing. It worked and you got a bunch of customers. But unfortunately the product wasn’t good enough and the clients didn’t really enjoy it. There are two ways to deal with the situation: either launch another marketing campaign and sell some more crappy products or fix the product and rebrand it.
Sure, the first option will bring you some money. But it will also bury your reputation. On the other hand, rebranding is something that can turn a failure into a future success. Basically, your brand = your reputation. And a solid reputation has always been the greatest asset in any e-marketing campaign.
The history knows many examples of successful rebranding. If even the well-known brands like Old Spice that have a reputation to put on stake could do it, the virgin entrepreneurs can do it too.
Remember, just a decade ago, in the mid-2000s, Old Spice was an “old school” and “dad” brand. No young people particularly wanted to use it. Then a series of fun ads came out (who can forget a horse on the beach?!) and the brand’s sales went up.
5. Creates meaning
Nowadays the business success is no longer about money. It’s not enough to offer the best quality-price ratio. The customers lean towards the companies and products that have a meaning, create a connection and actually make a difference.
Only the strong brand can turn all of your marketing efforts into the meaningful ones. Then again, the meaning you’ll put in the marketing campaigns totally depends on your brand values and the message you’d like to convey.
The great example of a meaningful marketing campaign is Nike’s “No excuses” featuring an athlete with disabilities. This commercial isn’t really selling anything. It inspires and makes you think. That’s how the brand creates a meaning. And it definitely works for any marketing channel possible (including email marketing).
At this point you may think something like:
“Well, that’s all great. But I’m a first-time entrepreneur with no experience in the brand establishment. The e-marketing campaigns I launch look nothing like Apple’s or Starbucks’. Should I give up on even trying?”
Not at all! Just keep reading!
How To Turn A “No Name” Email Into A “Branded” One
Here are just a few most simple yet efficient recommended practices that will help you make your emails and e-marketing campaigns better.
1. Turn a milk-and-water template into your canvas
Customizing an email template isn’t as hard as it seems. Start with adding your logo plus corporate colors and fonts. If you still haven’t worked on a brand identity fix that immediately. There are plenty of modern design tools that can help you out.
Logo design is as important as any other business steps you take. The logo is your company’s face. This tiny picture will be everywhere: on your website, your products, ads, your emails, of course! The right combination of a logo design, corporate colors and fonts is the perfect basis for a strong brand identity (and that’s exactly what every entrepreneur needs). So make sure you have some “colors” to throw on your email template “canvas”.
Remember, this step is vital. No business email without a company logo will look professional.
2. Keep the balance of text and images
The “all text” emails not only look outdated they harm your marketing efficiency and kill the customers’ engagement. Don’t be afraid to add some visuals that will support your brand message. Choose the images that will make the audience feel good and secure, that will help to get to know your company or product and like it.
On the other hand, the excessive use of “all pictures” emails isn’t good either. The high-resolution images may be hard to load on some smartphones. Plus the poor choice of visuals can make your emails look childish, empty, and unprofessional. Stick to a mix of text and images to keep the email trustworthy and good-looking.
3. Stay in touch
All of the business emails (whether they’re marketing something or not) should always include the relevant contact info. And it’s not only “name + position + phone” combo in the bottom of a template.
Add the website link, the clickable icons that will lead to your corporate social media profiles, a Skype ID to get in touch with you or your support team. The more options the customer has the more credible your email looks.
4. Choose the right tone
The tone of your emails becomes even more important when it comes to e-marketing. When composing an email make sure the tone you’ve chosen fits the brand identity.
The brand tone sets up the way you communicate with your audience. Is it fun and flirty? Strict and formal? Kind and approachable? Think about it before launching a marketing campaign and stay to true to the chosen tone during the whole communication process.
5. Get a professional-looking address
The last but not least is your email address and a visible name. This might seem like a Sunday school truth but no email will look trustworthy if the address is something like firstname.lastname@example.org and the sender’s name is John Doe. Just make sure this section of your email looks right.
A Short and Not Boring Final Word
The email marketing and banding will always go hand in hand.
The stronger the one the better is another.
Just don’t forget that building a brand is a process that you can start once but never can actually end. Experiment, stay positive and who knows, maybe in the nearest future you’ll see your company’s name as an example of “the greatest brand ever created.”