How To Do Brand Building Through Email Marketing?

66% of customers purchase as a result of an email marketing message – Digital Marketing Association

Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers – McKinsey

The above two facts are more than enough to highlight the importance and effectiveness of email marketing campaigns for any business. The success of a company largely depends on its marketing efforts; email marketing is an excellent tool for brands to advertise themselves among the targeted audience. Marketing on all platforms is essential, but, none of the other mediums provide the direct and consistent interactions that emails offer. In this article, we will list out some valuable tips that can substantially enhance your brand-building efforts. Following these tips will ensure that your brand is received by the audience just the way you intend, which will boost your sales.

Start with a welcome mail 

Fun fact - The first few emailers of your campaign are the ones which enjoy the highest open rates. Therefore, it is essential to utilize them in the best way possible. A welcome mail is an excellent opportunity for brands to set the tone for all future correspondence. When users subscribe to your emails, they expect to know what’s in store for them. A welcome email is a brilliant tool to inform your customers about your products, services and what kind of information they will receive through the following emails. Also, greeting them with a warm and personalized welcome mail makes them feel valued.

Welcome emails also act as a tool to gather user information to curate your email content. Their areas of interests can be collected to tailor future email marketing campaigns. One of the good practices is to allow them to choose the frequency of email correspondence, like weekly, monthly, etc. This process comforts the customer, gets them more involved with the brand, and most importantly - they are assured that their mailbox won’t be bombarded with junk emails.

Create Value

No matter how fancy your email campaigns look, if they don’t create any value for the readers, they will fail at some point in time. Providing value with your email content is a crucial aspect of increasing your brand awareness. A lot of companies end up overselling themselves by constantly sending sales pitches. Strictly avoid doing that. Provide relevant and valuable content to your subscribers. The moment they feel that the material is not offering anything worthwhile to them, they will hit the unsubscribe button. 

To improve interactions with your customers, find your target audience, and their interests and preferences. Segmenting an email list into targeted micro-segments will allow you to create customer-focused email marketing campaigns, with highly relevant, valuable content. Use insightful content like industry knowledge, completed projects, future industry trend predictions, etc. to create value and engagement.

Consistency is the key

Creating a consistent brand image is quintessential. A consistent brand image will always create strong brand recall and will improve the conversion rate. You need to pre-decide your email marketing strategy and need to follow it consistently. If you are able to gain the trust of your subscribers, it can pave the way for a long-lasting relationship with them. Not only it will enhance your brand awareness, but will also boost your sales and revenues.

From your imagery to your content, everything must speak the same language. Even the formatting of the emails, delivery schedule, and frequency of emails should be consistent. All these steps will help in offering a unique brand experience to your customers and will increase their chances of converting into loyal customers from prospects.

Incorporate clear, effective CTAs

Call-to-action (CTA) tabs are the most critical elements of any marketing email. Remarkable marketing emails must contain a meaningful call-to-action. What’s the point of taking all the pain in creating the emails, consuming subscribers’ time and consuming their mailbox space if there’s no way to convert them?

It’s great if the content of your emails is relevant, segmented and personalized. This will surely increase open and click-through rates. However, what you really want is to prompt the customer to take further action. That’s why it is vital to create a strong and effective CTA. 

Ensure that you use a single, clearly visible CTA so that the customers know what they need to do and what will be the result. That’s the best way to keep the subscriber’s attention intact and smoothly guide them towards the next step in the buyer’s journey.

Create a matching landing page

The email marketing sales funnel is incomplete without a customized landing page that matches your email template. We have already stated the importance of consistency in communications. Further adding to the consistency quotient, it is important to align your emails and the landing page. A consistent brand experience enhances the user experience and increases the chances of a sale. 

Customized landing pages which display the offers mentioned in the email campaign is a perfect start. Moreover, the aesthetic style at both places should also be similar and must support a smooth, natural transition. The fonts, the brand logo, the layout and color, everything should have the same look and feel.

If we look at it from the customer’s perspective, it’s a terrible experience if they get enticed by the offer mentioned in the email and quickly click on the CTA, only to find themselves wandering on a landing page where they can’t locate the offer. 

To conclude

The competition in the digital marketing world is intensifying with each passing day. It’s getting tougher to be unique and stay ahead of the competition. Email marketing, if done right, is an excellent way of distinguishing your brand. If you follow the above tips, you can surely provide an edge to your brand and achieve mare sales. 

Are you looking for perfect email marketing templates? Check them out.