According to statistics, the average number of emails both sent and received every day is 269 billion.
This is enough to understand the potential of an email. People use email as a medium for both personal and professional whereabouts. Emails have made communication quick and immediate.
With the right amount of marketing channels brands can not only chance upon the right set of target audience but can easily change prospects in to loyal customers.
Email marketing is the most effective strategy to grow awareness, grab attention and convert prospects into regular customers. It is one of the most effective digital marketing strategy. It helps you segment your marketing content, reach out individually, and personalize your communication based on your relationship with the potential customer.
But before jumping into the numbers game and setting your expectations high, there are a key points you need to lookout for the email marketing campaign to work that well.
Why brand identity matters?
If you have a strong brand identity, you gain a lot of recognition from your customers which directly leads to their trust on your brand. We already know that there are a lot of brands in the market and being recognized and trusted by your customers can separate you from your competitors.
Email marketing is a very powerful tool to use if you are looking to build your brand identity and not just that, it will also provide you an intimate and direct experience with your users.
We’ve compiled a list of 6 ways you can build your brand identity effectively. This is your cheat sheet.
Your welcome mail:
They say your first impression is your last impression. When someone checks-out of your website, they should leave feeling good. For this, a welcome mail is a brilliant idea to engage with the lead proving to be both friendly and purposeful.
You can use this opportunity of a welcome mail to guide your lead across the website and highlight the benefits and functionality of your company. Let them know what they can expect from you. Tell them you are accessible by letting them know how to reach you. Your welcome mail is the first direct service you provide to your users and the way you handle it will leave a strong impression of your brand on your users.
Consistent email template:
People like consistency. If you follow a pattern using a consistent template, people are more prone to growing fond of your emails and relatively your brand. This will get your audience to trust you more and turn it into loyalty.
Email marketing templates are a great way to reinforce brand recognition. Being clear about what you are and what you offer has a deep effect on gaining and maintaining a customer base.
Use this opportunity to create your brand’s style. Practicing consistency will lead people to connect elements to your brand and making your emails easily recognizable as your brand.
Also make sure your email sign-up page is consistent along with your branding.
Strengthen relationships with your customers:
An excellent Brand identity essentially means how strong a brand’s relationship is with their customers. It is necessary that you establish a strong communication with your audience and send them the kind of content they enjoy.
Right from your welcome mail, start building communication by interacting with your customers. Ask them what they want to read or know more of. Accordingly send them various options for newsletters they can subscribe to.
Welcome emails, as well as lead nurturing emails, can help foster relationships. They help the prospect learn everything they want to about your brand.
CTAs or Call to Actions:
The main reason why you send emails is to drive people to your website. But that’s not the sole purpose. Emails provide visual and text information about your brand to your customers. This contributes in building your brand identity.
Use call to actions or CTAs, when it’s clear what you want readers to do and what they will gain from it. Your emails shouldn’t just be informative but also help assist customers in moving forward with you.
Avoid heavy sales pitches:
Email campaigns are a simple way to communicate that a brand is an authority in their niche. A brand that is only interested in sales will find that their email drop-off rate is high.
The best way to ensure that customers remain loyal is to offer solutions to problems that they are facing. By offering solution-focused email content customers will not only remain engaged with the brand but will be eagerly awaiting the next email follow up. The sales will come later.
Providing meaningful content:
One thing that will make your brand stand out is the quality of content you provide. The better quality, the more brand recognition. You should not only provide content about your company/brand/products/services, but also topics that are relative to the idea of your brand.
The images, visuals and videos that you use in your content also counts. You’ll want to make sure you incorporate high-quality and appropriate images. Highlight the content so readers don’t miss and are encouraged to click through. High quality content will put a good impression on your readers about your brand.
There never has been a better medium for keeping customers engaged. A well thought out email campaign can run for many months and keep customers coming back for repeat visits and repeat conversions. If you’re not employing your email marketing strategy to its full potential it’s time to get to work on content and mailers and start thinking about how to keep those customers coming back.