Email marketing — though considered by some an archaic means to market a brand — is still thriving as one of the most efficient channels worldwide. Most importantly, it's still an area with big growth potential for brands.
There were 4 billion email users worldwide in 2020 and this number is expected to increase to 4.6 billion by 2025. This means that with the right email marketing strategy, you can successfully brand your business and gain more customers.
However, the process takes time to yield fruitful results, and expecting an outcome overnight is unwise.
But we're here to help! This article provides actionable steps to help you build brand identity through email marketing — with examples from the experts.
Why Is Brand Identity Important?
Brands build brand identity because consumers are more likely to trust and rely on a brand with a strong brand identity.
Typically, the brand identity of a business involves showcasing a consistent interface and content that meets the original business goals. Designing a high-quality brand identity system and logo can attract users and develop a good first impression. These consumers would potentially remember your brand and later convert into buyers.
Also, having a reliable brand image ensures high credibility. Businesses that focus on creating and promoting marketing strategies like banner images, video ads, and online promotional ads gain more impressions. In turn, viewers can start to believe that your business is reputable and trustworthy of their time and money.
One way to successfully build brand identity is to utilize effective and affordable strategies, like email marketing. With this content, you can show your users what you have to offer and represent your brand’s aim.
Also, adding guidelines on how to use the services/platform can impress new subscribers. Here, keep in mind it's important to maintain consistency in the tone of the content you push in your emails to all users.
How to Build Brand Identity Via Email Marketing
Creating and promoting an accurate brand image contributes to the success of a business. There are various ways in which you can improve your relationship with users and build brand identity through email marketing.
1. A Strong Welcome Email
Creating a good first impression is crucial for improving brand image among consumers. Typically, viewers take around 0.05 seconds to assess the digital layout of a website and form their opinion on your business.
When it comes to emails, the first impression occurs via "Welcome" emails that are sent to new subscribers. For the best outcome, it's a good idea to add information that will guide new users, so they know what to expect from your brand. Also, you can add a welcoming quote to emphasize how much you are looking forward to having them as a customer.
One example of a robust welcome email is that of Canva. They've created an engaging and friendly write-up, provided a step-by-step guide for new users, and kept the content brief and to-the-point.
Typically, adding an engaging tone in the welcome email allows users to expect the same consistency from the brand’s services going forward. For instance, if the welcome email is user-friendly and interactive, customers will be more likely to feel that the business cares about their opinions.
Thus, customers feel more connected to a company's brand identity if its email tone is uniform and pleasant across all communication.
For your brand’s welcome email, choose a format that will help you connect with new customers and acknowledges their efforts. Users are more likely to trust and rely on a company if they find the first message helpful.
2. Redirect Your Readers To Your Website / Blog
Adding a compelling blurb and CTA is one of the best ways to redirect your email readers to your blogs. To get people clicking, you'll need to use creative wording that evokes a sense of excitement, while also suggesting the next course of action for the users to take.
Don’t add something that the user may not see in the blog, as it will decrease trust in your brand.
For the CTA itself, use action-related words such as "Download Now!" or “Our New Success Story”. It's essential that the readers feel interested enough to take action. You can take things one step forward by using personalized CTAs, which can increase your readers' trust in you by 42x.
Consumers feel more inclined to trust a brand when they can quickly access their blog or website to find all the relevant information. Easy access to vital information about your brand makes it easier to connect with customers and answer all their burning questions — which is extremely important for a strong brand image.
However, you don't necessarily have to send your readers to just your blog. If your brand is featured in a magazine or publication, that too can be a good place to redirect consumers.
Pro Tip: Make sure to use short phrases, and keep your text large and noticeable. Remember that you need to draw in users' attention without going overboard.
3. Personalize Your Content
A touch of personalization can have a significant impact on your branding efforts. Statistically, 77% of marketers push personalized content to users who have subscribed to their email.
Most customers prefer brands that speak directly to them and add content that is oriented to their preference.
It can be as easy as using a customer's first name in your greeting. You can also add personal sign-offs at the end. Moreover, you can send customized emails with graphics or videos on birthdays, anniversaries, and other special occasions — or even just a simple thank you video — to forge a special, more personal bond.
The more you build an emotional connection with your audience, the higher the chances of conversions and referrals.
Since this is the first thing a viewer would notice, it sets precedence for the rest of the brand experience. Readers will feel that your brand is dependable and customer-friendly if you focus on meeting your customers’ interests and demands.
Indeed, personalized email content can portray your brand’s image as one that cares about its clients, not just meeting the sales quota.
Personalizing the email content itself boosts engagement rates as well. For example, Moosend has a good personalized welcome email, which includes the quote: “(Client’s-name), Welcome to Moosend!” You can create a similarly engaging and interactive personalized email for your brand to gain more loyal subscribers.
4. Limit The Sales Pitch
Customers do not like constant emails promoting products or services. This can actually have a countereffect and reduce their interest in your brand. Therefore, brand owners should avoid pushing sales-oriented emails too much.
Where you do send such an email, focus on targeting people that have indicated interest. This will help streamline your brand’s promotional marketing strategies to a selected group who are possibly more amenable towards getting said advertisements.
In terms of your brand’s image, the recipients will consider your company dependable. Furthermore, they're more likely to turn into your loyal customers compared to other businesses who continuously bombard them with sales pitches in email form.
Overall, implementing lead scoring for your emails will help you recognize a solid behavioral pattern. This targeted promotion will improve their experience and your brand image compared to generic product promotion emails.
5. Create Short & Crisp Emails
In today's era, most people view emails on-the-go. That is why penning short and concise emails is of the utmost importance.
Instead of only including text, try adding visuals. Emails with graphics have an opening rate of 27%) compared to text-based emails, which stand at just 20%.
It's crucial to remember that generic texts can distract the attention of the user. You need to think outside the box and move away from conventional layouts to garner enhanced audience attention. Even if you want to opt for the text-based format, make sure that the content is engaging and concise. Delivering value with every email is vital for lead generation.
Most users don't have the time or patience to read through long emails — regardless of the content. Consumers currently prefer to-the-point content that provides consistent rewards and is easy-to-use.
A short and personalized email with clear information works on all fronts and establishes value-centric brand identity.
6. An Unique Subject Line Helps
The best way to enhance your leads is to incorporate a catchy subject line in your email.
Statistics reveal that 47% of users open emails just by seeing the subject line. If the subject line is enticing, you can expect more clickthrough rates, which can ultimately lead to improved conversion rates.
It is vital to maintain balance while writing the subject line. If it's too long, the user will lose interest, and if it's too short, you run the risk of not conveying enough information. Moreover, usage of terms like discount, offer, bonus, etc., can impact audience attention.
A concise email with a unique subject line gives off the image that the sender (in this case, your company) is straightforward and fresh. Most users feel drawn towards interesting or new content/services compared to something expected. Also, a unique title that mentions the solution they are after would likely create a trustworthy brand image.
The addition of adjectives and verbs can make a mundane line quirky and engaging. It is vital to keep in mind that it is the subject line that ultimately compels the user to read the message.
Email marketing is an effective tool for increasing customer interest, promoting the brand, and generating leads. It's important to keep in mind that the end-users and their interests are the main priority.
Therefore, orient your email campaigns with content, tone, and tools that your target audience prefers. With the strategies mentioned earlier, you can create high-quality emails that are informative and engaging to generate high CTRs.