When you’re trying to reach new customers and expand the potential of your brand, email marketing can be a powerful tool. A lot of businesses believe that email marketing is all about sales, but the truth is that today’s companies need a way to develop the relationships they have with their customers too. When used properly, an email marketing campaign can:
- Enhance customer loyalty
- Keep your company top of mind
- Boost the ROI of marketing campaigns
- Establish your brand as an authority/ thought leader
So, how can organizations improve their chances of building a strong brand with email marketing?
1. Establish a Strong Personality
If effective email marketing is all about building a connection with a target audience, it’s safe to say that businesses won’t get much done unless they have a solid identity for their customers to connect with. The best way for companies to start planning their email marketing strategy is to think about what kind of image they want to create for their organization. A brand personality can be friendly, sophisticated, or even innovative. The key is to choose something an audience can resonate with.
2. Use a Template
Human beings like patterns and consistency. The more brands stick to the same format with their customers, the more likely they are to develop a sense of affinity with their target audience. There are plenty of tools online today that can help with building effective email templates. With a template at the ready, any company can ensure a consistent presence in their customer’s inbox. However, it’s important to make sure that the template matches the brand. For instance:
- Use the logo to boost brand awareness
- Display company contact details
- Use fonts and colors that match the style of the business
- Adapt messaging styles to suit the company’s tone.
3. Personalize Each Campaign
Email campaigns are the most effective when segmented to suit the target audience. Splitting a list up into highly-targeted segments allows for more personalized messaging through email. In a world where customers want companies to tailor every advertisement to them, this extra level of customization can go a long way towards building stronger brand relationships.
4. Create Matching Landing Pages
Email marketing sales funnels can’t accomplish much without a landing page that matches the email template and generates conversions. Every email needs to have a powerful offer to drive customers back towards a brand website. Once the visitor arrives on that page, they need to see more information about the offer that led them there in the first place. A streamlined buyer journey is key to building a stronger brand reputation through email marketing.
5. Track Conversions
Email marketing strategies come in many different styles and formats. To find the solution that works best, companies need to track the performance of their campaigns and figure out what kind of design, message, and even subject line their customers respond best to. Often, the easiest way to track and measure the performance of email campaigns is with split tests.
Split tests involve testing unique graphics, layouts, and calls to action with each campaign to see whether your messages work better when a specific element changes.