Typically, companies seek to get first touches with potential audiences through advertising on outreach platforms: offline, major online media, social networks and blogs. The goal of this approach is to draw attention to the brand.
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Email marketing is used for the next step – increasing awareness through multiple touches. Through the mailing list, a person sees the brand constantly on the screen and remembers it. As soon as a person needs a product or service from the company’s catalog or even to find out about a Teen Patti rating, they will immediately think of the brand they know.
So mailings are a powerful tool to strengthen the brand and increase audience loyalty. Let’s find out how to build a company’s brand awareness. Logo – added to the header, banners, and footer, use an online logo maker to make your branding easier.
Identify Key Brand Characteristics
Work on brand reinforcement should build on its key characteristics. These include:
- Positioning – how the brand presents itself, how it differs from others.
- Mission and values – what is important for the brand, what it broadcasts, what rules and ideas it adheres to.
- Tone – style of communication with clients, what you can and can’t write about, what info points are appropriate to use.
- USP – this is a competitive advantage, which indicates the value of the product for the client and the difference from competitors.
- Brand book – the rules of visual design from the font to the rules of arrangement of branding elements.
Based on these characteristics, think about how you can use them in your mailings. Usually, three approaches are used:
- Create a uniform letter design so that subscribers remember the brand image.
- Make the mailing interesting for the target audience.
- Send brand-forming newsletters or add branding blocks to ordinary emails.
It’s best to use all options, as each one contributes to the company’s visibility.
Create a Newsletter Branding Guideline
The guideline should have comprehensive information on how to present the brand and build brand awareness through email marketing. From the sender’s name to the design and wording of the email header.
Sender Name and Avatar
The sender’s name and avatar are the first brand elements a user sees in an email inbox.
The choice of name depends on the communication style with the audience:
- The brand adheres to a detached and neutral style – the newsletter should be sent on behalf of the company.
- The brand favors personal and intimate communication – it’s better to use the email marketer’s name.
If the brand has a recognizable mascot, write on their behalf, this will create an emotional connection with them. But if the mascot is unfamiliar to the audience, it’s better to raise its recognition in the newsletter first and only after that send emails on its behalf.
The sender’s avatar is a little easier – it can be a company logo.
The name of the employee and the company name as the sender is one of the most successful branding options. Such a move humanizes the sender, since an email newsletter is a dialogue. The subscriber knows who to contact and with whom he communicated. And the sender’s name can also be an element of segmentation.
The main tool to increase brand awareness is the visual. It should be the main focus. To build a design strategy for letters, you’ll need:
- Corporate colors – banners, text accents and icons are designed in this color scheme.
- Logo – added to the header, banners and footer.
- The structure of the e-mail – the order in which the different blocks are placed, how they are designed.
- Typography – fonts to be used, which font and point size is allowed for titles, subheadings and body text, how accents in the text are made.
- Rules for banners – what can and can not be used in pictures, what color combinations are not allowed, the presets.
The rules for different parts of the letter are also studied separately:
- Letter header – usually contains elements of branding, links to catalog sections, contact information.
- Banner – should catch and motivate you to look through the letter completely, but keep the recognizable style to develop brand awareness.
- The main block with text, banners, or selections – the tone of the text, rules for product cards, CTA, and so on.
- Footer and signature – company contacts, links to social networks, branding elements.
The Text and the Headline of the Letter
Text is another powerful tool for building brand awareness. It helps create a stable and recognizable brand image, with which there will be an emotional connection.
The approach to texts is influenced by brand positioning, values and tone of communication. So study them carefully and set rules for newsletter text. For example:
- Write simply and concisely but explain complex things in detail.
- Don’t be boring and don’t use clerical language.
- Don’t preach to the reader but help him understand.
- Don’t write about politics and global economics.
- Use emoticons in our letters.
This will result in a policy for mailing lists, which will form a strategy of brand recognition in email marketing. And if the company adheres to the same communication style in other channels, the brand image will become seamless and the communication will be recognizable.
Make the Newsletter Interesting
To do this, you need to carefully study the target audience: their interests, behavior on the site, and reaction to the newsletter. So you can understand which letters can interest them.
Universal recommendations will help any company to make mailing more interesting so that it works to increase brand awareness.
Segmenting Your Customer Base
Customers have different interests and requests, so you shouldn’t send the same emails to all subscribers: what’s interesting to some is not important to others.
That’s why you should divide your customer base into segments based on their interests, behavior on the website, or the source of their subscriptions, so you can send them information that is relevant for them. Then the mailing will be relevant and interesting to subscribers, which is good for building brand awareness.
Personalization of Emails
Personalization can multiply customer communication and strengthen brand positioning. It allows you to create newsletters whose content is tailored individually to each user.
Automation of Newsletters
Modern services allow you to automate communication with the audience:
- Send letters on a schedule.
- Send letters in response to action or inaction of the subscriber – welcome messages, reminders of payment, order confirmation.
- Automate division into segments
- Include personal information in the message – from name to viewed products on the site.
All of this allows you to increase the number and quality of touches with your audience, which greatly improves the quality of email marketing. Automation takes away routine work and frees up marketer time for more complex tasks and in-depth analysis of brand awareness metrics.
Omnichannel communication allows you to combine multiple communication channels so you don’t bore your subscriber. For example, analyze that a subscriber responds better to a messenger message than an email. Then you can set up the mailing so that the message is sent first to the messenger, and only if the client doesn’t react there, to email.
Add Brand Shaping Newsletters
These mailings include both standard emails with added brand information and individual emails about the company. Let’s break them down in more detail.
Onboarding and Welcome Letters
These letters work well to increase brand awareness because they tell the subscriber about the company. These letters help strengthen the contact with a new subscriber and immediately engage him or her in the communication.
Onboarding and greeting are better done in a chain format, then you can tell more about the brand and not overload one letter with information. For example, a greeting chain for a cosmetics store might look like this:
- How to choose the right welcome letter for email marketing.
- How to write a welcome email message.
- Greetings of a new subscriber and short introduction to the catalog.
- Information about promotions, loyalty programs and bonuses.
- Information about the brand and its values.
- customer reviews and recommendations of top products from bloggers.
Engaging and Helpful Emails
These newsletters hold attention and increase the quality of interaction by creating the right emotional connection to the brand. That’s why add them to your content plan:
- Games, quizzes, tests, and surveys.
- Useful information from experts and insiders.
- Holiday newsletters.
These letters include information about the company in order to promote brand awareness:
- Information about a new collection that conveys the brand’s values and mission.
- Interesting story about an event with the company.
- Adding new features and services for the convenience of customers.
They can be done in separate letters.