Increasing brand awareness is important. This is because the more familiar people are with your brand, the more likely they are to purchase from you.
In today’s digital age, email marketing continues to be a powerful tool for businesses to build brand awareness. Email marketing remains a crucial element of successful marketing strategies, as it allows businesses to interact with a broad range of people, foster customer relationships, and enhance conversion rates. In this blog post, we will explore the key steps and best practices for leveraging email marketing to effectively build brand awareness. The level at which your customers can recognize your brand is called brand awareness. To improve open rates, pay attention to what the subscriber sees before deciding to open or ignore the message.
With a few simple adjustments, you can generate more opens and increase subscriber engagement. If you want to increase open rates, you should focus on everything the subscriber sees before they choose to open the message or ignore it. This includes the from address, subject line, and preview text. Since you’re probably using a from address that’s easily recognizable for your brand, we’re going to focus on creating great subject lines and preview text.
When it comes to how to raise brand awareness, colors are crucial— by up to 80%! What hues best describe your brand and are used in your logo? Along with the complementary colors you’ve chosen for your brand, use those colors in your emails.
Your brand’s fonts ought to stand out and be memorable. However, to balance font types in your message, the body fonts in your email must also be simple to read. The fonts used in graphics must also be “on-brand” and the sub-headers and body should be simple to read. With a custom-made email templates you can use Google Fonts, or other fonts that are called from the web, in the header of your email. This however is a bit more daunting for the most of us who are not familiar with HTML5 code. In that case, try to use fonts in the text or body that closely fit to your brand, however you of course can easily use your brand fonts in your graphics!
Now is the time to build a strong brand voice if you haven’t already. What adjectives would you use to sum up your company, its goods, and its services? Do you have a humorous, laid-back, or playful brand? sophisticated, classy, and fashionable? or another option? The tone of your marketing communications should be directed toward the qualities that make up your brand identity.
For readers to see your email before clicking away, add a little more brand awareness to the footer or signature. For example, might decide to re-incorporate your logo, social media links, and other information such as physical address or phone number.
The foundation of successful email marketing lies in having a quality email list. Focus on acquiring permission-based contacts who have willingly subscribed to receive your emails. Encourage visitors to sign up through engaging website forms, pop-ups, and incentives such as exclusive content or discounts. Regularly clean your list by removing inactive or bounced email addresses to maintain a high deliverability rate and engagement levels.
Segmenting your email list allows you to deliver highly targeted content to specific groups of subscribers. By dividing your audience based on demographics, purchase history, interests, or engagement levels, you can tailor your messages to resonate with each segment. Personalization increases engagement, relevance, and the likelihood of recipients sharing your content, thus amplifying brand awareness.
To capture the attention of your subscribers, create compelling email content that adds value to their lives. Provide useful information, share industry insights, offer exclusive promotions, or deliver educational content. Make your emails visually appealing with a clean design, compelling headlines, and clear calls-to-action (CTAs). Remember, consistently delivering high-quality content will position your brand as a trusted authority in the minds of your subscribers.
Automation is a game-changer in email marketing. Set up automated email campaigns triggered by specific user actions, such as welcome emails, abandoned cart reminders, or post-purchase follow-ups. These campaigns allow you to engage with your audience at critical touchpoints, nurturing relationships and reinforcing your brand’s presence. By automating repetitive tasks, you can focus on creating more targeted and valuable content.
With the increasing use of smartphones, optimizing your emails for mobile devices is crucial. Ensure your emails are mobile-responsive, meaning they adapt seamlessly to various screen sizes. Keep subject lines concise, use clear and compelling CTAs, and ensure that your content is scannable and easily readable on smaller screens. A seamless mobile experience will maximize the impact of your emails and increase brand visibility.
Regularly monitor and analyze the performance of your email campaigns. Track metrics like open rates, click-through rates, conversion rates, and unsubscribe rates. Identify trends, understand what content resonates best with your audience, and make data-driven improvements to your campaigns. Continually optimize your strategies to ensure maximum impact and ongoing brand awareness growth.
Email marketing remains an invaluable tool for building brand awareness. By building a quality email list, segmenting your audience, crafting engaging content, implementing automated campaigns, optimizing for mobile, and monitoring results, you can leverage the power of email to connect with your audience, establish your brand’s authority, and ultimately grow your business. Embrace these best practices and watch your brand awareness soar to new heights.
Before you hit the links below, have a look at our own newsletter which incorporates what we talked about today.
Until next time, keep those emails rolling! – Jim
Jim is Critical Impact’s Growth Channel team lead and has been selling and closing for a long time and is known to be able to sell bananas to monkeys.