The Basics of Building Your Brand with Email Marketing
Each contact you make with your customer is an opportunity to build your brand. Here are some easy things you can do with your email marketing to reinforce your position in the minds of your customer.
Email marketing is still one of the most cost-effective and efficient ways to build your brand image especially among customers. Your brand is develop by an accumulation of impressions left with your customer over time and if you are emailing on a regular basis then these impressions are pretty important and worth taking the time to make right.
At a bare minimum, here are the things you should be looking at when using email to build your brand.
Select a Professional Email Name. Don’t make the mistake of using a large Internet service provider (AOL, hotmail, yahoo etc) as the domain for your business email. Also, consider something creative that explains the business you are in, such as
for example. And don’t forget, if you change your company name then your email address should change as well.
Create a Branded Email Signature. If you are sending the email direct from your in-box, or if the email message is written personally from you, don’t forget to provide a visually pleasing and well-worded email signature that should include your logo, website address, tag line and call to action.
Consistency between Email and Website. Use a landing page that matches the offer you mentioned in your email and make sure that the website and email both reflect the same personality, look and feel of your brand.
Don’t send a “Spam-looking” Message. Make sure that your message is clear and concise. Don’t use vague subject lines or ones that are off-topic. Use a copy style and content (graphics / images) that matches your brand personality and style (and type of business). Avoid star bursts or over use of cheesy graphics.
Don’t Spam Customers. Make sure you project a professional brand by using good permission techniques such as asking up front if a customer wants to receive email from you (e.g. newsletter sign up on your website or giving away something if they provide email etc). Provide and unsubscribe option and do the due-diligence of removing those from your email list.
Select a Service Provider with a Good Reputation. Most email service providers do a good job these days of using the latest techniques such as IP/Path-based and Cryptographic authentication as well as in-box tracking. But make sure you are checking with them on a regular basis for their latest stats. Ask them for inbox and spam folder tracking, bounces, open and click rates as well as Can Spam compliance measures.
Still want more information? Check out the email marketing links listed on my website or call today for a free, no obligation assessment of your email marketing program.
Carmen Arnevik
Freelance Marketing Consultant
(206) 612 – 2723
