Email marketing continues to be the most reliable way to reach your audience and convert customers, and for good reason: It's efficient, easy to personalize, and provides direct access to the people who are most interested in hearing from you.
What's more, it's also the most cost-effective marketing channel—research shows that for every dollar spent, you get a $44 in ROI. Therefore, it's extremely worthwhile to invest in building your list and engaging your audience.
In addition to being a powerful conversion tool, email marketing is an effective branding tool. Because your email list provides you with more reliable access to your audience than any other channel, it's a great way to increase brand awareness—an essential component of your marketing strategy that boosts your ROI through relationship building with your audience.
To help you take full advantage of email as a tool for building brand awareness, here are Miss Details' top tips for ensuring your emails have every bit of brand personality as your other marketing assets.
Make Your Brand Memorable Through Branded Content
When you think of increasing brand awareness, you probably think of your visual brand first. Content likely isn't the first thing to come to your mind—and odds are, it's not what your audience jumps to first either. They're much more likely to associate a specific brand with its logo, color palette, or even a catchy slogan.
But content is still an effective way to leave an impression on your audience, and it can communicate a lot more about your brand than a logo or slogan. Branded content can help you highlight your message, share your values, and tell your story in a way that other marketing assets can't.
The content you choose to share through your email marketing complements your visual brand and will impact the way your audience sees your brand. So, it's important to be strategic about what you're communicating, as well as how you're communicating it.
Let Your Brand Inform Your Topics
If you’re not sure what to say in your email communications, don’t worry—you can rely on your brand to help. Rather than following trends or picking topics haphazardly, be strategic in your communication by choosing subjects that demonstrate your values, show what sets you apart, and remind your audience how you can support them.
Here are some suggestions for content ideas that will keep your business top of mind and increase your brand awareness:
- Consider your audience's pain points: What is your audience struggling with and how can you support them? Empathizing with their frustrations and vulnerabilities and offering assistance in the form of education and resources is a powerful way to connect with them emotionally and show how your brand can help.
- Talk about what your audience values: Similar to empathizing with your audience's struggles, talking about what matters to them can make them feel seen and heard. Plus, it's a great opportunity to point out how your brand's values align with their own, which can reinforce why you’re a good fit to work together.
- Share your brand's story: Being vulnerable yourself is a great way to build a relationship with your audience. Sharing your own struggles, successes, personal anecdotes, beliefs, and values makes it easier for your audience to see themselves in your brand. That connection will make them want to engage with you more.
Leverage Different Email Types
In addition to the topics you choose, the types of emails you send can increase awareness of your brand. There are many different types of emails you can use to keep your audience engaged and interested. Some of them include:
- Welcome email: A welcome email is your chance to make a great first impression on a new audience member. Use it as an opportunity to introduce your brand, show appreciation, and provide them with a gift or other helpful resources. Whatever you choose to include, make sure it showcases the very best of your brand.
- Newsletter: Newsletters are a fantastic opportunity to keep your audience up to date about what's happening with your brand and share valuable content. Miss Details' newsletters include thought-provoking ideas, brand updates, and the latest tips and resources we think you'll find useful.
- Lead nurturing emails: Building off a single welcome email, lead nurturing emails further cultivate the relationship between you and your audience with the intention of converting them into clients. It's your opportunity to provide valuable resources, highlight your brand story, and show them how your brand can meet their needs.
- Survey: Surveys are a great way to show your audience that they matter while also collecting valuable feedback. By asking for their opinion, you're showing that you value what they have to say, which increases their trust in your brand.
- Milestone email: A milestone email is a way of celebrating a particular milestone in your audience member's life—like a birthday—or an exciting point on their customer journey. By emailing at these important moments, you show your audience that you care and value their business, increasing their brand awareness and making them more likely to engage with you.
When and how often you send these emails largely depends on your audience, as well as how much time and resources you have to invest. You know them best, so rely on your instincts when deciding on timing and frequency. That said, you should aim to communicate with your list in a variety of different ways, because each one brings unique value and helps deepen the connection you have with your audience.
Let Your Personality Shine With Thoughtful Formatting
The way you format your emails is another effective way to show off your brand's personality and increase brand awareness. Formatting goes hand-in-hand with your communication style, so whether you choose to write an email that's short and sweet vs. long and intense (or one that has plain text vs. colorful layouts), make sure it's a reflection of your brand and the type of relationship you want to create with your audience.
Make Brand-Aligned Design Choices
Your design choices also play a major role in communicating with your audience and showing off your brand. Being visually unique and consistent not only helps your brand stand out, but it also increases your impact—for example, content containing images produces 650% higher engagement than text-only content.
Here are some design components to make your brand personality pop so that your audience keeps you top of mind:
- Color choices: Color creates emotional connection (and increases engagement), and according to Forbes, it increases brand recognition by 80%.
- Font choices: Use brand-appropriate and unique fonts to call attention to CTAs or other important information.
- Image style and consistency: Since people are becoming more visually adept, make sure your imagery is consistent and aligned with your brand's unique style.
- Taglines or slogans: If your brand has a specific tagline or slogan, make sure to include it in your emails in a consistent and attention-getting manner. Slogans are a powerful way to increase brand awareness.
Make sure to test different designs and see what resonates best with your audience. Not sure where to start? Get inspired by others. I often direct my clients to the examples on Really Good Emails to get ideas for their own branded designs.
Your email list is one of the most valuable assets your brand can build—an engaged list can add to the overall value of your business. With email marketing being such a powerful tool, you want to ensure you're using it to its full potential. By implementing these ideas, you'll be able to leverage both conversions and branding power.
Miss Details Makes Building Brand Awareness Easy With Branded Email Templates
Let us help you grow your brand awareness by designing a branded email template that you can use again and again. That way, you not only create consistency that drives memorability, but also avoid having to reinvent the wheel each time you want to communicate with your audience.
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