There’s something about system-generated emails that just doesn’t work, right? You’ve received them–probably even marked some of them as Junk–and made sure you’d receive only very little of them in your Priority Inbox.

So, why are we talking about the effectiveness that email marketing can do for your business?

The thing is, in a world where ads are inevitable–unwanted or interesting–there’s still something about receiving an email that makes us feel reconnected to life when we used to receive meaningful snail mail.

We are going to tackle the basics of email marketing in terms of brand impact in this article, including no less than some really helpful tips which you can learn from and also efficient strategies to pull off a marketing strategy that keeps you in that Inbox instead of the Junk or Spam folder.

Because only through an effective email marketing strategy can you:

  • Nurture authentic customer loyalty;
  • Boost and speed up the ROI which you budgeted for marketing campaigns;
  • Develop a reliable brand that comes to your customers’ minds; and
  • Lower the chance of losing subscribers

Why Use Email Marketing to Increase Your Brand Awareness?

Improves Brand Recognition

Remember when you used to be excited about the look and feel of receiving carefully written snail mail? This happens through brand recognition.

You can see that the email is designed with the brand in mind. Your logo shows up. Your brand’s colors signify that the email is specifically yours. The layout reflects your brand. Your signature sounds personal yet professional from your business. From the first glance of the opening that email, your readers already know that this email comes from you, and officially so.

This might not seem much at the start but if you consider the bunch of emails you have bothered to open in your inbox, you know that what got you to read through it after clicking it was the visual identifiers of the email itself.

Email marketing is also a great source of data to use when conducting a brand audit. You can even send survey questions to your readers as a part of the secondary data collection process.  

Increases Customer Retention

Dealing with people’s attention in a fast-paced, digital age is a challenge indeed. However, ensuring that sales aren’t just focused on new customers but are also more sensitive towards their return ensures a long-term regular that benefits you and them.

The best part about having regulars, which you regularly check up on as well through emails, is that they eventually have a higher chance of becoming your brand ambassadors without even paying for their service.

Your regulars market your business for you precisely because they’ve experienced how good your customer service is. This means that emails to them appeal to them already being part of your community.

Your emails should approach your customers as reminders, as alerts for upcoming sales or promos, or as re-engagement, especially for products or services in your business that involve re-ordering or repurchasing.

Establishes Authority

You want your customers and readers to know you are legit. When you present your brand through email, do not skimp on relevant achievements that your brand has garnered, especially ones authenticated and either well-known or easily accessible in terms of research. This also builds brand awareness for example, having an award from a well known and established comparison site or a rating from a 3rd party review site.

Reaches Customers in Real-Time

You don’t want to be left hanging when you’re talking to someone you’re interested in. In the same way, a possible interested customer–whether they are new ones or returnees–also would want a timely response from your team. In today’s world, speed is key to a great customer experience. That is why you need to be able to come up with real-time marketing strategies as fast as possible.    

Emails are the most accessible way for you to build and nurture relationships with your customers. Thus, it seems clear from this perspective that you will want to invest in a team that will solely focus on being your email marketing–and even better if you set them across different time zones to ensure someone is online to reply anytime.

It is an Affordable Option

In its most basic sense, email marketing can be launched for free.

For a much-elevated experience, you can start the improvements with tools that can guide you towards managing subscriptions, frequency of scheduled emails, lay-outing, and even email marketing automation enabled simply by your customers’ actions.

Strategies for Developing Brand Awareness via Email Marketing

Now that we’ve gone through the overview of email marketing, here are some effective strategies and reminders that can guide you for your business:

Consent Is the Key

When you start that subscription strategy, make sure that your customers know they consent to receive emails from your business. This can be easily triggered through an option in your forms before they hit submit.

Welcome Emails

Ensure an automated welcome email is triggered when a user ticks off the checkbox to subscribe. A welcome email shouldn’t sell anything. It should be personalized and warm–opening the user up to your brand’s community.

With HubSpot as an example, you have the ability to easily customize your email layout, add calls to action and images, and modify your content — with an intuitive drag-and-drop editor. This will help you create ‘Welcome Emails’ that are exactly how you want them to be.

Provide Value

When it comes to the products you are introducing to your subscribers, provide value to the content of your emails through substantial information.

Give them relevant information, accurate ones, clear Call-to-Action (CTA) buttons, and access key details they might look for when they encounter the email.

Doing this will also put more credibility value on your emails and will also make your emails more valuable for forwarding purposes.

Incorporate Strong and Effective CTAs

Properly laying out your CTA buttons through stark colors and strong verbs that are easily understood can engage your customer better.

Another strategy you can employ for CTAs is to use them as signatures to your emails. By linking to branded content, you will also be able to track the data coming in simply from those who visited your site through the CTA alone, thus aiding in data on engagement.

Make Way for Personalization and Segmentation

Returning to the essence of receiving handmade snail mail, the most effective form of email marketing is the truly personal ones. Software like Constant Contact have many features for personalization and segmentation such as Dynamic content personalization and auto-generated customer segments for targeting.

Segmenting your mailing list is of utmost priority to make the task easier. Segmentation comes when you filter out and group-specific people in your mailing list ensuring you are approaching the correct target audience.

Which of them are at a specific reading level? Who among them is still new to the list? Which of them is more likely to read your emails for information? Which among them are after specific announcements for new releases, promos, and other alerts?

Segmenting will not just lessen chances for people to unsubscribe to emails that sound system-generated, but this will also leave a lasting impression of your brand to your readers.

Align Your Email and Landing Page

Any CTA or buttons on your emails should link to the proper and specific landing page.

You wouldn’t want your readers to have to find exactly what got them to your site. You want to lead them straight to those pages.

This speaks volumes in terms of accessibility and ease for them, thus elevating the meaningfulness behind your emails.

Consistency Matters

Personalization tells your customers that you care. Consistency tells them you’re willing to go the extra mile to make them feel you care.

Decide how frequently you’ll be emailing your list and ensure that you follow through with this. This won’t just tell them about your commitment to finish a task but it will also because for them to be expectant of you.

When expectations are set, disappointment is the last thing you want your readers to feel. So stick by them by following through the email you’ve set for them to receive.

Wrapping It Up

Emails, much like snail mail subscriptions, are still effective tools you can use for brand awareness. The key to its efficiency lies in the details: consistency, personalization, timeliness, and credibility.

When put into practice, the helpful tips we’ve given are sure guides to help you embark on a journey that doesn’t just make your brand known to your mailing list but will also aid in building a relationship with them–which is the most important part of email marketing, to begin with.