4 Email Marketing Strategies To Build Brand Awareness
Brand awareness is how people perceive you. It’s how easily people recall your brand when they think about a specific product or service.
For instance, when you think about watching videos online, you would most likely visit the YouTube website or use the YouTube app on your mobile device—and you’re not alone. You’d be hard-pressed to find someone today who doesn’t know what YouTube is.
If you want to develop strong brand awareness like YouTube and be the first company that comes to people’s minds when they think about your product, you need email marketing.
Email marketing is effective at building brand awareness because a majority of consumers prefer to use email when communicating with brands. Furthermore, email is used by more than 3.7 billion people worldwide.
Here are four strategies you can implement to build brand awareness with email marketing.
- Provide a consistent experience.
When using email to build brand awareness, craft your emails to align with the design of your website and other online channels. The consistency makes your brand easily recognizable and lets your audience know, in an instant, that the email is from you.
Your email contains plenty of elements—here are a few tips you can follow to keep them consistent.
Are you going to use stock photos, graphics, or custom high-quality images in your email? Decide on one and use the same type of images for all your emails moving forward.
You probably use two, three, or maybe even four font types on your website. Use those same fonts in your email and use them in the same way. For example, if you use a specific font for blog titles, you should use the same font for your email headlines.
Your email marketing platform will likely have a variety of layout options, from single-column and multiple columns to zig-zag layouts. Whichever you choose, it’s best to use the same one for every email you send.
For best results, use mobile-responsive email templates so you can simply duplicate one template and use it across all your email campaigns.
- Email cadence
Avoid sending one email one week and two emails the following week. This is a sure way to confuse your subscribers, which can potentially lead to unsubscribes and spam complaints.
Your email send frequency should remain consistent at all times. If you send a weekly newsletter, keep it that way.
- Provide a unique experience.
Determine what differentiates your brand from others and let it shine through in your emails. Is it your fun-loving tone? Is it your supreme knowledge of topics that other brands in your space don’t possess? Maybe it’s the affordability of your products and services?
Showcase whatever unique qualities your brand has in each and every email that you send. The more you stand out in a crowded sea of brands all vying for attention, the easier it is for your audience to recognize it.
- Send welcome emails.
People who sign up to your email list are definitely interested in your brand. That being said, they are still in the awareness stage of their customer journey.
New subscribers have probably checked your website and read a blog article or two, but they are keen on learning more. They want to know about how your products or services can help them.
The best way to provide new subscribers with this information is to send them a personalized welcome email. Apart from giving a warm welcome, use this email to tell new subscribers how you can help them. Give them a brief overview of your products and services, but be careful not to make your email seem like just a sales pitch. Focus instead on how you can solve your new subscriber’s problems.
A welcome email allows you to make a great first impression and make your new subscriber feel like a valued customer at the onset of their journey. All these benefits come together to develop awareness for your brand, while simultaneously building customer loyalty.
With email marketing automation, you can reap the maximum benefits of welcome emails. Trigger welcome emails so they are sent automatically within 24 hours of people subscribing to your email list. This keeps your brand fresh in the minds of your new subscribers.
- Leverage the power of social media for your email marketing efforts.
If you want to build brand awareness with minimal effort, take advantage of social media and make your subscribers do the work for you.
Encourage your subscribers to share your content and your promotions to other people by placing social media sharing buttons in your email. This way, people who aren’t familiar with your brand can get the chance to get to know you through their peers.
These people are also more inclined to trust your brand because they will consider their peers’ social media shares as a badge of recommendation.
There you have it: four pieces of advice to build awareness for your brand. When you follow these tips, you’ll transform your brand from a generic business to a strong brand that every customer knows.
Author: Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.