Whether you engage your customers face-to-face, online, over the phone or through conventional mail, your brand is what differentiates you from your competitors.
Brand and e-mail marketing
A well-defined brand tells customers and prospects who you are and what you stand for. A brand is a concoction of many elements of which the logo is perhaps the most elemental of all. The colours, design and taglines used also tell people a lot about the company and its philosophy. The tagline employed by Nokia – “Connecting people” – or the famous Coca-Cola logo are two good examples of how these elements help to build a strong brand image.
Brand and e-mail marketing complement each other, since a strong brand lets e-mail recipients know that opening messages will not be a waste of time, while a creative, well-coordinated e-mail marketing campaign can significantly boost your brand’s influence. Returning to the logo, this element is all-important for establishing a strong position in the inbox. It should always be visible within the preview pane, yet this is not always the case. About 11% of companies do not include their logo in e-mail messages, which is a wasted opportunity for branding.
Effective e-mail branding
Unlike brand marketing programmes that use far more expensive channels, effective e-mail branding does not require a big budget. Instead, it is important to be consistent, making sure that each and every e-mail communication is relevant and timely to improve customer relationships and brand awareness.
