You hear a lot about brands and branding in today’s marketing world. Every brand has its promise, but it is much more than a promise that separates one from the next. Branding has a defined purpose and gives the customer a reason to choose you over the competition. Email marketing can help you create a strong brand that delivers on your promise to your subscribers. It can be as simple as following these three tips:

1. Brand Your Subject Lines and From Name
As a determinant to whether your message gets opened or not, the subject line is one element you should use to reinforce your brand. Statistics show that branded subject lines can increase open rates by up to an astounding 60%. Sometimes branding your subject line may not be the best option. A good example would be a compelling subject line such as “Spring Sale Ends Monday: Get Your Savings Today.” In this case, you can make up for it by branding your From name. This way, the recipient instantly recognizes you or your company as the sender and understands that they can receive a discount if they act fast.

2. Create a Consistent Brand Message
Branding your subject lines and From name is great but essentially pointless if your message content does not fall in line with what your brand is all about. For instance, if your business is known for its humorous and fun personality, a conservative message filled with technical jargon probably is not consistent with the image you have established for your brand. When it comes to effective branding, consistency is extremely important. If your email marketing message lacks consistency, then you will likely end up with lackluster results.

3. Develop a Branding Strategy for the Future
Is your brand strategy built for the future, or is there a time limit? Will your audience still have the same perception and expectations of your business six or twelve months down the road? Planning is a critical component of email marketing as a whole, so it is advisable to outline a plan that keeps your brand consistent and relevant in the future. Not everyone will respond to or even open your message, but this sort of strategy will ensure that your brand is enforced regardless. More importantly, it will make sure that your products, services or company is on the consumer’s mind when they are finally ready to deal.
What Is Your Brand All About?
While email marketing can definitely help you strengthen your brand, it is up to you to define it before the marketing even begins. What is it you want your customers and subscribers to know you for? If you still aren’t sure, your audience won’t have the slightest clue. Once it has been defined, keeping its promise and living up to expectations becomes that much easier.


作者 Denise Keller

Denise Keller is CFO and founding partner of Benchmark Email and a passionate philanthropist who has raised money for fresh water wells in Africa, grief counseling for needy children and a variety of other causes. A former accountant and an accomplished expert on enterprises, Keller showed solid business acumen at just 10 years old, when she started an arts and crafts babysitting service called “Daytime Playtime.” These days, you’ll find her detailing her newfound passion for Lean and the successes and tribulations as we make Benchmark a lean company.