{"id":12649,"date":"2017-01-23T07:00:28","date_gmt":"2017-01-23T15:00:28","guid":{"rendered":"http:\/\/blog.benchmarkemail.wpengine.com\/?p=1488"},"modified":"2020-10-29T11:56:00","modified_gmt":"2020-10-29T11:56:00","slug":"3-brand-points-communicate-new-subscribers","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/3-brand-points-communicate-new-subscribers\/","title":{"rendered":"3 Brand Points to Communicate with New Subscribers"},"content":{"rendered":"<p>One of the top email marketing questions on Quora is about what type of email campaigns should be sent to new subscribers. You shouldn\u2019t be thinking of one-off email campaigns to send to subscribers. Instead, you should have ready-to-go <a href=\"https:\/\/www.benchmarkemail.com\/resources\/free-html-email-templates\">email marketing campaigns<\/a> that are automatically sent out to every new subscriber. This means beyond setting up that trigger email, you can cross this question off the list until you revisit it in a year to update that email campaign.<\/p>\n<p>So the real question is, what sort of <a href=\"https:\/\/www.benchmarkemail.com\/blog\/the-5-most-common-autoresponder-campaign-mistakes\">automation campaigns<\/a> should new subscribers be receiving?<\/p>\n<p>The answer is a branded email campaign. \u00a0Communicating your brand is going to be absolutely critical in a new subscriber automation email. You\u2019re essentially sending an email campaign to someone who has opted in but in often cases is opting in to see what you\u2019re really about. Someone who opts into an email campaign has actually set foot in your house and taken a seat at your table. A first-time <a href=\"https:\/\/www.benchmarkemail.com\/resources\/email-marketing-articles\/opt-in-email-vs.-bulk-email-spam\">email campaign opt-in<\/a> means they\u2019re stepping closer to your home and taking a peek through the window. That first email they get from you is what they\u2019re going to be seeing when they look into your home.<\/p>\n<p>So the next question is what brand points should be communicated?<\/p>\n<p>Brand points need to really reflect your brand and what makes your voice and vision unique. But to break it down it really comes down to these three identifiers:<\/p>\n<h2>Structure<\/h2>\n<p>The first is structure. Structure is another word for template, but it\u2019s about more than just the frame of your email campaign. A structure means that the design and information layout needs to follow the thought process that visitors experience when they\u2019re on your site. This means that you\u2019re your stand-alone email campaign, which can always be converted to a URL, should look like it\u2019s jumped off your website as a landing page. A lot of companies miss the mark on this. The graphics don\u2019t mirror the site and the tone is totally different as well. This isn\u2019t branding. Branding means consistency. These mistakes most often happen because of a design failure. Companies invest months in a website design but don\u2019t put that same thought into an email design or even in creating custom email graphics \u2013 all things that are part of the structure of any campaign.<\/p>\n<h2>Key Language &amp; Phrasing<\/h2>\n<p>The next thing to consider is key language and phrasing, which should be spread throughout the campaign. Everything from the tagline to the linked articles or key features with bolded headlines should reflect the key ideas that your brand drives. This might seem easy because it&#8217;s often the case that your first campaign to new subscribers is a short intro message and a set of linked articles with strong graphics \u2013 but what you choose to share needs to tell a story. You have to really think about what you\u2019re going to share here and whether it drives the value your company and brand have to offer. Some tough calls will need to be made here.<\/p>\n<h2>Authority<\/h2>\n<p>The last is authority. Relaying brand authority is a lot simpler than it sounds, but it\u2019s also often overlooked. Authority is about trust and letting your new subscriber know they can rely on you. For retailers, this means letting consumers know that your online purchases will be made safely. For data-driven companies that rely on a service or information dissemination, it\u2019s about letting subscribers know others trust you. These are pieces of information that can be included in the footer. In fact, it\u2019s a key <a href=\"https:\/\/www.benchmarkemail.com\/blog\/conversion-heuristics-the-new-formula-in-winning-people-over\">conversion heuristics<\/a> principle: calming anxiety in a prospect in order to encourage conversion. For email marketing campaigns that not only means fewer unsubscribes; it also means increased conversion possibilities.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the top email marketing questions on Quora is about what type of email campaigns should be sent to new subscribers. You shouldn\u2019t be thinking of one-off email campaigns to send to subscribers. Instead, you should have ready-to-go email marketing campaigns that are automatically sent out to every new subscriber. This means beyond setting&hellip;<\/p>\n","protected":false},"author":309,"featured_media":15737,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 Brand Points to Communicate with New Subscribers - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/tw\/blog\/3-brand-points-communicate-new-subscribers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Brand Points to Communicate with New Subscribers - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"One of the top email marketing questions on Quora is about what type of email campaigns should be sent to new subscribers. 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