4 Ways to Increase Brand Recognition in Your Email Marketing
Did you know that your brand tells customers more about your company than any set of words or images ever could?
From the big things like your tagline to small things like the color you use for hyperlinks, every detail of your brand is important. You want people to recognize you, remember you, and return to you again and again.
But in a world where we are inundated with hundreds, sometimes thousands of emails a week, how do you create a brand that will stand out and draw people in?
We’re Here to Help You Start Increasing Brand Recognition in Four Simple Steps!
step 1: pay attention to the details
You don’t just want your brand to be recognized, you want it to be recognized for being amazing! That means that everything you do, do it with excellence. Build trust by asking for permission before adding people to a distribution list. We know you’re anxious to get your latest campaign up and running! Just don’t fire it off without devoting time and resources to design an email template that’s both reader-friendly and eye-catching.
Plan your messaging strategy in as much detail as possible so every email provides valuable content that subscribers will want to read. Your entire brand may depend on the time and effort you dedicate to creating email campaigns with the highest of standards.
step 2 – create a brand persona
We’ve talked before about developing buyer personas, but did you know your brand needs one too? The best brand is a defined brand. Once you’ve set standards around your brand, you can make sure every piece of content meets those standards. Most importantly you want your content to be increasingly recognizable across all marketing channels. Before you do anything else, sit down with your team and determine the basics of your brand, including:
- Font – Start by picking one main font type that you’ll use for all your main content, then consider spicing it up with different (but complementary!) fonts for stand-out content like headers and quotes.
- Colors – You know those paint color palettes you get at Home Depot when you’re trying to redecorate your house? Make one for your brand! A good place to start is with your logo. Pull out its main colors and then find different hues and gradients to use when you need to add an eye-catching, but still familiar pop of color.
- Personality – The tone of voice you use in your email messaging plays a huge part in brand recognition. If you want customers to trust you as an expert in your industry, speak like you know what you’re talking about. You want readers to relate to you, stay away from business jargon and keep your writing conversational. Build trust by speaking to readers in an informal tone as an old friend.
step 3 – get creative & stand out
Think for a second just how many emails you get everyday. It’s probably in the dozens, right? With so much coming at us, you have to get creative to help your brand stand out above the noise. Here are a few ideas … but don’t be afraid to think outside the box and create some of your own!
- Partner with other brands. (Do you own a pet store? Team up with a local animal shelter!) Write guest blogs, offer shared discounts, talk them up in your email and social media marketing. Not only will this open up your company to a new customer base, it will allow you to permeate the industry with your brand in an organic and real way.
- Test subject lines. Challenge your marketing team to come up with at least two subject lines for every email they write and then employ a rigorous A/B testing strategy to make sure you are always using the most attention-grabbing headline and maximizing the reach of your brand.
- Sync up with your social media accounts. No matter where your constituents go, they should see uniform branding. The more places you make your brand stand out, the more people will begin to actually look for it.
- Show off your quirky side. Try using fun gifs, memes and even a quirky video. However you decide to do it, make sure your branding shines through in an exciting and unique way that will capture the attention of your subscribers.
Brit+Co added in a gif image to their email marketing campaign to launch their newest book.
This fun gif was incorporated into Bonobos’ email campaign as an introduction to their newest line.
step 4 – be consistent
More than anything else, this is the golden rule when it comes to increasing your brand recognition: consistency, consistency, CONSISTENCY! All the other practical tips listed above will help you develop a brand that is instantly recognizable, but none of it will matter if you aren’t putting it in front of your audience on a regular basis. Here are two big ways you must be consistent if you want to increase brand recognition in your email marketing:
- Be consistent in your timing. Don’t just send what you promise, send when you promise. Subscribers can only get into the habit of opening and reading your email if they get into the habit of expecting at the same time. Take it a step further and let them know when they will hear from you when they first opt-in to your list.
- Be consistent in your vision. In everything from the look of your email messaging to the type of content you include, send your subscribers what you promised them. Don’t go off topic or change up your email template every single time. Readers should be able to identify your email in less than a second as they scan their inbox. Otherwise, they may not even open it. This also means keeping your brand persona consistent. (Refer back to step 2 for a refresher!)
For example, Sprout Social keeps their branding consistent throughout their emails no matter what the topic is. The consistency in the overall template design as well as the vibrant green branding colors help you to instantly recognize who the email is from before you’ve even started reading. Take a look at the links and the CTA buttons… consistent, right?
Have you used these practical tools to create an email marketing strategy that will build brand recognition and increase sales?
Put that plan into action with a free 14-day trial with Sendlane and help people get to know your company better with every single email!
Latest posts by Caitlin Haines (see all)
- Email Marketing Do’s & Don’ts [INFOGRAPHIC] - March 9, 2018
- Introducing Email Retargeting by Sendlane - March 8, 2018
- Timing Is Everything: The BEST Time to Send Email Campaigns - February 9, 2018