In recent years, e-mail marketing has become attractive to businesses for its low cost (compared to the cost of direct mail marketing), quick turnaround, and ease-of-use.
With an e-mail marketing system in place, a business can easily deploy custom, branded emails to their customers without any extensive knowledge of HTML or graphic design. Increased sales and customer loyalty are two benefits of e-mail marketing, yet branding may be the biggest benefit of all.
Well-branded e-mails help establish your company’s identity or personality and keep your company top-of-mind with customers. Below are four best practices for branding your e-mail newsletters or e-mail offers:
1. Find Your Brand’s Voice
When writing e-mail messages, keep in mind how you want customers to perceive your brand’s persona. Choose three words that describe your business’ personality. Some examples may be, quirky, authoritative, sassy, or positive. Try to focus on those adjectives when writing branded e-mails. Also try to incorporate your business’ main keywords and core values into e-mail copy.
2. Brand your Subject Line and “From” address
The e-mail subject line and “from” address largely determines whether recipients will even open your message. Include your company name into the subject line if it fits. When selecting a “from” address, be sure the address includes your company’s main URL, for example “[email protected].” For an even more one-to-one feeling, send e-mail messages from a specific person at your company, such as [email protected].
3. Brand the Top of the E-mail
Most e-mail programs will show recipients a “preview” of each message. For this reasons, make sure your company name or keywords appear in the first two lines of the email copy. When the email is opened, the top left corner is the first place reader’s eyes will travel to. Use an e-mail header-design to thoroughly brand this area with your logo, company name, and company colors. Be sure to include “alternative text” for any images, in case your reader has images disabled in their email settings.
Do you think your business could benefit from branded e-mail newsletters? The online marketing experts at Anchor Wave in Tucson can help you to setup an easy-to-use e-mail marketing system. Visit our website to learn more about our e-mail marketing capabilities or call us today at (520) 622-3731.
