A significant part of a successful email marketing program is earning trust through relationship building. But how do you build that trust, stand out to reach new customers, generate new opportunities and stay top-of-mind with existing customers when everyone’s inbox today is so crowded? Here are three important questions to consider:
1. What do you need at minimum for good branded emails? When using a branded email template, it is important to make sure your customer can immediately recognize an email as being from your business. Always include your logo, colors and fonts, along with imagery and relevant links. Ensure that the email also sounds like it’s coming from your business too by adopting an appropriate in-brand tone. The industry your business is in – or the one you are marketing to – can also play a role in the deciding factors of your messaging, look and feel.
2. How do you determine messaging for your target audience? The elements of your email will vary depending on if you are relaying information to B2B versus B2C customers, existing customers versus potential customers, or customers who have signed up for a certain piece of content. Are you sending out a monthly newsletter, special promotion, invite to a webinar or a follow-up email? Make sure to tailor your messaging. Emails created for new leads should be different than emails created for loyal customers. Understand what your audience is most interested in receiving, so you can provide valuable content that is relevant and engaging. Email content should be audience-focused, so make sure you are offering content that is relatable and applicable. While the messaging may vary, ensure that they always stay on brand by always adopting your brand’s voice and tone.
3. How do you attract interest with your email? The first thing people notice when scrolling through a long list of unread emails is the subject line and optional preheader. These two little lines of text can often make the difference between your email ending up in the trash or piquing interest and triggering an open. A recognizable From Name and branded email address should also be included, so people can determine who the email is from quickly. Within the body of the email, remember to stay on brand and minimize the use of images, as they may not load automatically for many of your recipients. Also, a clear CTA is always necessary and it could be argued that it’s one of the most important elements within an email message. Every communication should have a goal for recipients to take immediate action, whether it be asking for customers to register for an upcoming webinar, downloading a piece of content or clicking to read more about a topic in a blog post.
Most importantly, remember to be consistent with your branded emails. This will help build relationships over time by ensuring that your communications all look and sound like your brand, and that your subscribers receive valuable, relevant and engaging content from a trusted resource.