‘Email marketing is dying’ — you might have heard this phrase from at least one person around you, or maybe someone tweeted on Twitter. But that is far from the fact. In this article we discuss How to Use Email Marketing to Increase Brand Recognition.
In 2022 itself, 37% of brands planned to increase their email budget, and 77% of marketers have seen an increase in email engagement over the last 12 months. (Source: Hubspot)
Think about it: Even if your Facebook ads stop generating as many leads, or if some Google update causes your rankings to drop — email marketing is a safe bet because it doesn’t ditch you the same way.
But, with email marketing what matters is how you use it. For many marketers, building brand recognition is critical to email marketing.
With brand recognition as the ultimate goal, and not just ‘sales’, you can build long-lasting relationships, because customers value authenticity and genuineness more than anything.
According to a popular Forbes article, “Brand recognition does something for a company that marketers aspire to.
It automatically links a product, solution or business with consumers’ desires or needs.
Thinking of kid-friendly movies and vacations will bring Disney to mind. Or you instantly mention Subway when you and your co-workers need a quick sandwich for lunch.
With brand recognition also comes trust and credibility. Your target audience has great confidence that they’ll get the product or service they expect.
And the more your business delights and engages your customer base, the more they’ll keep buying from you.”
As a brand, email marketing is a fantastic technique to strengthen your brand’s recognition, build hype around it, and attract more customers in turn.
In this article, we discuss 8 useful tips to increase brand recognition with email marketing.
Table of Contents
Use the Right Tools
Goes without saying, but to have a solid email marketing plan in place, you need the right tools to support it.
There is a plethora of email marketing platforms available in the market, and each has its own set of features.
At present MailChimp is a decent tool, but if you are bogged down by its shortcomings, then look for the best alternatives to MailChimp.
Flodesk, for example, is a leading email marketing tool and a perfect fit for entrepreneurs and small businesses that look for ease of use, and intuitiveness but also strong aesthetics, all in one tool!
Match Email Templates with Brand Voice:
Think about it, after the subject line, the email template is what subscribers engage with next.
So, it only makes sense to have an email template that’s on-brand and looks consistent with your website or other marketing collateral. For example, if you have a luxury brand, the email template should give off a luxurious vibe, with a sleek and elegant design.
On the other hand, if your brand is more casual and quirkier, your email template can have a fun, light-hearted tone. The idea is to make sure your email template aligns with your brand’s voice so that your subscribers can instantly recognize your emails in their inboxes.
If you don’t have the time or resources to design an email template from scratch, you can always use a drag-and-drop email builder like Flodesk, which comes with a wide range of beautiful, ready-to-use email templates.
Send it via a Real Human
When you’re just starting out with email marketing, it’s easy to get carried away and start bombarding your subscribers with too many emails.
But that’s a rookie mistake. Your subscribers are real people with real inboxes, and they get annoyed when brands start treating them like faceless entities.
Instead of sending your emails from a ‘email@example.com’ address, it’s best to use a real human’s name and email address, so your subscribers can reply to you if they need to.
Let that person be the face of your brand, or at least the face of your email marketing. It humanizes the email marketing experience, making it more authentic and genuine.
User-generated content (UGC) is a powerful tool that can help you boost brand recognition. After all, it’s user-generated content, so you know it’s authentic and credible.
For example, if you sell skincare products, you can encourage your customers to share before-and-after photos of using your products. You can then feature those photos in your emails or on your website to show your potential customers that your products work.
Moreover, when you leverage UGC, your existing customers feel appreciated, and they’re more likely to buy from you again. It’s a win-win!
Build a Strong Email List
If you want to increase brand recognition with email marketing, build a solid email list. A strong email list is one that’s full of engaged subscribers who are interested in what you have to
To build a strong email list, you need to focus on quality over quantity. That means you need to be strategic about how you collect email addresses. For example, you can offer a freebie (like an ebook or a cheat sheet) in exchange for people’s email addresses.
Another great way to grow your email list is to run a contest or giveaway. Everyone loves free stuff, so it’s a great way to get people to sign up!
Segment Your List
As per Neil Patel’s blog — “Email segmentation is an effective marketing strategy that can increase your email open rates by 203%. According to HubSpot, “marketers who use segmented campaigns note as much as a 760% increase in revenue.”
Once you have a strong email list, it’s important to segment it so you can send more targeted, relevant emails.
For example, you can send tailored offers and personalized product recommendations to the right people at the right time.
It would not be feasible to send the same email to someone who is in the awareness stage and the retention stage of your sales funnel. Both sets of audiences need to be nurtured separately as per their current standing with your brand.
Segmenting your list helps you create more personalized emails, which can lead to higher open, click, and conversion rates.
Not only does it help you boost brand recognition, but it also helps you grow your business.
Lastly, quick tips to segment your email lists are via demographics, survey or quiz results, email engagement, geographic area, past purchases, the amount spent, posting in the sales funnel, website behaviour, time since last purchase and personal interests.
Make Good Use of Automation!
Automatic welcome emails add a cherry on top, and there are a lot of ways you can automate email content to improve brand recognition.
Have a look at the different types of automated emails below that can help you achieve your goals;
- Welcome emails are a nice way to greet new subscribers and make them feel appreciated. Plus, welcome emails have a 91.43% open rate. That’s a pretty high number.
- Free shipping cart emails are reminder emails that are sent to subscribers just before they abandon their shopping carts.
- Winback emails are sent to subscribers who haven’t engaged with you in a while. They’re designed to “win back” your inactive subscribers.
- Referral emails are sent to subscribers who have already made a purchase from you. They’re designed to encourage your customers to refer your brand to their friends and family.
- Customer satisfaction survey emails are sent to customers after they’ve made a purchase from you. They’re designed to help you improve your products and services.
- Birthday emails are sent to subscribers on their birthdays. Similarly, anniversary emails are sent to subscribers on their subscription anniversary. They’re a delightful way to make your subscribers feel appreciated.
- Product recommendation emails are sent to subscribers after they’ve made a purchase from you. They’re designed to encourage your customers to buy more products from you.
- Customer service follow-up emails are sent after they’ve contacted customer service. They’re designed to help you improve your customer service.
Woo With Design Using Online Form Builders
Even though there are many DIY tools available online (I’m looking at you, Canva), designing an email template takes a lot of time. Luckily for you, there are many websites that host downloadable templates for your email marketing campaigns.
This is by far the best online form builder out there. You’re able to create beautiful opt-in forms and embed them on your website or blog. As a good advice, pick forms that are mobile-responsive, so you can be sure that your forms look great on all devices.
Get the Best Out of Your Email Marketing!
Brand recognition is the heart of any business today. It lets you build trust, improve your customer retention rates and increase customer loyalty, all of it while reaching a large audience virtually.
Here are a few things to take care of when jotting down an email marketing plan;
- Use the right tools to ease up the process
- Make sure your email blasts are on-brand.
- Use a consistent sender name to humanize it.
- Keep your emails short and to the point.
- Use images and videos in your emails.
- Use a responsive and on-brand email template
- Craft a compelling subject line to boost open rate.
- Use Alt text for your images to ensure its accessible.
- Send the emails at the right time to the right audience.
- Personalize your emails, by leveraging UGC.
- Segment it according to different audiences.
- Lastly, A/B test the emails as much as you can.
Email marketing significantly contributes to enhancing brand recognition in a multitude of ways. One effective strategy involves utilizing platforms like findymail to bolster brand awareness. This resource streamlines the process of discovering email addresses, offering a higher degree of accuracy compared to competitors. Moreover, it seamlessly transforms your Sales Navigator searches into a valuable email list, providing a powerful tool for expanding your reach and establishing a stronger brand presence.
- Examples of Powerful Brand Positioning
- 8 Factors That Make a Brand Stand Out
- How to Set and Achieve Brand Goals
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