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Why Email Marketing Enhances Brand Experience And How You Can Maximize It

Ash Salleh
January 31, 2020

Think of your favorite clothing line—what do you like the most about it? Is it the material? The design concept of every collection? How about the cost or the ease of shopping online? Whatever feelings or memories are evoked by your favorite brand, that is called your brand experience.

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Most loyal customers already know why they keep coming back to specific brands, and why they choose to be loyal even when faced with compelling newcomers. As a business, you should be able to tap into the emotional core of your target market and engage them in a consistent and strategic way.

Perhaps you’ve wondered about what makes Fortune 100 companies tick. If you ask them, they’ll likely point to their C-level customer officer who is in charge of everything that relates to brand experience—from sensory perceptions and technology to engagement models.

What you may lack in people, you can almost always make up for with technology, especially when it comes to automating your customers’ interactions with your brand.

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Email Marketing and Brand Experience

Small and medium-sized companies look to email marketing to provide their customers with a personalized brand experience, which can be further developed through other channels such as billboard ads, TV, social media, and in-store marketing.

Throughout this post, we’ll focus on email marketing and why it’s the platform of choice for today’s brands. In a nutshell, email marketing is preferred because of its cost-effectiveness, sophistication, and features that allow businesses to reach more people with automated, personalized, and dynamic content.

Email marketing has proven itself as a trusted solution for raising brand awareness and developing customer loyalty, two important ingredients for the success of a business. Let’s break down how you can use email marketing to your advantage and develop a positive brand experience that your customers will truly enjoy.

  • Email allows you to set the tone.

New subscribers and customers serve as an opportunity to establish a specific brand experience. Using a welcome email, you can let the newbies in on what your business is all about and what they can expect moving forward.

The welcome email is your customer’s first impression of what they will receive from you in the future, so make sure that it’s interesting enough to prevent early unsubscribes.

You can also maximize the welcome email by including links to your brand’s social media and website. Use your brand’s colors, keep it easy on the eyes, and be sure that the email renders well on mobile. Don’t forget to thank your customers for their interest and more importantly, follow through on your promises.

Cortex Image 01

Source: Really Good Emails

  • Email helps you create personal connections.

Email marketing is perhaps one of the most flexible tools you can use when it comes to personalization. A typical email marketing software offers marketing automation capabilities, which allows businesses to set specific triggers along a customer journey. A simple, personalized email can help you target customer segments, drive conversions, and significantly increase your ROI in the process.

You can also leverage customer data by sending emails that are totally catered to what your customer wants. Take a look at your customer’s purchase history, most viewed pages of your website, and email clicks. These will help you curate their favorite products and services, future vacations, or upcoming celebrations.

Below is an email from Airbnb recommending an itinerary for a planned holiday:

Source: Really Good Emails

You can also check out this guide for more tips on how you can reach humans (and not just inboxes) with personalized emails.

  • Email provides customers with a consistent experience.

Before you design your email templates and develop a specific language around your brand, think hard about how you want your business to come across.

List down your target audience, come up with a short market analysis, and try to stay updated on the latest trends that your customers are into. Do you have any advocacy? What colors do you want to use? Is your logo fresh and attractive? What fonts should you avoid? These are some of the questions that you should be asking before putting out a campaign.

A consistent brand experience depends on consistent marketing. Don’t forget to streamline your email marketing campaign with social media, TV, and other forms of online and offline marketing.

Let’s do a little exercise. Visit this link for a collection of Nike’s latest emails and try to observe how consistent they are in every email. Remember the colors they use, count the number of words, and list each of the key phrases. This is what consistency means.

  • Email can be a value-adding platform.

Trust. That is what loyal customers have for your brand. It means that they recognize expertise in what you do and the advocacies that you care about. Why not share some of your hard-earned knowledge with them? Unlike other platforms, email has enough space for a little bit of education.

In this email, Flywheel offers free, downloadable ebooks to its subscribers:

Source: Really Good Emails

Or, offer educational content by focusing on the salient features of your solutions, like how Ethereum did on this email:

Source: Really Good Emails

Wrap up

Brand experience is more than just the aesthetics and the design of your campaign—it’s about communicating well with your customers and delivering your messages in a clear, consistent, and catchy manner. Whether it’s for new subscribers or loyal customers, the brand experience allows you to develop real relationships with people, rather than just statistics on a chart or mailing list.

Ultimately, an excellent brand experience keeps your business top-of-mind within your target market. The experience should run the gamut from brand awareness to loyalty, and a successful email marketing campaign with marketing automation will help you with just that.

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Author Bio: Ash Salleh is the Director of SEO at Campaign Monitor, where he works closely with content, copy, and analytics teams to improve site-wide optimization. Prior to his time at Campaign Monitor, he also provided SEO and digital marketing expertise at Zappos and Axiata Digital.

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