Email Branding
Discovering the Digital Branding marketing mix I like to start with Email marketing.
Do you recognize this:
You have this so called ‘friend’ you never hear anything from. He doesn’t call you on your birthday. He hardly knows your name or the name of your children. He actually only contacts you when he needs a favour.
The first time you didn’t notice but the second time it really bothers you.
It is the same with email marketing. Most newsletters you get just ask and don’t give. All they do is talk about themselves without asking you anything. Be carefull email marketing is not a one way street.
We don’t like it when people only talk about themselves (or about their products). If you do so, you better be sure it is interesting, something we didn’t hear many times before. Yes you can get my click if your headline speaks out. But next time I will not fall for your tricks.
Email marketing is more then a sales or lead generation tool. It is also about retaining and connecting with customers. Getting them to be part of your brand experience.
Two tips:
- When you are again filling your newsletter with your next special offer think also about sending out a certain emotion, brand association. So next newsletter use story telling.
- You do your best to create content you think your subscribers will like. But why not ask. “It is your list, what do you want to hear”
We did ones a test with a music video at the buttom of every newsletter. It seems irrelevant, but it generated the most clicks and we asked people which music to put in the next newsletter.
Branding with email is more than just a special offer in a nice branded template. It is also about tone of voice. Read more on this on Clickz.com
And yes you can create a lot of damage if you don’t know what you are doing. One good example from aweber.com is: Trying to sell to somebody who just bought. (see full discussion here)
