Essentially, brand awareness is the level of consciousness that people have with your brand. It’s a measure of how easily people recall your brand when thinking about a product or service.
If you want to successfully build brand awareness, then email marketing is the way to go. Why? Because email marketing allows you to reach people on a channel they use several times every single day.
Want to know how email marketing can help you build awareness for your brand? Check out these three tips.
1. Send welcome emails.
Whenever a new subscriber joins your list, it means they’ve just learned about your brand and want to explore what you have to offer. This is the first stage in your customer’s journey—the awareness stage.
During this stage, new subscribers are only somewhat aware of your brand. To develop their awareness and make a great impression in the process, you need to send welcome emails.
Aside from welcoming your new subscribers and thanking them for joining your list, use the welcome email as an opportunity to showcase your brand and what you can do. Instead of simply making a sales pitch, set yourself apart from your competition by offering solutions. Tell new subscribers how your products and services can solve their problems. Doing so solidifies your brand as one that wants to help rather than one that just wants to get money from customers.
You can increase the effectivity and timeliness of your welcome emails by taking advantage of email marketing automation. It will enable you to stay top-of-mind with new subscribers by ensuring that welcome emails are sent automatically right after a subscriber joins, with none of the lag time associated with manual email sending.
The great thing about email automation is that it does all the work for you. You just need to set it up once, determine the proper rules and triggers, and you’re good to go. It’s an affordable and hassle-free way to build brand awareness.
2. Send personalized offers.
Now that a new subscriber is more knowledgeable about your product, it’s time to entice them to make a purchase. On your welcome emails, include exclusive “new subscriber” offers such as significant discounts or free shipping on their first purchase.
Another strategy is to offer additional deals or discounts for referrals. This will boost your sales and grow your subscriber list at the same time, therefore building awareness for your brand even further.
To increase the chances of your emails being opened and your offers converting into sales, always make it a point to personalize your messages. Personalization improves email open rates by 26% and segmentation can increase revenues by 760%.
One way to do this is by subscriber’s name in the subject line and sending them an offer that is based on their demographic information. If you run an e-commerce travel site and your new subscriber is from a region currently experiencing winter, send them an offer for tickets to a tropical destination. This subscriber will not just be more inclined to make the purchase, they’ll be more satisfied with it.
When customers are satisfied with their purchase, they are likely to become loyal brand advocates—people who are vocal about their support for your brand. They post reviews on social media channels such as Facebook and tell their friends and colleagues about your products and services, both of which are highly effective at building awareness for your brand.
3. Consistency is key.
To build awareness and cement your brand as a go-to brand in your industry, you have to be consistent in all aspects of your email marketing strategy, from your personality and tone of voice right down to the images you use in your emails.
Here are some tips you can follow.
- Personality and tone of voice
This is one of the most crucial aspects of your email marketing strategy because it significantly affects how your brand is perceived by your consumer base, so you need to nail it down.
Do you want your customers to think of you as authoritative? Friendly? Laid-back and
easy-going? Determine what suits your brand and your customer-base and stick with it.
- Email templates
Make your brand easily recognizable to subscribers by using similar email design templates. When subscribers open your emails, they should instantly know that it’s from you and not some other brand.
For example, if you’ve been sending short, one-column newsletters that don’t require scrolling, avoid suddenly sending lengthy emails that contain multiple columns. Your subscribers have likely gotten used to your one-column emails, and sending emails with a different style will just confuse them, which might lead to unsubscribes.
The design elements of your emails should be consistent as well. The logo you use in your email should be the same logo you use for your brand. The colors in the email should also match the colors of your business as well as your website. If you’re a fun brand that uses multiple colors on your website, your emails should reflect that.
- Send Cadence
It’s important that you send emails on a regular basis so that you are always on your subscribers’ minds. If you send out bi-weekly newsletters, don’t start next month by only sending one newsletter.
When sending emails, you need to keep to a schedule that your subscribers can get used to. Do you schedule your emails for every Tuesday? Then keep it that way. If your subscribers have grown accustomed to reading your emails every Tuesday, they might miss your emails if you schedule them for Monday.
Depending on factors like the size of business, what industry you belong to, and the type of customers you serve, there are a wide variety of things you can do with email marketing to grow your brand and build awareness. However, the strategies mentioned here are definitely a great starting point. To help you get started with a robust email marketing campaign, HMG offers a fully-automated email marketing system, eConnect Email. If you’re ready to check it out and start building awareness for your brand, you can create a free account here.
Lane Harbin is a Senior Content Marketing Manager. When she’s not geeking out over email marketing, she enjoys binge-listening to podcasts, catching up on the latest tech news, and constantly rearranging her living room.