When it comes to a brand awareness campaign strategy, email marketing is one of the most effective channels at your disposal. Email allows you to reach out to a large number of people with minimal effort, and it’s an excellent way to enhance your business visibility. However, simply blasting out generic emails won’t get you very far. In order to make the most of email marketing for brand awareness, you need to incorporate some key strategies. In this blog post, I will discuss 9 ways that you can use email marketing to increase brand awareness!
Your Subscriber list is Your Foundation
Building an email subscriber list is one of the most important things you can do for your brand awareness campaign strategy. When you have a list of people who have agreed to receive your emails, you can send them targeted messages that will interest them. This will help you increase brand awareness and reach more people with your message.
To build your subscriber list, you can use a variety of methods. You can offer an incentive for signing up, such as a discount code or free shipping on their first order. You can also add a sign-up form to your website or blog, or promote your email list on social media.
When you blast out generic emails, you can end up annoying recipients who can then file spam complaints (which will damage your email deliverability due to poor reputation).
Help Your Subscribers be in Charge
Make sure that you have consent from your subscribers before sending them any emails. This can be in the form of an opt-in form on your website or blog, or a statement in your sign-up process that says that by signing up, they are agreeing to receive your emails. This will help you avoid any spam complaints and ensure that people who receive your emails are actually interested in what you have to say.
Speaking of opt-in… There is no definitive answer when it comes to using opt-in or double-opt in for brand awareness campaigns. Some marketers believe that using a double-opt in process is more effective, as it ensures that subscribers are actually interested in what you have to say. However, others believe that an opt-in form is sufficient, as long as you make it clear that they will be receiving your emails. Ultimately, you will need to experiment to see what works best for your brand and your audience.
However, here’s my take…
For a successful brand awareness campaign strategy, be sure to use double opt-in results in a subscriber list that performs better, as in mosts cases it seems, those who take the extra step (to confirm the subscription link in their email), are usually more engaged!
Leverage Your Discovery Email
When someone new signs up for your email list, send them a welcome email! This is a great opportunity to introduce yourself and your brand, and to thank them for subscribing. In your welcome email, you can also include a call-to-action (CTA) that encourages them to check out your website or make a purchase. Welcome emails are an excellent way to increase brand awareness (and the effectiveness of your brand awareness campaign strategy in general) and start building a relationship with your new subscribers.
What’s more, you can better increase your brand visibility by using a “welcome” drip series for emails. Where each email provides value to the subscriber while enhancing your brand visibility; to help better run your brand awareness campaign strategy.
In fact studies by MarketingCharts.com found that multi-step welcome emails perform very well, check out their chart below:
Ensure You Provide Subscribers with Quality Value
One of the best ways to leverage brand awareness campaign strategy using email, is to provide value in your emails. This can be in the form of helpful information, such as tips, tutorials, or blog posts. You can also provide value by offering discounts or coupons that will encourage people to buy from you. Whatever you do, make sure that your emails offer something of value to your subscribers.
Make sure that your emails are interesting and engaging, and make sure that they provide value to your subscribers. If you do this, you’ll find that your brand awareness campaign strategy will increase, and you’ll be able to boost your sales as well. Email marketing is a powerful tool, so make sure that you use it to your advantage.
Further, you can extend the value of your brand by using your email to also announce events (among other things) that are beneficial to your subscribers. In the long run, this can be one way to help your brand to become an influencer.
Personalize Your Email
Email personalization is important for brand visibility (and your brand awareness campaign strategy overall) because it allows you to create a more personalized experience for your subscribers. “Hello Joe”, or “Hello Jane” is much better than “Hello Subscriber” (or just “Hello” by itself). When you personalize an email, you’re able to address your subscribers by name, and you can also include information that is specific to them. This helps to create a connection with your brand, and it also encourages people to read your emails.
Leverage the Power (and Benefits) of Segmentation
Email list segmentation is the process of dividing your email list into smaller, more specific groups. This allows you to send targeted emails to specific groups of subscribers, which helps to improve your conversion rates. It also helps you to better understand your subscribers, and it allows you to create a more personalized experience for them – This in turn further enhances the effectiveness of your brand awareness campaign strategy.
This personalized experience helps to create a connection with your brand, and it also encourages people to read your emails – And better… To share them with others!
Include a Call-to-Action (CTA)
Your brand awareness campaign strategy should also include a CTA. This could be something like “Sign up now!” or “Buy now!” or “Learn more!” – Whatever you choose, make sure that it is clear and concise, and make sure that it is relevant to the content of your email.
Your CTA should be placed in a prominent position (above the fold)) in your email, and it should be written in a way that is clear and easy to understand.
Your brand awareness is increased when your subscriber takes action on the CTA. What’s more, when the email itself is better aligned to the CTA actions and delivery, that further enhances you brand (integrity), as well as trust.
Ensure Your Email is in Sync with Your Landing Page
When you include a CTA in your email, it’s important to make sure that your landing page is in sync with the email. This means that if you’re promoting a product on your landing page, the product should be featured prominently on the page, and the CTA should be clear and easy to find.
If your email and landing page are not in sync, then people may get confused, and they may not take action on your CTA. This can hurt the effectiveness of your brand awareness campaign strategy (and brand awareness), it can also hurt your conversion rates.
The CTA is a valuable tool, and it can be very effective when it is used correctly. However, if you include too many CTAs in your email, then people may not know which one to take action on. This can confuse people, and it can also decrease your conversion rates. This is why I often suggest an email should have a single (powerful) CTA. Being focused, clear, and direct has a positive effect on your brand!
CTA’s aside, it’s important to ensure your graphic and intellectual elements are consistent. This means the graphics of your email and landing page (website) need to be consistent. Your landing page should reinforce the CTA in your email (again, remain focused) – Keep all elements of your brand awareness campaign strategy consistent.
If you need to have another CTA, then that should have another (partner) landing page, again with consistent graphic branding.
Be Consistent with Your Emails
It’s important to be consistent with your emails. This means that you should send them on a regular basis, and you should also use the same template for each email. If people see that you’re constantly changing your template, then they may not recognize your brand, and they may not open your emails.
Sending consistent emails also helps to build trust with your subscribers. If they know that they can expect to receive an email from you on a certain day, then they’re more likely to open it. And, if they know that they can expect to receive the same type of email each time, then they’re more likely to read it.
If you’re looking to increase brand awareness with emails, there are a number of ways that you can do it. Start by sending well-targeted and personalized messages to your subscribers or customers. Personalize the message so they feel like they know who is talking to them (you). Include CTAs in order for people to take action on your message. And, finally, be sure to be consistent with your emails so people begin to recognize and trust your brand.
You can learn much more about brand awareness campaign strategy practices by visiting our Small Business Email Marketing posts. As well as find out more about Email Campaign Management.