A huge part of successful marketing is building brand awareness in the consumer’s mind. What is brand awareness? It is simply the familiarity with the image and the attributes of a particular brand – whether it is for goods or services.
Email marketing can be a very powerful tool for building brand awareness when it’s combined with a comprehensive overall marketing strategy.
You are proud of your product or service, and you want the world to know about your brand, right? You want like-minded consumers to discover your brand and find their solutions with your business. With opt-in email marketing, you have a unique opportunity to speak directly to your target audience, showcasing your brand and spreading the word organically when your audience themselves become brand ambassadors.
Email works effectively for both B2B and B2C marketing.
With B2C marketing:
- 32% more revenue is attributed to welcome emails than any other promotional email type.
- Consumers spend almost 140% more when purchasing through email than do those who don’t receive offers via email.
- Up to 80% of retailers report that email marketing is their strongest driver of customer retention, performing twice as well as social media marketing.
- Additionally, the vast majority of consumers prefer to receive permission-based promotional material via email in preference to SMS, social media, direct mail, or voice call.
When it comes to B2B marketing, the majority of business professionals prefer communicating for business via email.
Yet only 7% of small and medium businesses use email as a tool for building brand awareness!
Why is email marketing so effective for building brand awareness? Email works for almost everyone, regardless of demographic. Men and women equally respond to email promotional material they receive, and more of us are using mobile phone to open and check email. It is estimated that by 2019, there will be 2.9 billion email users worldwide.
How to Make Email Work for You
Getting it right is imperative when using email marketing to build brand awareness – otherwise you can actually damage your brand’s reputation. Be sure to follow these steps:
- Include your brand or company name in the Sender field – and be consistent with this.
- Create a persona – are you an individual or a company? Personalising the sender as a specific person from the brand or company can be very effective for creating trust and transparency.
- Keep consistent with your brand identity, from your subject line and throughout your content.
- Never send unsolicited emails – only include recipients who have opted in by providing you with their email address.
- Partner with a professional email marketing gateway like ClickSend. By doing so, you will work in collaboration with an expert company that knows exactly how to get your message across for the best results for your business.