How to Create Email Branding
Email has become one of the most common forms of professional and
personal communication. It's affordable, convenient and, if used
correctly, an excellent branding tool. Many private and public
organizations are now using email newsletters to grow their brands and
spread their messages. To maximize email's value as a branding tool, you
need to focus on consistency for your content, voice, design and
deliverability.Creating a memorable brand
1. Define your niche. To build a strong brand, you need to have legitimacy
with your readers. What's your expertise? What can you write about with
enough authority that readers will come to you for advice or
information? You may feel passionate about a topic, such as national
politics, but if you can't create legitimacy and offer a compelling
reason why readers should care about your opinions, you will struggle to
build a strong brand.
2. Decide on a voice. As a form of correspondence, email is somewhat
personal in nature. Your readers need to feel like they know you. You
can't be folksy and conversational one day and technical and scientific
the next. This creates brand confusion.
3. Select a template. Your design template should be a reflection of your
brand. Are you trying to create a high-tech image, which would lend
itself to more images and a slicker design? Or are you trying to be
personal and conversational, which would favor a design that is more
text-heavy and less polished? If you use too much HTML code or too many
images in your email, it may become caught in spam filters. Work with
your email vendor to find the right balance.
4. Work with a vendor who will protect your reputation. If you hire a
vendor to send your emails and manage your lists, make sure that vendor
has an aggressive program for protecting your online reputation. All
emails should have easy links or buttons for unsubcribing or reporting
the email as spam, if the reader didn't wish to receive it. Make sure
the vendor is "whitelisted" with the major Internet Service Providers
(such as Yahoo!, Gmail, Hotmail, AOL, etc.). This means the ISP knows
the vendor is not a spammer and will not block delivery of the vendor's
emails. Your vendor should also be able to make recommendations about
when to send your emails, how best to format them to avoid junk mail
boxes, and other things you can do to increase deliverability.
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