Media Update | Why email marketers need to reflect their brand message
Email marketing is an effective way to reach consumers, but the message sent must always reflect the brand. All it takes for a campaign to be adversely affected is for one email to send the wrong message to a consumer.
media update’s Adam Wakefield spoke to Paula Sartini, founder and CEO of BrandQuantum, about email branding, and how a tool like BrandMail ensures a consistent brand message.
How effective is email branding?
Email is still the most widely used communication tool. This is supported by research findings that reveal the average office worker receives approximately 121 emails daily.
Every email provides an opportunity for companies to build their brand and promote offerings that are relevant to the target audience.
However, in many instances, employees personalise emails with strange fonts, irrelevant signatures and slogans and send content that may not be relevant to the recipient.
What’s the difference between poor email branding and good email branding?
The most important element to building trust among customers is consistency, as past experience provides a good indication of future behaviours.
In order for companies to meet customer expectations, they need to ensure that all branding elements, which includes the logo, font type and colours, are used correctly in every email communication.
For example, banners and email signatures should be consistently designed. However, branding goes beyond the visual elements by including tone, message and core values.
As such, the content of the email also needs to align with the overall brand to deliver consistent brand experiences in every customer interaction.
In order to build brand trust with customers, every single email that is sent from an organisation should have consistent branding so that the customers get the same experience, from every email, regardless of who sent it.
While some people are ‘on brand’ in all email communications, it takes one person to deliver an experience that doesn’t meet the customer’s expectations, diluting the brand a company has been building for an extended period of time.
Also, the key to successful email marketing is personalisation, as people are bombarded with marketing messages every day. The most effective campaigns are targeted to deliver the right message to the right people at the right time.
How does BrandMail guard clients against content that is not contextually suitable?
BrandMail allows the marketing department to pre-develop non-cookie cutter content. It gives users access to content that is relevant to their audiences and helps them to respond to their customers quicker than before.
The cloud-based solution then enables employees to access this content via Microsoft Outlook, insert it into the body of an email and edit it as necessary, while attaching approved documents to the email if appropriate.
With the built-in email banner creation tool, marketing departments have the power to make immediate changes to pre-designed banners without having to enlist design teams.
What are the advantages of working with cloud technology?
By using cloud technology, the user experience remains the same, no matter where you are in the world. The cloud allows users to access the latest versions of content and materials via ‘push’ rather than ‘pull’.
This means that the process is automated for the users rather than them having to go and fetch the information.
By using cloud technology, we are also able to provide a brand platform that links to the broader BrandQuantum ecosystem.
It also standardises email branding across entire organisations, providing tamper-proof email signatures, pre-developed content and hyperlinked banners to deliver consistently branded emails across all devices.
For more information, visit www.brandquantum.com.
Original Article on Media Update
by Adam Wakefield