Guest Post from Laura Chieri, Marketing Assistant at MailJet, Europe’s leading email service provider.
Laura is Mailjet’s Marketing Assistant in the UK. Italian born & has Brazilian and English blood flowing through her veins. She’s earned the nickname of Cactus because she can be prickly at times. Now, the Saguaro has become her spirit, ahem, plant. 🌵
Here are Laura’s Top Tips for Brand Messaging within Email Marketing:
For many companies, summer means quiet, a time of the year when nothing happens. Often, while the majority of people are away enjoying their summer holidays, you are left sitting in the office wondering about what you can do to boost your business.
But the summer months don’t necessarily have to mean completely dead times. Instead, it is a great time for you to focus on the areas of your business that you might not be able to focus on as much during the rest of the year and chances are, your email voice is one of those.
Do you ever stop when creating your email marketing campaigns and think “does this resonate with my brand?”. If you do, this is the chance for you to rethink and find new ways to start afresh after the summer.
In this post, we’ll be providing you some tips and advice on how to make sure your brand messaging is well represented and reflected in your email marketing campaigns.
Are you ready for some summer fun? Here we go.
Bring out Your Inner Voice
Emails are just one of the many channels you use to communicate with your customers. It is crucial for you to understand that the way you speak to your customers over email has a huge impact, as emails have one important difference from all other channels. Assuming you’ve done things properly here and comply with GDPR – Your email contacts have given explicit consent for you to contact them. Their inbox is a private and intimate space, where they have invited you.
You therefore need to nurture and cherish this relationship and one of the best ways to do this is by providing content that fits in with the relationship you’ve created.
Many brands make the mistake of sending the same messages as mass marketing campaigns to all of their contacts. Instead, you should use personalisation and segmentation. By using them, you will be able to target specific personas in your audience, and make sure that the content you are sharing with them is properly tailored to their expectations and needs.
An email is much more than just a message, there is also the tone and voice that you use in that message. This is what makes you stand out from the crowd of companies in your field.
By segmenting and personalising your emails you are able to give your email marketing campaigns a unique and identifiable voice and you’ll reap the rewards: your open rates will increase, and in parallel, your contacts will be more likely to engage with them and click.
People will start getting used to hearing from you. And even if they won’t buy all the time, with the right content you will incentivise them to think about you the next time they want to make a purchase.
Find Your Brand Personality
In order to define how you are going to make sure that your brand messaging transpires through in your email marketing, you’ll need to define:
- The purpose of your emails.
- The role they play in your global marketing strategy.
- How the brand voice you use in your email marketing fits in with the brand voice you use across other platforms (social media, blog, website…).
Your email messaging will have to be in line with your global brand voice. This will maximise the impact of your marketing strategy and make sure you stand out to your customers.
By this, we don’t mean that your newsletters must have the same boring tone of your support pages, nor that they should be as playful as your tweets. You’ll need to find the balance that is right for you and that works for your customers.
Tell a Story
What does storytelling have to do with email marketing?! Think about it… ever since an early age, we learn from stories. Stories teach us lessons, help us to memorise concepts, and bring us together. Leveraging this in your email marketing can help to create powerful emotions and ideas.
Storytelling engages customers in the long-term, rather than the short term and allows them to relate to your brand’s personality and mission and feel emotionally invested in your success.
At the same time, people don’t only want you to tell them stories, they also want to be included and this is another great way of improving your marketing.
User-generated content is a great way to make customers feel part of your brand’s story. By asking customers to share the experiences they’ve had with your product, you are able to create a community of loyal users. In addition, you and what you offer will also look even more appealing in the eyes of new, potential customers, as your product is already tested and approved by others.
Testimonials, images, videos… There are many things your customers may be willing to share with you. You just need to ask and engage them and social media platforms offer the opportunity to do this extremely easily: For example, you can just create a hashtag and entice people to share their stories with you:
The story that you should tell in your marketing emails is your brand’s. Essentially, what you want to do is show your personality and stand out from your competition in order to win potential customers over.
When deciding what your story is and how to tell it, think about your offering and what makes you stand out. What convinces you to choose a brand over another one? Apply this to your own storytelling and share it through your email marketing too.
Collaborate, Collaborate, Collaborate
Maybe you never thought about this part of it, but collaboration is a fundamental basis on which you brand is built. Think about it. How many different teams are involved in creating the logo and design, in deciding what tone of voice you are going to use in your communications and how you are going to communicate directly with your customers? Chances are, there are many different teams involved.
Communication and coordination are therefore extremely important to avoid awkward “Oops” moments or getting your co-workers annoyed. From brainstorming how you want your brand to be and what it will look like, to creating an email newsletter, you need to make sure everyone is involved every step of the way.
When it comes to brand voice, it will have to reflect the overall image of your business that you want to be conveyed. Marketers, designers, product managers, etc. are all involved in bringing out your inner voice, in defining your personality and in finding a specific angle from which you may want to tell your story.
Sending flawless campaigns that really showcase your personality is essential, and it’s definitely a team effort. Make sure you have a clear process and the right tools at hand to allow your team to work together in your emails, to guarantee your brand message shines through in your email communications.
Now Put that Brand Voice to Work
Once you have found your brand voice, have defined your personality and what story you want to tell your subscribers, it is time to put all this to work in your marketing emails.
Obviously not all of your campaigns will be the same – otherwise you’d be terribly boring. But some parts of your email are extremely adaptable. Subject lines and preheaders are particularly impactful, since they are what the recipient sees first upon receiving your emails. Here you should play smart and try and find a way to introduce your communication that will be both familiar and at the same time, set you apart from everyone else.
Don’t forget that your brand voice is not only expressed by text, but also by the visual cues you decide to use. Think images, emojis, GIFs…. they can all help in saying something about you.
Additional Tip: Don’t Forget Consistency
When we talk about brand voice people tend to think immediately about marketing campaigns. But what about transactional emails? Just because they convey a message that may not be as fun, it doesn’t mean they don’t deserve the same attention.
To make sure that your brand is easily recognisable in every email you send out, make sure your marketing and transactional emails look similar.
Of course marketing and transactional emails have different purposes, but if you ensure branding consistency is applied across the board, your customers will trust that they are communicating with a brand that has a very well defined and distinguishable identity. This way, your overall brand messaging will also come across very smoothly.
And now you are ready. Follow the steps and ensure that your brand messaging shines through in your email marketing. Of course, we do hope that you are going on holiday over the summer as well and that you won’t spend it all in the office working on your brand messaging 😉.