Can Your Email Newsletter Campaign Increase Brand Awareness?

Email for brand awareness

GUEST BLOG by Téa @ Moosend

Since the beginning of time, marketers have been trying to find new ways and creative ideas that will help sales, lead generation and will lead to an increase in revenue. 

When email was invented, email blasts began. And when email blasts began, marketers realized that, with a little nip here and a little tuck there, emails were the best and most cost-effective medium to drive more sales.

But that was in the past. Nowadays, the plethora of shops, brands and content means that your own needs to somehow stand out. And what better way to stand out, than to build brand awareness?

Just consider all the brands you’ve come to know and love. All the brand names that you’ve come to use as proprietary eponyms, such as the hula-hoop (which is a plastic hoop, really), or Kleenex (instead of paper towels). 

Could you imagine the success they’d have, had email marketing been invented at the time? But with so many brands coming and going, how can you make your own stand out through a successful email marketing campaign?

To make the most of your email marketing campaigns and offer your readers a consistent style they will engage with, you should send carefully curated emails that reflect your brand and create a memorable experience.

It’s no rocket science. All you have to do is pay attention to the most 3 crucial newsletter design elements:

1. Visuals and Copy

Visual content reigns all, in this day and age. Videos, GIFs, emojis, images, any visuals you could imagine, are the cornerstone of any and all brands. 

But why is that? Well, visuals are what sets the overall tone of your company, your brand voice if you will and makes you who you are, along with a creative catchphrase. 

If you check out an email, you will see that the copy is minimal, compared to the visual stimuli:

Carhartt email example

As you see, the visual of this campaign for Carhartt proves our point: minimal copy and a fantastic GIF, as far as design and concept is concerned.

There’s also the option of adding videos, like that one: 

Wistia is a service that has set out a brand voice that’s fun, youthful and creative. And this is exactly what that email is. The copy is limited but so creative.

Maybe you can check out the newest trend in email marketing: Interactive emails!

Now, as far as the copy is concerned, just sit down with your creative team (or self) and think: What are the core elements that make or break your brand, both as a brand in and of itself, and industry-wise?

As with visuals, your copy needs to be unique, needs to be following the brand tone and needs to entice your audience.

on brand email

Ticketfly’s email newsletter is a fantastic example of the point I’m trying to make. As a ticket distribution service, you can’t expect its tone to be overly serious or omit the fact that live music is this brand’s “thing”.

The wordplay is strong with this one, too, as it was a seasonal email, and Christmas is all about loved ones and presents. So, what better way to show your love than an entertaining audiovisual experience?

The copy itself is focused on the brand-fun, playful, but addressed to people who love live events.

So, the kind of visual elements and copy is important, but what you’ll need to take into account is that these need to be consistent with your brand and the emotions and outcomes your brand promises. This is the only way to build the right expectations and familiarity. 

To achieve this, you must have a solid idea of what your brand is and how you want it to be perceived by customers.

Are you modern? Traditional? Edgy?

What is it that you can offer? Solutions? Food for thought? Advice? Loyalty programs?

Why should your audience trust your brand and not someone else’s brand? What do you have, that others don’t?

Find these key elements, study them, use them according to your data and your buyer personas and then incorporate them into your emails.

When you have your KPIs nailed down, act. Visuals and strong CTAs will help you fully communicate your brand and make both your audience’s and your life much easier, not to mention much more fun and exciting. 

2. Mobile Optimization

If you think long and hard enough, you may know a person or two, who doesn’t use a smartphone. However, this is only if you sit down and actually try to think about it.

Since 53% of emails are opened on mobile devices, then optimizing for mobile is virtually a no-brainer. 

Make sure that you’ve got an email marketing and automation provider that can help you do exactly that: Test the responsiveness of your emails across devices. Like Moosend does.

You should make sure that your emails are good to go and are responsive on mobile, as capturing a potential customer’s attention while they’re browsing through their emails is the ultimate way to appeal to the impulsive nature of a buyer.

Not only that, but also think of the damage not optimizing will cause your brand. Just consider: Would you keep an email, out of the many you receive every day, that didn’t display well on mobile, just to check it out when you got the chance to get to a computer? I bet you’d delete it.

What would the chances be, if you were already familiar with the brand? In that case, I don’t think you’d be so quick to send it to the bin.

If you want your content to be seen and convert, your newsletter design should definitely work on mobile devices.

Hint: Generally, single-column works best for mobile. Maybe you should consider that.

3. Forward Button

Did you know that one of the features of many email marketing and automation software is adding a forward button to your email newsletter?

Have you tried that option yet?

Just add a button like that one:

Forward button for email

The use of email is older than the internet itself, and word-of-mouth is even older than that, but it still converts and brings in more and more customers. So why not use it?

That will result in more people seeing your email, more people searching for your brand on social media and otherwise, more people referring other people-especially if you decide to establish an affiliate program with added discounts and benefits.

It will boost your brand awareness in no time, really, as it serves as social proof: People recommending your company to their loved ones. Well, it must be good!

So use the power of email marketing’s high ROI and word-of-mouth’s social proof and see the number of your subscribers and your brand awareness fly off the roof!

Conclusion

Building brand awareness today is easier than ever with email marketing. 

The key lies in consistency and being unique. You see, humans are creatures of habit and change is not always wanted.

So go ahead and establish a brand tone, create an e-mail newsletter that is consistent with your brand’s tone and your audience and this will be reflected in your social media pages as well as landing pages and anything else you may create and see your brand become a household!

Author Bio:

Téa is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.
Moosend author Tea