{"id":996,"date":"2011-09-27T14:44:51","date_gmt":"2011-09-27T18:44:51","guid":{"rendered":"https:\/\/www.emailcritic.com\/?p=996"},"modified":"2023-08-31T09:52:21","modified_gmt":"2023-08-31T13:52:21","slug":"using-email-marketing-to-build-your-brand","status":"publish","type":"post","link":"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/","title":{"rendered":"Use Email to Build Your Brand, Not Break it"},"content":{"rendered":"

Does your email marketing work for your brand or against it?<\/strong><\/p>\n

Your brand is everywhere in everything you do. Every customer contact affects your brand perception, from the physical appearance of your store to the online look of your website to the tone of a voice on the phone. Every part of a customer’s experience of your business is part of your brand, including your email marketing.<\/p>\n

So let’s stop for a minute to consider how well your email marketing program is building up your brand…or breaking it down.<\/strong><\/p>\n

Take a good hard look at your email marketing program overall. Does it appropriately represent your company\u2019s brand? Does it cover the importance of brand identity? Think beyond your logo and colors. In this case, we want to consider the whole experience. And by that I mean the customer’s experience. Remember, for customers, perception is reality. If your brand is perceived a certain way, it is a certain way in the mind of your customer.<\/p>\n

Below are some overlooked components of your email marketing program to consider when evaluating the impact on your brand.<\/p>\n

From Name<\/strong>
\nThis is a starting point in your customer’s experience with your email, remember as it’s the first thing he or she will notice. What kind of brand impression will you make with a From line that starts “donotreply@…” Or “sales@…”? Get a From name in there that builds brand, not distrust.<\/p>\n

Frequency<\/strong>
\nAre you emailing too often? Emailing too frequently is akin to a waitress who keeps showing up at your table as you eat, or a salesperson hounding you as you go through a store. If your brand is meant to be obnoxious, then too-frequent emails are in line with that brand. If not, make sure the frequency is appropriate.<\/p>\n

Content<\/strong>
\nIs your content relevant to your customers or only to you? Are you giving them information they want to receive? What about the tone, voice and language of your emails, does it all fit with the brand perception you want to build among your audience? If your brand is friendly and kind, and your emails are written in stiff corporate speak, you\u2019re going to end up with a painful disconnect in the customer\u2019s mind.<\/p>\n

Offer<\/strong>
\nDoes your offer fit your brand? If your brand is affordable home d\u00e9cor, but your latest email campaign touted high-end leather sofas in the four-digit price range, is that going to negatively impact your brand perception? Do your offers fit with the promises made at the time of signup? If you incented people to subscribe for certain types of emails, have you followed through to deliver those very emails?<\/p>\n

Your brand is everything everywhere, including your customer’s inbox. Make sure your email marketing is building that brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

Does your email marketing work for your brand or against it? Your brand is everywhere in everything you do. Every customer contact affects your brand perception, from the physical appearance of your store to the online look of your website to the…<\/p>\n","protected":false},"author":88898,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_editorskit_title_hidden":false,"_editorskit_reading_time":2,"_editorskit_is_block_options_detached":false,"_editorskit_block_options_position":"","footnotes":""},"categories":[9,63],"tags":[70,202,48],"yoast_head":"\nUse Email to Build Your Brand, Not Break it - Email Critic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Marco Marini\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/\"},\"author\":{\"name\":\"Marco Marini\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/person\/5e4bfed35923669d613f27aac2264927\"},\"headline\":\"Use Email to Build Your Brand, Not Break it\",\"datePublished\":\"2011-09-27T18:44:51+00:00\",\"dateModified\":\"2023-08-31T13:52:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/\"},\"wordCount\":473,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\/\/www.emailcritic.com\/#organization\"},\"keywords\":[\"branding\",\"Email Marketing\",\"email subject lines\"],\"articleSection\":[\"Best Practices\",\"Email Content\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/\",\"url\":\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/\",\"name\":\"Use Email to Build Your Brand, Not Break it - Email Critic\",\"isPartOf\":{\"@id\":\"https:\/\/www.emailcritic.com\/#website\"},\"datePublished\":\"2011-09-27T18:44:51+00:00\",\"dateModified\":\"2023-08-31T13:52:21+00:00\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.emailcritic.com\/using-email-marketing-to-build-your-brand\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.emailcritic.com\/#website\",\"url\":\"https:\/\/www.emailcritic.com\/\",\"name\":\"Email Critic\",\"description\":\"The Bloody Truth About Email Marketing\",\"publisher\":{\"@id\":\"https:\/\/www.emailcritic.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.emailcritic.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.emailcritic.com\/#organization\",\"name\":\"Email Critic\",\"url\":\"https:\/\/www.emailcritic.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2020\/03\/emailcritic-logo.jpg\",\"contentUrl\":\"https:\/\/www.emailcritic.com\/wp-content\/uploads\/2020\/03\/emailcritic-logo.jpg\",\"width\":400,\"height\":91,\"caption\":\"Email Critic\"},\"image\":{\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/person\/5e4bfed35923669d613f27aac2264927\",\"name\":\"Marco Marini\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.emailcritic.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/3bdf810570fb9e1a1703ba8dfab61d0f?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/3bdf810570fb9e1a1703ba8dfab61d0f?s=96&d=mm&r=pg\",\"caption\":\"Marco Marini\"},\"description\":\"Marco Marini is the CEO of ClickMail Marketing\u00a0and an acknowledged expert in email marketing with over a decade of experience in the field. 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