How To Emphasize Your Brand Personality through Email Marketing
When you’re trying to create a brand, your brand personality is one of the most important things to focus on.
It’s what makes your brand unique and sets it apart from the competition.
However, you can’t just rely on your website or advertising to communicate this personality. You need to use email marketing as well.
This article will discuss how to use email marketing to emphasize your brand personality. Using these tips will help you differentiate yourself from the competition.
What Is Brand Personality?
Brand personality is the way your brand speaks and presents itself to customers. Your company conveys the voice, tone, and overall attitude through its marketing materials.
Your brand’s personality should reflect your values to your target audience. For example, a luxury car brand would use a different brand personality than a budget-friendly car brand. The former might focus on sophistication and luxury. The latter might focus on affordability and practicality.
Ultimately, your goal is to create a brand personality that resonates with your target audience. Do it correctly, and it will set you apart from all competitors.
Why Does Brand Personality Matter for Email Marketing Campaigns?
Your emails are a crucial point of contact between you and potential customers. They play a significant role in shaping customer perceptions of your brand.
If your emails are dull or uninspired, customers will likely view your brand differently. However, if your emails are engaging and reflect your brand’s personality, you’ll more likely win customers over.
In short, paying attention to your brand personality in email marketing can help you build better relationships with customers.
How To Identify the Key Traits That Make up Your Brand’s Personality
There are a few factors to consider when identifying the key traits that make up your brand’s personality.
First, think about your target audience. What type of people are you trying to reach? What are their interests and values?
Next, consider your brand values. What are the most important things you want to communicate about your brand?
Finally, take a look at your competitors. How do they present themselves to customers? What type of personality do they have?
How To Use Those Traits to Create Emails That Resonate With Your Audience
Keep the following tips in mind when you’re creating email campaigns.
Create a Style Guide for Your Email Marketing
The first step is to create a style guide for your email marketing. Include your brand’s colours, fonts, and logo. Specify the tone and voice you want to use in your emails. Using a style guide will help you create an emotional design brand.
Use Color and Fonts To Create a Visual Theme
Your brand’s colours and fonts should create a visual theme throughout your email campaigns. It’s important to use colours and fonts that remain consistent with the rest of your marketing materials. Doing this helps customers easily recognize your brand and build familiarity with it.
Maintain Consistency Between Emails and Landing Pages
When customers click on a link in your email, they should arrive on a landing page consistent with the email template. Use the same colours, fonts, and brand elements. Consistency helps create a seamless experience for customers and reinforces your brand identity.
Stick To a Simple Layout That’s Easy To Navigate
Keep your email layout simple and easy to navigate. Use short paragraphs and clear headings. Include plenty of white space. Help customers scan your emails quickly and easily to find the information they’re looking for.
Keep Content Engaging, Friendly, and Personable
The content in your email must remain engaging and relevant to your audience. Write in a friendly, personable tone. Speak to customers the way you would speak to a friend. Use language that’s easy to understand and avoid industry jargon.
Use Images and Videos to Break up the Text
Images and videos are a great way to break up the text in your email and add some personality. They can also help explain complex concepts. Just make sure the images and videos you use are relevant to your content and fit with your brand’s style.
Advanced Tips for Staying On-brand With Your Email Marketing Content
In addition to using the above tips, you can employ a few advanced strategies. Use them to ensure that your email marketing content always reflects your brand’s personality.
Use a Strong Welcome Email
Your welcome email is the perfect opportunity to make a great first impression. Use it to immediately help new subscribers understand the link between the opt-in landing page’s messaging and the content they’re greeted with inside the welcome email.
Each subscriber must immediately recognize the same branding and messaging they saw on your website or social media platform. You’ll lose attention if your email communication results in a branding mismatch.
Keep Your Tone Consistent
It’s essential to remain consistent with your messaging. Don’t switch up your tone or content too often. Doing this can confuse customers and make it difficult for them to understand your brand.
Avoid overselling subscribers inside your email content. Don’t bombard customers with too many sales pitches. Instead, focus on providing value and building relationships. This doesn’t mean you can’t sell. However, pay attention to maintaining a good mixture of helpful content and asking subscribers to make a purchase.
Include CTAs in Your Blog
Include calls-to-action (CTAs) to your website in your email content. It helps customers stay up-to-date on your latest content. It also allows you to expand on any points made via email communication.
Going back to the previous point, it allows you to use a soft CTA on your sales landing pages. That’s where you can close effectively into the sale. Use your email messaging to agitate problems. Then, you can reveal how your product or service provides the ultimate solution on your landing pages that subscribers click.
Use Behavior-based Automation
Behaviour-based automation allows you to send different types of content to different groups of people. You can do it based on their interactions with your brand. You’ll also hear this called segmentation.
For example, you could send a first-time buyer an email thanking them for their purchase. Provide them with coupon codes for future purchases. Then, you can segment them based on their behaviour with their coupon code. If they purchase, they’ll now go on your customer list. If they don’t buy, send them into a different nurturing sequence.
Segmentation is a great way to ensure that each subscriber receives relevant and engaging content to their needs.
Use A/B Testing to Understand What Works Best
A/B testing allows you to test different types of content to see what works best with your audience. Use it to fine-tune your email marketing content and ensure that it reflects your brand’s personality.
Monitor Feedback From Customers
Make sure to monitor customer feedback. Doing so will help you understand how they perceive your brand. Customer feedback is the best way to know how well you represent your brand’s personality in your email marketing content.
If you’re unsure where to start, begin by surveying your list. Ask them how they feel about the content you’re sending. Do they find it valuable? Is there anything you could do better?
Listening to feedback from customers will help you ensure that you’re staying on-brand with your email marketing content.
By following the tips above, you can ensure that your email marketing content reflects your brand’s personality. Differentiating your brand from competitors is essential for success. Select two to three methods you don’t currently use. Then, put them into action.