You already know how branding works, right? And you also know how branding affects your business. You already have a brand -- whether it is your business brand or your personal brand. But are you using your campaigns to build and grow the brand as well as you should? Here's a simple yet effective trick of the trade: boosting your brand using your email campaigns is more efficient than you think.
The fact is that the community of entrepreneurs and freelancers is growing by the day; anyone with minimal expertise and access to the Internet can create an audience. Because everyone else is after the same market, branding is everything. Your brand not only reflects your authority, it'is your entire reputation. Your brand is how people see you and how much they value your knowledge and expertise. In short, building a recognizable personal brand opens up opportunities. It is the only way to set yourself apart, at arm's length from your competition.
By establishing a unique brand, you can build community. Read on to find out how you can grow that community.
Building a prosperous community through email marketing?
You may ask yourself: Why is email marketing over social media? After all, some people believe that email is not particularly useful. They are wrong. Email gives you the best ROI. Every adult has an email address, but not every adult has a Twitter account. And the majority of those who do don't pay attention to it at all. This means that email has a wider reach than any social media platform.
Did you know that the average open rate of email is 22%? Assuming the average open rate on Instagram is 10% -- meaning that only 10% of your followers will see your posts -- email still has more than twice the impact of the most popular social network. Facebook -- arguably the most used social network on the planet at the time of this writing -- only has a 6% reach rate, which is bad.
Fact: 82% of people check their inbox at least once a day, and over 50% of those read emails on mobile phones. In short, email is the best way to reach your audience.
How to Use Email Marketing to Build your Brand
1. Personalize it.
Segmentation is key to any successful marketing campaign. You can use the email segmentation to send relevant content to individual subscribers, and this can be done automatically.
We'll assume that all your subscribers got on board your email list because they like what you offer and what you say. In other words, they fit your company's goals. However, not all your content is relevant to everyone on your list: you need to categorize (or segment) your subscribers based on their gender, location, and so on, and then personalize your email content to match. This will help you to build personal relationships with your customers. This adds value to your customers as much as it adds value to your content.
Once you have divided your list into categories, reach out and clarify who they are. While it's true that you do have a business, you still need to figure out how each customer fits into that business of yours. The way to do this is to turn the problem on its head and reach out to your customers with a clear roadmap of what your business stands for. If you are managing a female-run business, for example, explain your company's values to that particular group. This does not mean that your other departments can't do it, but that you have the opportunity to curate content that is very relevant to your audience. For example, you can provide a link to an article about how you started your business and how you became relevant to other women like them.
2. Promote it
Email allows you to stand out in front of your audience and to raise awareness about your brand. You can compile a weekly or monthly newsletter that contains information for your audience. Your subscribers receive all the latest updates about your brand. Content plays an important role here. If you find content that is interesting and meets your customers' needs, then it's more likely that your subscribers will read your emails.
Every time you send an email, make sure it is promoting your brand. Use every opportunity, without being pushy. Promote the way you would like to be promoted. Instead of sending emails from your company name, alternate the sender and send it from a personal name. Include a personal description or some interesting story about yourself. This simple sender swap will allow your subscribers to contact you; they will be more interested in your company if you do so.
3. Build it
One major advantage of using email is that you can generate valuable statistics for your subscribers -- something that social media barely allows unless you spend big dollars on paid campaigns.
Most email marketing platforms provide detailed insight into various aspects of your campaigns. Using the appropriate platform, you can find out when someone opens your email, when they click on links, or when they open attachments. Open rate is the percentage of subscribers who opened your email, and the click-through rate is the percentage of subscribers who clicked on a link in your email. You can use that data to create better campaigns. By identifying what content works or what content doesn't, you can work toward increasing your click-through rate by adjusting your content.
Which leads us to this important building tip:
Make your emails exciting
I know this -- making your emails exciting -- can sound hard, if not impossible to do, especially if you are in a market that's inherently boring. Keep in mind that for most people, emails aren't as exciting as they Snapchat or Instagram posts. That's because email is a simple communication tool. It does not provide filters and does nothing like social media. This does not mean that it is not an important part of your branding strategy. In fact, most millennials (along with everyone else) still check their email more than once a day.
Email, while not particularly glowing and exciting, is a key component of our daily digital diet. Given the right tool and mindset, emails are exciting and fun. In fact, there are lots of repositories of great collections of design templates and layouts that you can use "as is" in your email campaigns. Similarly, there are plenty of subject line formulas that will allow you to increase your open rate. You can learn some of these formulas below:
Create a good subject line
As we discussed above, subject lines are critical because it determines whether or not the customer will open your email. Take your time to create an engaging subject line and an engaging topic that will appeal to your audience. For best results, keep it concise and concise and personalize it.
Do more than sales
If you use emails exclusively for self-promotion, more than likely these campaigns won't add any value for your subscribers. Your audience will see your brand only as sales-related. Instead of being salesy, you should focus on adding value for your customers by providing solutions to their problems. Consider publishing helpful articles, connecting to an easily accessible support center, and keeping a customer-first attitude.
Don't go overboard with graphics
Obviously, you should use images, colors, fonts, and GIFs to fit your brand's look. However, make sure you don't overdo it. Many, if not most of your subscribers use their mobile phones to check their emails, so make sure you want to load messages quickly. Along with fun graphics, you can always use bold and short content to get your audience to click the CTA button.
Strategies for generating leads
Before you start using email as a branding tool, the first step is to get email addresses. There are two main ways to do this: from your customers and website visitors. Once you have collected your email addresses, the next step is deciding which messages to send. You need a plan first. Start by introducing yourself. When you first email, you must be human. By introducing yourself, you should first write a natural-sounding, personal message. Don't try to sell your products or services (yet.)
You open up a bit and tell them what you do, what they should expect, and what your goals are. That way, the next time you send an email, they will know exactly who it is. People always connect faster with a person rather than a business. Make sure your readers know what to expect from the newsletter.
Next, label yourself an expert. The content you send through your emails educates your audience. You want to know who you are as an expert and your target audience. Find a niche and start giving insight. These educational emails may not immediately lead subscribers to buy your products or services, but you will build trust in quality content.
Finally, entertain and inspire your audience. Your main goal is to entertain and motivate the audience through your emails. Connect with their humor, their concerns, thoughts, and interests. If you send them valuable content at relevant times, your subscribers will be interested to hear from you.
Once you have mastered all these methods, remember to be consistent. Creating new content every week seems like a chore, but with the help of quality ESP and a little automation, you can quickly turn your newsletter off the ground. So, are you ready to build your personal brand through email marketing?