Emails have changed the game. With every other form of digital marketing slowly becoming automated and more people turning to email marketing for business communications, it’s time to update your strategy.
While your business may not (yet) be on the opposite end of the spectrum and you’re happy to still be using the same email marketing platforms like MailChimp or Market Hero, it’s high time for you to step up your game.
What would your ideal email marketing slogan look like?
Does it start with “Be the change you want to see in the world” or “Think outside of the box”?
Depending on your product, service, or niche, you may have an idea of what your ideal email marketing slogan should be, but for the sake of this article, we’ll go with the traditional approach and ask you to think of a slogan that would best represent your brand.
Why Should You Rebrand Your Email Marketing?
While it doesn’t hurt to have a memorable slogan, this is no longer adequate if you want to maximize the success of your email marketing campaign.
If you’re using an older version of Outlook, you’ll notice that your emails often come with a slogan in the subject line and sometimes even the body of the email. If you’re using a different email client or have customized the template of your email, you may not see these elements anymore.
Outlook is one of the most popular email clients with over 200 million users worldwide and is known for its quirky branding and colorful subject lines. If you’ve been using the same email campaign for a while, chances are your messages are starting to look a little dull.
To spice things up, give your campaign a fresh new look with a rebranding effort that will make your contacts want to get in on the action.
Even if you’ve never heard of rebranding an email marketing campaign, you know exactly what it is. You’ll want to put your company’s branding on the email messages you send to potential and existing customers. This includes your logo, color palette, typeface, and more.
When you rebrand your email marketing, you’re essentially doing two things. First, you’re updating your branding across all digital channels (web, social, mobile). When customers see your email branding, they’ll know exactly who you are and what your offering without having to catch the attention manually (i.e. with a noisy banner or pop-up). Second, you’re changing the visual style of the email. Depending on your target audience, you may want to go with a brighter, more upbeat tone or adopt a more serious approach. The important thing is that you’re keeping the core of your message consistent while making small adjustments to fit a new market or segment.
Why should you change the visual style of your email?
Customers have grown immune to basic plain-text emails. With subjects like “Important Information About XYZ” or “New Product Promo” and sometimes even the body of the email content just a single, lengthy paragraph, customers have been trained to scan these emails for basic information.
In a digital marketing world built on a foundation of data, businesses are starting to see the value in a more visually-appealing email. Here are a few stats from Accenture that back this claim up.
– According to the 2018 Email Marketing Benchmark report by Accenture, 84% of consumers have ‘opted in’ to receive marketing messages.
– Also, 66% of consumers would rather receive marketing emails in a visually-appealing format rather than a plain-text email.
– In the same report, 79% of consumers value good design when it comes to email marketing.
– In 2018, for the first time ever, more people opened email messages on mobile devices than they did on desktop computers.
If you want to put your company’s logo on your emails, do so with a simple logo in the upper-right corner. You can also use a drop-cap to make it easy for readers to quickly catch the attention of the email.
The most successful email rebranding efforts begin with a strong brand identity and a clear mission statement. You’ll want to take your time creating a brand identity guide that includes everything from a company slogan to a logo. This will help you establish your identity across all your marketing and communications materials including email.
How Can You Ensure the Success of Your Rebranding Effort?
To ensure the success of your rebranding effort, you need to take a few smart steps.
First, identify your target audience and determine which segment of this audience you’ll be using for the rebranding effort. For example, if your company’s target audience is mainly composed of Gen-Z customers, you may want to focus on creating an email campaign that appeals to this demographic.
Once you’ve defined your target audience and segment, you can begin to think about what sets you apart from the competition.
Depending on your target audience, you may want to go with a more youthful approach or adopt a more serious tone. If you want to take your rebranding effort to the next level, you can also hire a copywriter to help you craft some compelling marketing material.
If you want to put your company’s logo on the email, do so with a simple logo in the upper-right corner. You can also use a drop-cap to make it easy for readers to quickly catch the attention of the email.
The most successful email rebranding efforts begin with a strong brand identity and a clear mission statement. You’ll want to take your time creating a brand identity guide that includes everything from a company slogan to a logo. This will help you establish your identity across all your marketing and communications materials including email.
Once you’ve established this guide, you can begin to think about the content you’ll need to include in your rebranding effort. You might want to begin by looking at the copy you used in the past for similar marketing campaigns. It’s important to keep the core of your message consistent while making small adjustments to fit a new market or segment.
How can you make the switch from a stale email campaign to a successful rebranding effort? Begin by asking yourself questions about what you’ll need to change. If you find that your message doesn’t seem to resonate with your target audience, it may be time to change something about the way you communicate. You don’t want to lose your audience, but you also don’t want to be sending the same boring messages to people either.
If you want an email marketing campaign that will put a smile on your contacts’ faces, start by asking yourself questions about what you’ll need to change to ensure the success of your rebranding effort.