There’s no denying that branding is one of the most important aspects of any business. This broad term defines what your company stands for, the voice your company has, and, most importantly, the way your customers perceive you. You’re fully in control of this image depending on the decisions you make, which is why it’s important for you to make the right ones.
While imagery, logos, online content, and PR campaigns are all the riot when it comes to branding a business, another way that many businesses are finding help, especially on a more personal, one-on-one level, is using email newsletters.
By implementing an effective and consistent email newsletter into your branding strategy, you can go out of your way to connect with your customers and share information about your business that can help to create an emotional connection which can dramatically drive up your success rates.
But how exactly can you be proactive in creating a newsletter that gets this kind of click-through rates and this kind of results? How can you build and craft your brand into whatever you want it to be? Today, we’re going to find out.
#1 - Create a Consistent Brand
People are going to get very confused very quickly when it comes to your newsletter if the experience of your branding doesn’t match what they already know. This means designing your newsletters in a way that matches your website, or the overall aesthetic of your business.
Ideally, you’re going to want to lay your newsletters out in the same way, using the same color palette and tones, the same font styles, the same links and tone of voice in the content you’re making. This helps people identify with your business in the easiest possible way.
“Even the way you implement images into your newsletter is vital. Make sure your images are edited and filtered in the same way your other image content is edited and filtered. The more consistent your branding across these elements of your business, the more people will connect and engage with what you have to say” shares Harry Davis, a brand manager for Paper Fellows.
While we’re on the subject of imagery, it’s vital to your brand that you think about the kind of images you’re using in your newsletter. While it’s true you want your business to stay consistent; a newsletter gives you the opportunity to show a more exclusive and personal side to your company. You can make your company seem more human, rather than a faceless organization.
You could do this by including images of your staff, employees or customers (with their permission, of course), or by showing behind the scenes images of what’s going on behind closed doors.
This is a great way to draw people into what’s going on, and they feel like they can trust you a lot more because you’re a transparent business.
See in the Ben and Jerry’s newsletter how they use images to entice desire for the milkshakes. All of the recipes they offer include their product - so, they are offering useful content for their subscribers but they are also selling their product.
#3 - Choosing a Clear Layout
While it’s important to look at the bits and pieces of content you’re using; the next step is to figure out how you’re going to piece it all together and present it all to your reader. This is one of the most important things you’ll want to think about because it will define how your reader interacts with your content and what their eyes are drawn too.
No matter what email service provider you’re using to implement your newsletter, you’ll find a ton of templates and presets you can use to design your emails to help you look like you want them too. Feel free to play around and see what works best for you.
You’ll also notice in this example that the page has been optimized for both larger screens, like desktops and tablets, as well as smaller device screens, like that of a smartphone though. This is vital because you never know what kind of device your email is going to be opened on, so you’ll need to make sure it’s optimized for all of them.
#4 - Work on Your Subject Lines and Headings (and Snippets)
It’s all well and good working on the content of your email, but there’s no point if nobody’s going to open your newsletters to read them. This means working on improving your subject lines and the headers of your email.
These two small, but vitally important, elements are so essential for getting people to click into your emails and read them, and in many cases, will be the first impression as to whether anybody will click and connect with your business.
While you don’t want to be writing clickbait subject lines, you do want to grab your reader’s attention and make them want to click on your content to hear what you have to say. You want to be providing value into their lives.
What’s more, an increasing number of businesses are noticing the important the snippet text has on the email. This is referring to the preview text of several words that show up next to the subject line to show the reader what’s inside.
For this reason, make sure your snipper text counts and compliments the subject line you’re working with. This is another way to grab attention and draw people in if done properly.
#5 - Write Engaging, High-Quality Content
Of course, while there’s a lot of things to think about when it comes to designing and formatting your newsletter, there’s no denying the importance that the actual copy of your email has. You need to make sure you’re writing high-quality content that captivates your audience and really draws them into what you’re saying.
This can take planning and, to a certain extent, a lot of trial and error to see what works for you. Every single business is different, and you’ll have your own tone of voice, style, and way that you’ll portray yourself which will constantly evolve over time, especially as your business grows.
You’ll also want to make sure your content is accurate in terms of quality and readability. This means ensuring there’s no spelling mistakes, grammar errors or typos, and everything is finished to the highest possible standard.
#6 - Work on Your Tone of Voice
It’s important to make sure, as we briefly discussed above, that you’re working on your tone of voice in order to get the best results. Your tone of voice is going to be unique to your business, but you’ll need to write in a way that connects with the target market you’re trying to sell too.
After all, you’d email a 19-year-old female audience far differently than you would a B2B company in the metal works industry. You need to make sure your content, and the branding of your content, suits the market you’re aiming for.
If you’re starting out with your newsletter, this a great place to get yourself off the ground. Simply think of the word that best describes what you’re aiming for, and then start to build your branded voice from the ground up. This will take time, and there’s no point trying to rush it. Just be methodical and be open to trial and error of what works for you.
Here is an example of a brand that has an excellent tone of voice related to the subject of their newsletter and the audience that reads it.