Email Marketing: A Formidable Tool to Enhance Brand Awareness
Every business battles hard in the market arena to increase sales and grab profits to boost its revenue and ROI. However, on the path towards increased sales and profit, one must not overlook a companion on the way. This companion will not only take you to your destination quickly but can also help you to build your abode in the orchard of increased sales and profit. Emancipating you from making the tedious journey every time, this companion of our discourse is called brand awareness.
Source: Track Repeat Business & Retention
There are several ways in which you can boost your brand awareness. The idea is to develop a healthy relationship—embracing trust and authority—with your potential (or existing) customers that strengthen the position of your business.
Introducing Email Marketing
One of the most productive tools in a marketer’s toolbox is Email marketing. Not only is it cost-effective (for every $1 spent, ROI is $38.) but also a direct way of reaching your customers regularly. Consider email marketing in numbers:
Email marketing messages account for 66% of purchases.
For customer acquisition, email marketing is almost 40 times more effective as compared to both Facebook and Twitter.
Let us now look at the following 6 ways in which you can leverage email marketing to enhance brand awareness:
1. Introductory emails must have a lasting impression
As they say, “the first impression is the last impression.” The quality with which you establish your first contact will determine how subsequent communications in the future would be. The introductory mail does not have to be a lengthy one, and in fact, a lengthy mail is a big-time turnoff. Focus on the quality of the content. More than that, try to create a buzz amongst the users hinting, not disclosing, on the imminent product or service. Even if that product is not on your mind, you can take up the conversation from where you had left after the release of your latest product, only if you have taken the first step right.
2. Be congruous in your Email Marketing campaigns
You must have a fair idea about what the customers are looking for. In this age of Big Data, Analytics, Machine Learning, and AI, you cannot make the excuse of not knowing what the customers want. If customers have a problem, your email that provides them the solution will be a boon for them, as well as for your business.
For instance, retail customers look for particular merchandise in the festive seasons. An online retailer must have the idea about which products will be in demand, and then subsequently drive their email marketing campaign.
This Black Friday saw a whopping $7.4B record online sales and $2.9B spent through mobile smartphones.
3. Segment users and “touch a chord” with them
How do you make yourself heard to a person when there is a lot of noise? Simple, you go to them personally and speak loudly (not scream!) covering with your palms the path in between their ear and your mouth. Similar is the case with email marketing. Customers get emails in huge numbers. Why would they click yours? Even if they do, why would they stay for long?
Based on several users’ data like age, gender, demographics, purchasing behavior, etc. customers are segmented into various groups and then targeted with personalized emails.
According to Mailchimp’s user data, segmented email marketing campaigns had 14.64% of higher email open-rates, while 59.99% of higher click-rates when compared to campaigns that were non-segmented.
4. Have a unique and authoritative brand voice
To succeed, one has to be unique and consistent. Based on your products and target audience, you may have a solemn or amiable tone of communication. Whatever it is, make sure to be consistent. Because consistency will enable you to develop your unique brand personality, which in turn will allow you to win your customers’ trust and establish you as a reliable business in their eyes.
5. Email & landing page must be on the same lines
A landing page is an integral part of the email marketing sales funnel. So, there must be a consistency in what your email says and what the landing page says. If your email promises say a flat 50% discount, and there is no trace of such an offer on the landing page, prospective customers will understand that your offer was merely a snow job, and they will bid you adieu forever.
6. Do not nag the user with continuous sales pitches
Businesses that bombard users’ inbox only with the purpose of selling do not realize how they are not only damaging their reputation but others as well, including the email marketing platform.
A long term relationship with the customer is established when you are a problem solver more than, merely, a seller. Customers engage with brands that commiserate with them and ultimately become their long-term customers.
Summing it up:
Brand awareness allows you to have perennial success. Customers who trust you will always turn to you in their hour of need. Email marketing is a formidable tool for boosting brand awareness. The directness and regularity with which B2B emails can be leveraged make it a powerful tool in spreading brand awareness. All you need are the above-mentioned 6 pointers in your marketing quiver.