Small businesses often focus on just saying what they need to say in their email marketing messages. This could result in text-based emails being sent that are unattractive to the eye at best. Do not send simplistic emails like this. Every message you send should communicate the company’s core values, brand voice and have the logo and slogan prominent. Your brand must stay consistent on all platforms.
Exhibit The Brand Inside The Email
When sending out emails, most local businesses want to just get the message across. At times, this results in some companies sending out simple text-based emails. Do not be this simplistic. Make certain every email sent contains the brand’s voice, core values and even the slogan and logo. Brand building has to be consistent across all platforms.
Provide Special Offers And Newsletters
One of the best ways to keep a brand in the forefront of consumers’ minds is to regularly provide value through email marketing. Every message does not have to be about updated features, new location openings and “Come See Our New Showroom!” pitches.
There are without any doubt numerous individuals on your email list who have only done business with your company once or not at all. Keep them intrigued by providing value through informative newsletters and special offers. Make sure to never send too many, though, or you will risk getting marked as spam.
Apply Customer Behavior To Spotlight Brand Aspects
Most email marketing tools allow local companies to track how their clients engage. This can include “open rates” and even purchasing practices. This data can be used to highlight certain brand attributes to specific customers.
Organizations already use customer information to engage in personalized marketing. Once you know what’s important to your customers, you can send different messages to different recipients and focus on the part of your brand that those clients most appreciate.
Building your brand is a non-stop job, and you should use every tool accessible to pull it off. Luckily, email marketing is among the few tools that you are likely already using.