Want to make your brand more visible without spending big bucks?
There’s no getting around it. Email marketing is still one of the most effective channels you have to increase your brand visibility. In fact…
It’s 42X return on investment. The 4200% ROI most email marketing delivers dwarfs what most other channels can match.
The best part? The majority of these strategies can start being used immediately and can show impact within a matter of weeks.
Let’s Get To It:
- Why email beats all other marketing channels hands down
- Laying the groundwork with professional email infrastructure
- Strategies for creating email campaigns that convert
- Secrets for getting personalization right
Email Still Rules the Marketing Channels For Branding
There’s something marketers have known for a while…
Email still isn’t dead. It’s not even close to it. While everyone else is getting hyped up over some new social media craze, email is silently and steadily driving 52% of consumer purchases right from their inbox.
Consider for a second…
When was the last time you clicked on a Facebook ad and bought something immediately? Now how about a sponsored Instagram post? Those conversions happen. But they pale in comparison to every time you’ve clicked on a “buy now” button on a promotional email.
The power of email is that it gives you immediate access to your audience. No more having to wonder if an algorithm is going to show your content to your customer. No more having to shout out over every other brand to get attention in a crowded newsfeed. Email is the direct line you’ve been looking for between your brand and your customers.
Build A Professional Email Infrastructure
Here’s a critical step where most businesses fumble from the very start…
They use a free service email address like Gmail or Yahoo for business correspondence. This is an absolutely terrible idea if your goal is to increase brand visibility and create trust.
Email marketing is part of your brand identity. When you’re working with email hosting services and business marketing software you need to invest in a company custom email address that represents you in a professional capacity. That means using your own domain name (yourname@yourbusiness.com) rather than a generic free account.
This matters because a professional email infrastructure does three key things:
- Increases credibility – Professional email instantly looks more trustworthy
- Deliverability – Email lands in the inbox not spam
- Brand recognition – Every email you send is a branding opportunity
The tools you get from email hosting services and business marketing platforms allow you to create custom email addresses, manage multiple accounts and make maintaining a professional appearance simple so you can focus on driving brand visibility.
Build Email Campaigns That Convert
So you know you want to build email campaigns that actually get results. But what’s the secret?
It’s really not as complicated as you might think. It all comes down to three key elements that make your emails a welcome sight in your customer’s inbox.
Attention grabbing subject lines
The subject line is your first (and often only) shot at grabbing attention. Keep it short, make it punchy and get curious minds opening. Remember that no one opens a boring email.
Value based content
Here’s the hard truth…
Nobody cares about your brand. Your average email subscriber doesn’t care about who you are or what your company is called. They care about what you can do for them. Period.
The core question your email content should answer every time is “What’s in it for me?” If you can make it about that, you’ve got a winning email.
This means focusing on:
- Solving a problem
- Exclusive information
- Genuine value (not just sales)
- Clear, conversational language
Direct call to action
Don’t make people wonder what to do next. Be explicit about what action you want them to take and make it easy to do.
Personalization: The Secret Weapon
This is where most email campaigns fall flat…
They treat everyone the same. But personalized emails get 29% open rates and 41% click-through rates according to the latest numbers. That’s almost double the standard average.
Email personalization doesn’t just mean slapping a first name in there. It means:
- Segmenting based on behavior
- Sending relevant content to different groups
- Timing based on activity
- Tailoring offers to interests
Make every subscriber feel like you’re speaking directly to them. That’s the power of personalization done right.
Automate And Win While You Sleep
I’m talking about email automation here…
The stuff that lets you build relationships with thousands of subscribers with very little day-to-day effort on your part. And here’s the thing that really makes automated emails stand out…
According to data from a recent benchmarking study, automated emails bring in 320% more revenue than regular campaigns.
You need the following automated sequences in your email marketing arsenal:
- Welcome – Hook new subscribers right from the get go
- Abandoned Cart – Automatically recover lost purchases
- Re-engagement – Recapture inactive subscribers
- Post-Purchase – Encourage repeat buying
Set these up once and they run day and night to build brand visibility and conversions with little to no additional effort on your part.
The Right Way To Track Email Marketing Performance
Most businesses measure the wrong things…
They get so caught up in open rates that they miss the entire picture. Open rates are important. But they’re just the tip of the iceberg when it comes to email performance metrics.
Here are the email marketing metrics you should be paying attention to:
- Click-Through Rate (CTR) – Active interest in content
- Conversion Rate – Actual business results
- Revenue Per Email – Value of each email sent
- List Growth Rate – Reach and brand desirability
- Forward Rate – How shareable content is
If a metric doesn’t help you make better decisions, drop it from your performance tracking. Measure what moves the needle on your business goals.
Go Deeper To Get The Most Out Of Email Marketing
You can always go a bit deeper once you’ve got the fundamentals down…
Mobile First, Always
Over 60% of all emails are opened on a mobile device. If your emails aren’t mobile friendly, you’re automatically turning away more than half your audience.
A/B Test Everything
Test subject lines, test times, test formats. Small tweaks lead to big improvements.
Build A Sense Of Exclusivity
Make sure email subscribers are getting something special they can’t get anywhere else. It might be exclusive content, early access or both. Whatever it is, make them want to stay on your list.
Wrapping Up
Email marketing is so much more than sending messages…
It’s about building relationships at scale and putting your brand right in front of an audience that is already actively interested in hearing what you have to say.
The businesses that are killing it with email marketing are the ones that do a few key things:
- Start with the right professional email infrastructure
- Always focus on providing value
- Personalize based on subscriber behavior
- Automate the day-to-day tasks
- Measure the right things
Email hosting services and business marketing software give you the tools. But it’s the strategy and the dedication to delivering value above all else that will turn your email marketing into a brand visibility engine.
