How to Build a Brand Persona in Email Marketing?

In email marketing, a strong brand personality creates identity: Customers who receive strongly branded emails can tell who the sender is as soon as they open the email without seeing the “From” line. On average, consistent brand presentation leads to a 23% increase in revenue — a return on investment that most investors will love. Luckily, building a strong messaging brand doesn’t have to cost you a dime…

With being creative and with simple design principles, it’s easy to create an instantly recognizable brand persona that customers will be happy to associate with. In this article, we will learn the basics of branded email marketing.

Use a consistent branding model

Creating an email marketing template is an opportunity to reinforce who you are as a brand. The human brain works hard to recognize patterns, and this pattern recognition is the basis for establishing your brand. Think about how we associate logos and colors with mainstream brands.

Do you want to build that kind of engagement and exclusivity with your customers? Create and use a consistent template for a successful email marketing strategy by ensuring consistency with logo treatments and placement, color scheme choice, buttons that match your website.

Be sure to place your logo at the top of the email you send so that it is one of the first things your customers and clients see when they click to open it. Adding an email signature with your logo can help add brand consistency to your emails.

Customize Your Colors

Make sure you choose the right colors and use a consistent and recognizable color palette, because The color increases brand awareness by up to 80%.

Curated Parcel’s email campaigns are a great example of strategic use of color. The brand has a clear and well-defined color palette, making it easy for consumers to recognize it. A pleasant pastel pink greets you as soon as you open the email. This color creates a mood on which the rest of the email plays. Scrolling down, you see that the color scheme is in line with their products, which helps the brand to expand its physical presence digitally.

In this other example, even though VOOST Vitaminhaus’s email has a gray background, it still manages to create an identity for the brand. The red and black of the logo are reflected directly in the image below, and the gray background complements the color palette well. The colors convey a sense of adventure and action, which builds on the identity established by the brand.

use fonts consistently

When choosing fonts for your emails, keep things simple. Using too many different fonts can make your emails look messy and not match your message. So try to use the same or two similar fonts on all your channels. They should be recognizable without being overdone and distracting.

Use a consistent image/graphic style

When selecting images and graphics for your email campaigns, make sure they match the personality and style of your brand. Consider the tone you want your images and graphics to convey. If you use black and white photography, be sure to use it everywhere. If you choose hand-drawn illustrations, use them consistently as well.

include relevant links

Encourage your audience to engage with you beyond the inbox. Include links and call-to-actions that lead to pages on your website, sign-up page, and e-commerce store.

find your voice

It may take some practice, but as you continue to send regular emails, you really need to think about the “voice” and the brand persona you use in the messages you send. After all, your brand isn’t just about how your posts look: it’s also reflected in the content you write.

Take a look at some of your recent emails. Are you using a consistent voice that reflects the type of service your business provides? Does it appear to be from your side or could it be mistaken for an email from another company?

Finding your voice will help your email better connect with your readers and build your brand.

Successful email branding comes from applying these principles correctly to every email you send. All emails should have a unique look and writing style, elicit some sort of emotional response, and clearly state what your business offers to the recipient.

To go even further and build an effective emarketing strategy, take a look at this certifying course on “Developing Your Activity with Webmarketing”. From email marketing to social networks, through natural context and influence marketing, you’ll have the key to gaining visibility and growing your business thanks to web marketing.

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