How can I improve my brand identity with email marketing?

In this post we will talk about how we can improving brand identity and positioning with the help of Email Marketing and how in this way, we will be more visible and at the top of mind of our target audience.

First of all, we must be clear that positioning a brand is no easy task, but it is not impossible either.. It requires patience, dedication, perseverance and effort. Brands such as Apple have managed to position themselves as benchmarks in terms of brand identity. We are all clear about Apple's values, what they sell, what they want to transmit... Apple has managed to reach consumers and position itself as a benchmark brand in the sector.

As you all know, there are a thousand ways to reach consumers. However, in this case we will focus solely on email marketing. A direct communication channel, which gives us proximity to users and allows us to reach them in a more personal and intimate way. Email marketing is an excellent channel for developing and enhancing brand identity.. Not only because getting email addresses is relatively easy (with forms, for example), but also because once we have those addresses we can directly reach potential customers who, apart from consuming, will give value and reputation to our brand (as long as we meet their expectations).

Perseverance and repetition are two key strategies in email marketing, and in marketing in general, to anchor the positive vision of a brand in the audience.. That doesn't mean bombarding users in order to make it clear to them who we are and what we do. This is a branding strategy that many brands use, but it is not the one we propose. The key is to be present in the life of our target, always in the right measure and respecting the needs and interests of our target audience.

1. Send a Newsletter or a newsletter

This can be a good way to contact users and remind them that you are there for them, whether on a weekly, fortnightly or monthly basis. It is still an active contact with the members of the database and that makes us be present in their lives and position the brand. However, you must keep in mind that what you send to users must have some kind of relevance for them. Don't just send content for the sake of sending. Send content that is of interest to your users.

2. Consistency between email design and brand identity

If you want to convey that your brand has certain values, make sure that the design of your email follows the line that you defend. If a brand is characterised by simplicity and elegance, emails should convey the same. It is important to follow the same line so that the user identifies you with certain values. It is also important that these values are similar to yours. See an example.

3. Competitions, prize draws and events

The use of contests, sweepstakes or brand-related events in your emails is also a good way to win the affection of users. It is a way to provide added value that consists of  involve the user in the brand experience. We are talking about relationship marketingThe aim is to create a relationship that is not based solely on the simple sale of a product or service, but on the creation of a link between the user and the brand throughout the purchasing process.

4. Automated campaigns

Being present at every customer interaction with the brand will make the user experience more satisfying.. This is where the automated email marketing campaigns. When a user registers, makes a purchase, consults the website or maintains any kind of contact with our brand, we must take advantage of that moment to contact the user, either by welcoming them, offering them help or suggesting products or services related to their search. In this way, the user will have a good impression of the brand's customer service.

5. Putting a name and a face to a brand always helps.

Let's not forget that behind a logo or a slogan, there are workers, who are people as (or almost) as human as the users themselves. Therefore, putting a face to the person sending the email creates more trust and confidence in users, as it humanises the contact process between the brand and the user and the bond that is created is much closer. One way to do this is by signing the emails or introducing the team members.

6. Contact on specific dates

Another way to promote branding is to contact the users of the database to give them good news, either to announce a promotion or a discount. The dates are key moments to carry out this type of emailing and normally the response from users is usually very good and satisfactory. For example, taking advantage of Mother's Day to offer offers and discounts will attract the interest of users.