Every single thing you do or don't do with your brand can either strengthen or weaken it. Every contact your brand has with a consumer positively or negatively affects their perception of it, and email marketing is part of this reality.
So, take a break from your email marketing campaigns and review whether your strategies are actually building or destroying your brand.
Are your messages aligned with the positioning you want to give to your brand? Beyond whether the logo complies with the design or is well placed or not, we are referring to the overall consumer experience with your emails.
Remember that, for your audience, what they perceive is reality. If your brand is perceived well or poorly, it means that's how your target audience is seeing it.
Each component of an email marketing strategy should be evaluated according to the impact it has on the brand. Take note of each one and its impact.
Sender:
This is the person who sends the email. It is the first thing the person sees to decide whether to open the message or reject it.
Is it good to send emails with "noreply@" or "sales@" senders? Build your brand, don't destroy it.
Frequency:
Do you send a lot of emails every week? One every two months? Too much or too little is relative. It's tied to the relevance of the content. There are no formulas or recipes.
So... how do you know? Send only when you have something relevant to communicate.
Don't damage your brand, don't make them hate your brand by cluttering mailboxes or communicating only when you remember.
Content
Are you communicating to your consumers what they want to know?
In terms of tone, manner, or way of communicating, do you meet the expectations and perception that the person has of your company?
If your brand is entertaining and your messages are boring or serious, are you building or confusing your audience?
Offer
Is your offer attractive to the audience? If your company offers premium products and sends aggressive offers that do nothing but damage the image of exclusivity of your company, it can be bread for today and hunger for tomorrow.
If the offer is to subscribe to the contact list via email through a promise of value and it turns out that you only send mass offer emails with no individual value, you can seriously damage your brand.
Your brand is everywhere, even in your readers' mailboxes. Beware. Email is a very effective and powerful tool for both brand building and brand damage.
Be sure to always build your brand.
