Are you a new business? Or are you looking for a refurbishment?
Time – it’s something we do not have enough of these days. You are busy managing your business and every other aspect of your day-to-day life – we get it. You want to start thinking about your brand image…
How do I incorporate my brand into my email marketing? Where do I start?
Look no further we have some great tips to get you thinking about your brand and your email marketing.
We know that it is important to have a strong brand image. It’s important to make sure your image is consistent across your website, blog, email, business cards and in fact anything that is used to represent your company. This will help customers recognise you and therefore help to build a trusting relationship between you and your customers.
TIP: if you haven’t chosen your brand colours then use a colour palette of a few colours (we suggest no more than 3 main colours (we suggest no more than 2 colours for a logo but usually 3 main colours are good to use) and 2 minor colours. For example Punk Pig’s colour palette is #f7931d, #fbaaf3f and #404041 for our secondary colours we use #fec047 and #ffe6b5. We have this set of minor colours in case we need to use extra colours for our designs.
Once you have chosen your colour palette it’s now time to decide where you want to implement these colours. We would suggest using your main colours in your logo and then using your colours systematically throughout your collateral materials, for example you might always use red for calls to action and green for icons. Your secondary colours would be good to use for a background colour in an HTML email for example.
Tip: If you change the background colour, make sure your text is still easy to read. Also it would be beneficial to check how colours look together – the colour wheel is a good place to start.
Its time to talk about content
– As an Email marketing company we often get a lot of questions concerning content…
Where do you start?
You know your own business best so think about what you want to say, and more importantly WHY?!. We can help structure your content and suggest changes we feel would benefit the broadcast.
Tip: If you are struggling with writing your content. We would suggest you try and imagine you are a customer (or ask one of your customers) to try and explain your products and services. For example – if your business is to compare quotes for boilers then you have to consider why anyone wants to use your services? What do you offer these customers? Maybe you do the hard work for them; maybe you get them in contact with the best boiler prices- if so, say that.
What is the ideal length of an email?
We would say its best to keep them short and sweet. In the past we have noticed a better conversion rate from emails that are shorter. If you have too much content then you will overwhelm your readers. This can cause them to ignore what you have on offer. The key is to be to the point so your message is not diluted.
Tip: Try doing a few versions and choose the best.
What sort of content are you looking for?
When thinking about content, it’s easy to be come lost for words. I have already said it is good to be short and sweet – you also need to be relevant. If you have an offer for half price shoes, it is no go to start talking about your new range of hats that have came in. If you do have more than one offer and you want to show these on one email creative then make sure you are clear with what you are offering. So if you have half price shoes and half price hats (WINTER IS COMING) then combining the two are easy – “check out our half price winter gear”. It can be beneficial to include a bit of background history (for the more unknown business) this is just to start building a picture of who you are and what your values are.
Tip: Make your offers stand out from the rest of the creative. We would always say the offer is to be up at the top. When thinking about email creative, you have to consider where they will be viewed – you don’t have a lot of space to work with so make sure you say what you have to say and you entice the viewer to clicking through.
If you are changing your current design and you are worried that your current viewers won’t like the new changes… Why not test them out – trial one without the changes and one with the changes – you will then see the impact your changes have made.
Tip: good or bad – testing the boundaries of your marketing is the key to staying on top.