You Can Use Email to Build Your Brand for a Better Customer Experience

Michele Warg
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Email marketing provides the ideal opportunity to promote your brand. According to Campaign Monitor, 72 percent of consumers prefer to receive promotional material via email over other platforms, including social media. However, if you don't take time to develop a strong email campaign that puts customers first, the recipient may delete your email or unsubscribe from your list. Discover the right way to use email marketing campaigns for brand building and strengthening customer relationships.

Sharing Valuable Information With Customers

Email marketing lets you build your brand through newsletters, special offers, tips and helpful hints relating to the product or service your business provides. Use the tone and content of your emails to send a message about your brand, but avoid spending a lot of space talking about the business itself. The more exclusive value the email has for customers, the more likely they are to read future emails. Include offers that aren't available on your website or in store. However, consider allowing customers to choose an email frequency when they sign up for your updates or newsletters to avoid overloading your valued readers.

Customizing Emails for a Personalized Experience

Using data collection to discover the buying habits of different customers, you can create targeted emails that provide maximum relevance for each individual. For instance, if a customer previously bought a product from the sportswear category of your online clothing store, you could send him an email featuring new sportswear products or discounts within that category.

Re-Connecting With Inactive Customers

Use a software or email marketing service to automatically send re-engagement emails to customers you haven't heard from in a while. This reminds these inactive customers of what you have to offer while letting them know you value them.

Gathering Feedback

Email marketing provides a great opportunity to find out what your customers think about your business. Consider sending a survey asking customers about their experience after a purchase, but avoid sending repetitive requests. Keep surveys short to improve chances that customers might complete them while showing that you respect their time.

Brand Building in the Subject Line

Many customers may never even open your promotional emails, but they almost always read the subject line. Use this space to generate intrigue, increase the click-through rate and remind customers of your brand. Create a subject line that includes strong words to represent your brand, such as "discover" for a travel company or "cutting-edge" for a technology business. Don't forget to make sure the "From" line of each email includes your brand name.

When building an email marketing campaign, keep your customers' time constraints and personal space in mind. These consumers are trusting you with their email address, so only send them the most valuable content to portray your brand in a positive light and keep customers coming back for more.

Photo courtesy of ddpavumba at


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