Make Yourself Memorable: Branding Your Email Campaign
Dr. Jeffrey Lant popularized the rule of seven for advertisers:
By Rebekah Henson November 8, 2011
Dr. Jeffrey Lant popularized the rule of seven for advertisers: It takes seven interactions with your brand for a customer to remember you and make a purchase.
It’s easy to adapt this principle to your email marketing by branding your campaign. Every interaction you have with your email subscribers should stay consistent with the rest of your online presence to reinforce your brand identity.
Let me introduce email marketing’s rule of 6 – the six places where your branding can shine through in your campaign!
Thank You Pages
The thank you page, where new subscribers land when they sign up to your list, is your campaign’s launch pad before landing in the inbox. It’s easy to use a default thank you page, but your customers get a more consistent experience when you take the time to design your own.
Keep your thank you page design consistent with the rest of your site by using the same colors, fonts and your company logo. Using the default page that AWeber provides is fine, but designing a page that stays true to your brand is better.
Whole Foods designed their thank you page to look just like the rest of their site, right down to the fonts and link colors. A thank you page that’s in line with the rest of your site design presents your brand cohesively from the start.
Sender, Subject, Snippet
Your customers need to recognize you the moment you show up in the inbox. Cover all your bases with the 3 S’s: sender name, subject line and snippet.
Establish your brand in the inbox from the start by using your company name as your sender or “from” name. That way, subscribers will know exactly who they’re interacting with before they even open your message.
Brand your subject line with either your company’s name or the name of your newsletter. Lonny Magazine brands their subject lines with their name:
…while Yoga Journal takes the second approach with their company name as the sender and the subject line reflecting their newsletter.
The third “S” is your snippet, the first line of text that shows up in the inbox preview right after your subject line in some email clients. This email from online retailer Giggle demonstrates how the snippet text looks in Gmail:
Giggle takes the snippet opportunity to include their brand name, tag line and additional information about the message content. Use your snippet to brand your message similarly and always keep it consistent.
There are plenty of considerations when it comes to branding the message itself. Your template, your logo and the font you choose can all create a strong representation of your company in the inbox.
Livingsocial plays up these elements in their daily deal emails:
Livingsocial’s branding makes their emails unmistakeable:
- They use the same colors as their web site
- They stick to the same fonts
- They lay out their email template to reflect their site’s layout
- They use the same button designs and colors
- They place their logo at the top (which you can do just as easily!)
Keep the same considerations in mind when choosing or designing your email template. If you choose a pre-made template, select one that reflects the theme of your web site or a color scheme that complements your logo. The more consistently your company presents itself online, the better your customers will recognize and trust you.
Customers appreciate a company that pays attention to details. Carry your branding through to the last campaign detail – your unsubscribe page.
An unbranded unsubscribe page feels jarring and impersonal. Imagine clicking through a designed and branded email and landing on an unsubscribe page that looks like this:
Where was I again? Whose emails am I opting out of? Which company is this? I’m a little lost.
But when I unsubscribe from Copyblogger’s campaign, I get a clear reminder about who I’m dealing with:
…plus the content I’m opting out of. The simple addition of the logo and reference to the email content provide a better customer service experience and a good reflection of their brand.
If you’re using AWeber, you can add your logo and descriptions of your mailing lists with the “Personalize Your List” option on the “List Settings” page. Upload your logo in the “Company Branding” section. We’ll host your logo and add it to your unsubscribe page for you.
Take advice from Copyblogger’s unsubscribe page by uploading your logo and including a clear description of the list your customers are unsubscribing from. They’re a customer of ours, so if you use AWeber, your additions will look similar to this example.
Sure, you don’t want them to leave. But let them leave on a good note with the extra step of branding your unsubscribe page if they’re leaving anyway.
Take It Further
Have you seen any A+ examples of email campaign branding in your own inbox? How do you approach branding your own campaign? Where do you see some room for improvement?