Building brand awareness is one of the biggest challenges for new businesses and startups. They often don’t have the means and channels that big businesses have at their disposal and can’t afford to spend thousands on huge marketing campaigns that might not even bear fruit. However, email marketing is one of the best ways to build brand awareness easily and at a low cost. Keep reading for tips on how to boost your brand’s visibility through email marketing.
Make Sure Your Audience Comes First
Make sure your audience comes first.
Many newsletters can come off as self-serving, glorified ads. Consumers are already bombarded left and right with advertising messages, the last place they want to see them is in their inbox.
The best way to build a solid audience is by offering value. The majority of your messages should be purely informational in nature and involve no selling whatsoever. The first message should ideally be a free resource, such as a guide, course or something else of value. A discount or freebie will be welcomed and help establish trust. Your subscribers will then value your brand and look for other discounts down the road. You’ll be able to use your list to promote your brand or advertise product launches once you’ve provided enough value.
Compartmentalize Your Email Marketing List
Another mistake that a lot of email marketers do is send one-size-fits-all messages to members on their list. If you want to successfully build your brand and retain subscribers, you must make sure your list is well compartmentalized based on factors like where the subscribers came from and what your prior interactions with them have been.
For instance, if someone subscribed after they made a purchase, sending a message on the product they bought would not only be useless, but would look unprofessional as well. A follow-up email asking for their opinion would be better. You should first work on establishing trust and keep the selling to a minimum. If the subscriber came from your social media page, then you could showcase social media-specific promotions or direct them to raffles or contests you might be holding.
Remember To Remain Consistent
Compartmentalize your list.
Consistency is essential with any email marketing campaign. The frequency of your emails as well as their format should be consistent if you want to build your brand image and a relationship with those on your list. In some industries, converting a client could take years, and consistency is key if you want to keep your brand at the top of your audience’s mind.
Email marketing is one of the most cost-effective ways to build brand awareness. When used correctly, it allows you to reach your customers directly and build a long-lasting relationship.
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