branding irons

Don’t Overlook Brand in Your Email Campaign

Susan Vorodi Best Practices

Pretty much everyone in the U.S. can identify certain companies by their logos alone: Apple, McDonalds, Coca-Cola, Starbucks, to name a few. If you received an email from any of these companies, you would most likely know who the email was from without even reading it. These companies have strong brand recognition built over years and sometimes decades of marketing and advertising.

A “brand” is a name, term, design, symbol, or other feature that distinguishes one company’s product from those of the competition. You would never confuse a Coca-Cola bottle with a Pepsi bottle, right?

Why is your brand important?

More than just a memorable logo, brands represent a value system that a company presents to the world. Your brand is your company, and your company is your brand. Therefore, adherence to branding guidelines is important, and misuse should not be tolerated.

Companies spend a lot of money conceptualizing them and promoting them. They also spend a lot of money protecting them – from infringement and misuse. The most common misuse is using the brand without adhering to the company’s brand standards.

As marketers, we know this. We know our company’s brand is important. Heck, we’ve used the brand ourselves in marketing campaigns. We get this. But sometimes, we forget.

When email branding goes awry

This forgetfulness usually happens with email.  It can be a struggle to maintain consistency and brand integrity in email communications. How often has your sales team sent out emails that were….less than brand compliant? Even worse, you hired an agency only to have them design emails that did not meet your brand guidelines?

In an analysis of branded versus non-branded email marketing campaigns, B2B marketers saw a 14% increase in click-through rates in branded emails over a six-month period.

Sending unbranded or misbranded emails, or any information, to your customers or potential customers can make your company look unprofessional, damaging your reputation. Why would a potential customer choose to do business with a company that can’t even get its email branding right?

In a survey by Merkle Inc., 32% of respondents said they’d stopped doing business with at least one company due to bad email marketing practices.

Ensure every email is branded

Don’t depend on an agency – or your sales team – to get your email branding right. There is an easier way. BrandBlox email templates feature brand­ approved layouts, styles, fonts, and colors – then let anyone in your organization create a fully branded email.

According to the Radicati Group, in 2014 businesses sent and received more than 108.7 billion emails per day. In this competitive environment, your email can’t afford to get lost in the inbox – or worse, the junk mail. When your email is branded, it will get noticed, recognized, and, most likely, opened.

BrandBlox emails won’t get lost in the inbox. BrandBlox templates strictly adhere to your company branding guidelines, ensuring that you never send out another unbranded email.

Sound too good to be true? See how we do it.