An easy way to think about branding is that it’s your reputation. You’re consistent, you’re an expert, and it’s clear what you can do for people. This is what your brand tells people about you. So it’s very important to think about branding in everything you do, including the emails you send to your list. Your emails are your touch points with your subscribers and they need to be on-brand.
Style and Design Considerations
Choose templates, colors and visual styles that reflect your business’s image. This is not a tiny, unimportant detail that you can afford to neglect. Your email design features should be in line with all of your other materials. If you make offers through your email messages that are also available through your site, they should be the same in design for both your website and email.
Don’t use a standard template and whatever you do, don’t use a standard ‘thank you’ page. The ‘thank you’ page is what they see when they first subscribe to your list and it gives a first impression. It should be designed along the same lines as all of your other materials.
Keep the design of your emails simple. If you need to, simplify the design of your website to suit your emails. Simpler design offers a better user experience. For most people, emails that are cluttered look like spam. Keeping it simple also makes it clearer what you’re offering them.
Your Email Content
The tone of your content is even more important. Is your brand youthful and casual, or businesslike and professional? Are you tough and no-nonsense? Are you brainy and geeky? The wording of your emails needs to convey this image. If there’s a disconnect between your wording and what you’re offering, it won’t build the trust you need.
Greetings, signatures and PS’s can be dashed off quickly, but you should take some time to consider the tone here as well. The greeting should be personalized and include the list member’s name. Never send out a message that begins with a generic ‘Greetings’ or ‘Hello.’ The signature may seem insignificant, but don’t forget to include it. Leaving it off makes the message seem abrupt and sloppy.
Always read through the message at least once and check for grammar and spelling mistakes. Run it through spellcheck as well. And if possible try to get someone else to read it before you send it because there have been times when even the spell check has missed something.
Your logo should be displayed in your emails (if HTML) along with icons for your Facebook, Twitter and other social media sites. Make sure that all of these are clear and readable.
When you’re writing and editing email messages, always look at them from your recipient’s point of view and not your own. Put yourself in their place. Send yourself a test email before broadcasting a message to see how it looks. Remember that customers are more likely to respond when they recognize your brand and it speaks strongly to them.