Why Email Branding ‘Alchemy’?
In their ceaseless search for shiny new marketing channels to promote their clients, many marketing agencies are overlooking a truly ‘golden’ oldie – their clients’ everyday employee email.
Because when it comes to achieving effective engagement, email branding can transform dull everyday employee emails – through the power of professional email signatures and interactive banner campaigns – into 24-carat marketing gold.
After all, every email your clients’ employees send is a personal communication that represents a golden opportunity for brand-building, up-selling, cross-selling and more – converting email contacts into customers.
Here’s our 5 golden rules. Let the email branding alchemy begin…
1. Brand all emails
Well-designed email signatures and interactive banners with clickable links are brilliant ways to combine creative, consistent branding and marketing campaign messaging into a trusted mode of communication – to a captive and willing audience.
And design makes all the difference. So to get the perfectly polished professional look that your clients expect, keep your campaign creative in line with our best email signature and banner design guidelines and your design will shine!
2. Personalise all emails
It’s difficult to craft truly personalised messages in ‘batch & blast’ email marketing campaigns for the simple reason that they aren’t personal. That’s why employee emails are so valuable – they’re written one at a time to a single person.
Over 95% of these emails are opened, compared with a low proportion of direct marketing emails. Branded communication in personalised emails consistently results in click-through rates 5-7 times higher than traditional digital marketing campaigns.
3. Target all emails
Maximise the marketing power of employee emails by creating a range of messages and links that can be used depending on the target recipient’s previous inquiries, purchases and demographic profile.
Segment your clients’ email contacts and precision-target every segment or individual – alert them to new products and promotional offers, invite them to events and keep them up to date with all your clients’ news. And also be sure to link to social media channels to encourage customers to engage with your clients’ brands on their own social networks.
4. Make all emails clickable
Beware! Your email alchemy will never work if you ignore this nugget of wisdom: Always include a clear call-to-action! A clear and compelling call-to-action (CTA) is the golden key to click-through and conversion.
But – as with all alchemy – there’s room for experiment. We’ve experimented with shapes, sizes, colours and copy in a quest for the CTA that captures the most clicks. Click here to find out more.
5. Look and learn
Use employee emails to test advertising, branding and messaging on a small engaged sample before rolling out a mass marketing campaign for your clients.
Of course, to get this precious information you need an email branding solution with excellent reporting and analytics capabilities. And with real-time click alerts you can immediately see exactly which messages engage recipients and make them respond. It’s a great way to understand exactly what your clients’ customers want.
So to turn your clients’ emails into marketing gold, talk to the expert email branding alchemists. Find out how Rocketseed can help your agency generate more leads and drive mores sales for your clients. Download the eBook “Extend the Life of Your Marketing Campaigns” here