It pays to stay close and personal
We all know, and research shows that it costs many times as much to get a new customer as it does to keep an existing one. So it pays to stay close – that’s the mantra of all relationship marketers. And in a noisy digital marketplace there’s a surprisingly simple and personal way of keeping your brand message front-of-mind, in fact, you’re using it all the time anyway… your everyday business email which with targeted brand banners can cut through the noise.
The Noise of the Numbers Game
It’s the noise of hits, click-throughs, followers, views, reviews, shares – the multitude of measures that drives digital marketing over and above leads and sales. Is it all a numbers game? If you think of email marketing as ‘batch and blast’ bulkmail then, yes it is and, what’s more, it’s one of diminishing returns, but if you think about the interactive banners of everyday email branding then it’s about…
Quality One-to-One Engagement
Because email branding operates at a much more granular level, delivering your messages and content through ‘one to one’ communications. Let’s be honest, whilst everyday email might not be the most glamorous channel on the marketing block it’s thriving (just think how many you’ve sent and received already today) and can be the start of a beautiful relationship.
The Personal Touch
When you extend your marketing mix to include email branding, you’re reaching out to people you have a real relationship with – personal contacts – and when you email them you can tailor the banners they see based on everything you know about them – from a conversation you had with them that morning to a product they bought last week. It’s relevant, immediate and, because they’re already engaged, it blows bulk email away.
Sometimes you just Click
In fact, your customers are 4 times more likely to click on a bespoke branded banner on an everyday email than they are a one-size-fits all bulkmail (12% vs 2.7%) which not only highlights just how engaging one-to-one email branding is, but also the need to get the content right and couple it with a compellingly clickable call-to action.
Move the Relationship Forward
Got a content library of blogs, whitepapers, presentations, ebooks and infographics collecting dust in the recesses of your website? Nurture your audience (and extend the life of your marketing collateral) by linking your banner calls-to-action to the resources of most interest to your audience, reaching them at just the right time in their buying journey, moving your relationship forward.
A Beautiful (and Profitable) Relationship
It can all start with effective email branding, cutting through the noise of the digital marketplace and getting you up close and personal with your customers to build a relationship that delivers real results and unrivalled ROI. And because it’s using a channel you’ve already got and creating something ‘new’ with it – it’s innovative, cost-conscious and a smarter way to do business. If only all relationships were as straightforward as email branding…
To find out more about how everyday email branding can get you up close and personal to your customers, download our new ebook below.