When someone opens your latest marketing email you want them to recognise your business straight away, don’t you? A lot of time, effort, and money has been spent building your brand, and it’s important all marketing channels support your message consistently. Put simply, the design needs to reflect your visual identity at a glance. But is that all there is to it?
The answer to that is… no. As your customer travels the digital journey with you, your marketing messages need to appeal to their wants and needs, as well as reflect your brand. Whilst your visual identity will give your message credibility, how your branding collateral is incorporated into your design will affect whether your message comes across in the best way. This requires a careful approach, so let’s have a look at it in a little more detail…
Imagery reflects the personality of your business and sets the scene. Your branding must never cue a customer up for disappointment. If your message is playful and fun, but your service isn’t, it’s not going to work.
When defining a brand, it often helps to think of it as a person, then to ascribe qualities to that person. And as people connect with people, the next important factor to consider in order for your email campaign to be successful, is to understand who will be reading it.
Your audience’s preferences
Let’s assume you’ve got excellent contact data; it’s accurate, detailed and up to date. How do you use it properly? For starters, you need to get specific with understanding profile markers such as: turnover, number of employees, market, and product or service offering. You also need to think about how images can send your message in a way your audience can receive it; how you can use colour to evoke different emotions; what shapes and lines will subliminally support your offering. What will work best for each business profile? If you can answer that question, your email campaign can go out with several different designs and calls-to-action, each tailored carefully to appeal to the specific type of business at the other end. Achieve this, and you will maximise impact and response, whilst still adhering to the identity of your brand.
Overcoming the limitations set by technology
B2B email campaigns need to fulfil three legal requirements: It must be clear who is sending the email; there has to be a visible physical marketing address; and there must be a working unsubscribe button. But if you think that’s all there is to a successful mailing, then you’ll need to think again. Meeting legal requirements is one thing, but you also need to overcome many technical anti-spam measures in place. These include things like preview panes, spam filters, and image blockers. A well designed email will achieve this. A poorly designed one may mean your email is never opened. Plus, design integrity needs to be maintained across the digital journey, from auto responders, to landing pages, to sign up screens. Producing well thought out designs that fit with your visual identity will help to ensure this consistency and get your email delivered.
With so many important aspects to consider regarding the design of your email campaigns, a little expertise can go a long way. Call us and let us help you ensure your future mailings fit with your visual identity… and work for you!