In a world where technology and the internet are evolving and growing every day, and everyone has an electronic device in their hands, emails have taken over the world.
Statistics predict that by the end of this decade, the number of active email accounts would increase to almost 5.6 billion. This presents a tremendous opportunity for marketers to reach their prospects and customers, and for brands to expand their influence. And better yet, it doesn’t cost much.
What is an email newsletter?
An email newsletter is an email used in a marketing campaign that usually contains news and updates of your company and products, sent to your audiences on a weekly, monthly, or quarterly basis. Well-thought-out and beautifully designed email newsletters can help your audiences better understand your brand, company, products and services, and give them confidence in your brand’s expertise in your industry. They provide a window of communication to build closer relationships between your company and your audiences, and thereby enhance the connection between your customers and your brand.
Here are 5 ways to Build Brand Equity Through your Email Newsletter.
- Make it relevant.
First, think of content that’s relevant to your audience. What do your audiences want to see? What do they care about the most relating to your brand? Why should they read your email out of the hundreds of emails they get weekly, if not daily? Ask yourself these questions before you decide what to include in your email newsletter. In addition, you can reference what’s relevant to your brand in today’s pop culture and trending topics to further pique your audiences’ interest.
- Make it educational.
Make sure your content is educational. Your subscribers and audiences want to learn something relevant and useful to them in your email, whether it’s something new and exciting happening with your business, the release of a new product, or promotions for your product or service.
- Make it short and sweet.
Writing an email newsletter is not about long paragraphs of fancy words; it’s about condensing large volume of information into a few simple and straightforward words and sentences. We live in a world where schedules are getting tighter and attention spans are getting shorter, so a catchy headline and subject line can be the determine factor whether your audiences open your email or not. And don’t forget a to the point preview text to make your email intriguing at a glance.
- Make it mobile friendly.
With the omnipresence of smart phones nowadays, a large amount of emails are read quickly on the go. Make sure your email is easy to read on a small, vertical screen, and your content is laid out in a clear and user-friendly manner.
- Make it beautiful.
A good design is pivotal to the success of your email newsletter. Make sure your newsletter is an accurate representation of your brand and messaging, keep the font consistent and legible on any screen, and spend that extra 5 minutes to proofread for typos, broken links, and formatting issues before you send it out.
Including email newsletters in your branding and marketing strategies is a cost-effective way to make your brand stand out from the crowd. With patience and practice over time, they can engage your audiences and bring the influence of your brand to the next level.
ABOUT THE AUTHOR
“Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.”
