4 Delicious Ingredients to Cook Up a Successful E-mail Newsletter Campaign, Part 2
This week, in the second of this four-part series on e-mail newsletters, here are some tips on how they can help establish and reinforce an organization's brand.
In part 1 of the series, from the Jan. 16 edition of AAE, I examined the importance of relevance and value when it comes to e-newsletters. You can view it here.
Pour in your brand
Why is one pizza sauce better than another? Sometimes it’s just a matter of how the brand is perceived. With an e-mail newsletter, you can establish and reinforce your organization's brand. It can show and tell readers who your organization is, and help them come to trust you and your offers. Here are three ways to build your brand with your newsletter:
1. Find your voice, and stick to it. French chefs probably wouldn’t impress their guests if they served Mexican tacos. The attributes that define your organization should set the tone for your e-newsletter and help you find a writing style or voice that consistently communicates your brand. How would you describe your company? Professional? Warm? Friendly? Helpful? Knowledgeable? Once you decide, stick to it.
2. Incorporate your logos, colors and fonts. Good recipes are memorable. What makes your e-newsletter memorable? Logos, colors and fonts. What does your brand look like? Pull that style and format into your e-mail newsletter so it corresponds with your Web site and provides readers with a consistent brand experience.
3. Include a head shot and signature. Have you ever had the chef come out to the table to meet you at a restaurant? It makes you feel welcome and special in a personal way. If you are the brand, give readers a face to connect with your name. Additionally, a signature in the opening gives an extra-personal touch to your e-newsletter.
In part 3 of this series, which will appear in the Feb. 13 edition of All About eMail, I'll discuss how to make your e-newsletters easy to read. Finally, in the Feb. 20 edition, part 4 will close with tips on engaging your readers.
John Arnold is the author of "E-mail Marketing for Dummies" and director of Constant Contact University at the Waltham, Mass.-based e-mail marketing services firm. Reach John at email@example.com.