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July 19, 2012

Complexities of Branding With Email Marketing

Branding a marketing focus through email marketing campaign strategy is often time-consuming and an exact science. Fancy email marketing companies continuously want clients to have the set it and then forget it mentality, but in the real world that doesn’t work. No matter how many auto respond techniques or social media profiles an organization has out on the internet it won’t matter if a quick and easy strategy is selected, because their campaign will never be seen.

From experience I know for a fact that there are multiple factors that will determine the success of an email campaign. Using the correct graphics and assuring recipients can opt out of receiving messages is also important. I know that if I received a message that was supposed to be viewed in a particular business style or manner and it was not, I would immediately delete the email message.

Giving the reader the right impression visually speaks volumes. Creating ideas for campaigns of specific nature requires deep thought of the graphical context, as well as excellent copy structure of the message. If a concept is too hard to describe in just a few words then usually the graphics element of the email message will play a key factor in gaining the audiences’ attention and response. If simply using a graphic is not enough, then your email campaign is going to have to be more than just an email campaign, it will have to be versatile.

I was once told that people generally don’t catch onto something unless they have been exposed to it at least three times. This saying has been a key element to the success of my overall email marketing strategy. Using a simple email even with all the enticing links and flash graphics doesn’t have a chance at making an impact unless the websites that links are directed to have the same quality as the email content or better. I tend to see that most internet marketers may come up with their own branded ebook or automated money machine email campaign, but the excitement cheaply disappears when a reader reaches the next pages. Incorporating one idea that is similar to another can sometimes work, but in most cases it doesn’t due to the lack of attention each aspect of the campaign is receiving.

At each stage of the email campaign testing should be done to work out potential pitfalls that could steer the audience away from the message. Playing around with graphics and word fonts would be great if you’re an expert at constructing presentations. Like most people, if you are not an expert it will be very important to be clear with your message, as well as simple. Creating too much clutter and options for the reader is a sure give away as to why people aren’t reading your message, and not taking you seriously.

Embedding correct links and codes into your email message is a great way to track the progress of a strategically designed email campaign. It also will help identify where your audience goes and where it comes from. Providing links not only helps the audience make a connection between them and the service or solution that you are providing, but it also brands into the viewer’s mind the website address. Too many marketers have gotten out of the habit of actually showing the link address that they are providing. In these days when everything is supposed to be fast and simple using a “Click Here” button replacement tends to make the reader think more about the whole action they are about to do. Again, this would be a result of not keeping the campaign simple. When people tend to think about if they should do something or not, statistics prove that they won’t do it. People like to see where they are being led to instead of being told to go somewhere.

Once a viewer has reached the next stage of the process by clicking a link, responding to the email, or taking the liberty of calling a phone number that was in the message, it is important that the next action gives the reader a sense of trustworthiness. If the reader calls the listed telephone number and someone on the other end responds rudely or seems evasive then the email campaign was a waste of time. The same can be said when a reader clicks a link and it doesn’t work properly or the reader clicks the link and the concept branding was not in tune with the email message and the link page. Tying in everything so that it looks appropriate and in sync is a very time-consuming task when organizations are developing their email campaigns. It takes up more time than actually putting together the copy and the graphics for the email message itself.

Lastly, we must look at the overall goals for specific types of email campaigns. Some email campaigns are purely informational, most others are revenue driven and will eventually require the reader to purchase something. Revenue driven campaigns are a combination of art and science that play on the emotions of readers and get them excited about something they can obtain in just a few short minutes. Developing tactics and key phrases that continuously keep the viewer’s attention, fluidly, come with experience, trial runs, and little creative know how.


As publisher of The Digital Conglomerate Magazine Inc. & its marketing agency CEO Garland L. McLaughlin also known as “The Consultingguy” has put together a winning combination of agency experience mixed with creative ventures.

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