TODAY, the handiest tool available to a marketer is email marketing, because it’s cost effective, measurable and is proven to be effective if done in the right way. Unfortunately many of them are using email marketing as a cheap form of advertising to quickly sell or promote offers and gain customers in short term. They have forgotten that in today’s digital world, the law of branding is still applicable and is still about engaging customers in the right way at the right time and delivering on the brand promise. Many of them also have some misconceptions regarding branding. So let’s first address those before we move on to see how email marketing can help in building brand equity.
Misconception 1 - Branding is all about logo :
Though logos are required to differentiate your offering from those of competitors, branding is not just about logos. Logos represents your brand and act as tangible thing which can be touched and felt by customers. But brands are not tangible; they signify the thoughts, feelings, and psychological relationships a customer experiences when he thinks about your brand. Thus your brand is derived from the countless interactions people have with your communications, employees, products, and services and continue encountering similar experiences again and again.
Misconception 2 - Branding is advertising :
To build brands you have to spend heavily on advertising which is beyond your budget. This is no longer true today. It has become increasingly difficult to cut through the clutter and people have very little time to pay attention to such unrequested advertisements. Brands aren’t built any longer with advertisements since they are not interactive, can’t be personalized and are not targeted.
Misconception 3 - Branding is about influencing :
No. It’s all about communicating your corporate philosophy. It’s about communicating the reasons for your existence and the steps you take to solve customers’ problems. Brand, thus acts as a guiding principle for the business and brings clarity and ensure quicker responses to every action and interaction your employees have with each other as well as with customers
Let us now see how email marketing can help in building brand equity? Here are some ways and ideas to enable achieve it:
Understanding your prospects :
In order to build high brand equity, brands have to consistently deliver on their promise. And to make that happen,
it’s necessary to understand your target audience. What is their expectation, what are their latent wants, what kind of solution they are looking for? Email marketing is an excellent tool to survey and understand the wants of your prospects. It is also a great tool to get feedback which can enable you to make appropriate changes and position yourselves as a customer centric brand.
Deliver brand message clearly :
Powerful brands have to clearly communicate its brand philosophy to establish a strong and clear position in the minds of their prospects. Email marketing help in profiling and segmenting your audience and target them with relevant messages.
Deliver brand message at right time :
To ensure higher brand visibility and awareness, you have to target customers at the right time when they are searching and evaluating options. With automated campaigns, you can set your email marketing on auto-pilot to trigger messages based on changes in the consumer’s activity or behavior. This helps in delivering message at the right time and gets the desired action.
Establish your brand credibility :
A big brand is a brand that customers trust and believe in. One of the biggest reasons for people buying a brand repeatedly is the credibility the brand has