Back to blog

How to use email marketing to create brand awareness

November 18, 2023 | Jimit Mehta

Are you struggling to get your brand noticed in a sea of competitors? You're not alone. With so many businesses vying for consumers' attention, it can be challenging to stand out. But fear not, because there's a powerful tool at your disposal that can help you rise above the noise: email marketing.

Email marketing is a cost-effective and efficient way to reach potential customers, build relationships with them, and ultimately increase brand awareness. By crafting compelling emails that speak to your target audience and utilizing strategic email campaigns, you can connect with your audience and get your brand in front of more people.

In this article, we'll dive into the world of email marketing and explore how you can use it to create brand awareness. We'll cover everything from building an email list to crafting effective emails and measuring your results. So grab a cup of coffee, sit back, and let's dive in!

Building an email list: tips and best practices

Building an email list is one of the foundational steps to successful email marketing. After all, if you don't have anyone to send emails to, your efforts will be for naught. The process of building a solid email list takes time, effort, and careful consideration.

First and foremost, it's important to gather email addresses legally and ethically. This means avoiding shady tactics like buying email lists or adding people to your list without their consent. Instead, focus on building a list of people who have actively opted-in to receive communications from you.

One effective way to build your list is to offer something of value in exchange for people's email addresses. This could be a discount on your products or services, access to exclusive content, or a free resource that aligns with your audience's interests. Be sure to make the offer clear and enticing to encourage sign-ups.

You'll also want to consider where and how you're collecting email addresses. Adding a sign-up form to your website is a great start, but you can also gather addresses at events, in-store, or via social media. Make sure it's easy for people to sign up and that you're communicating the benefits of joining your list.

Finally, keep in mind that quality is more important than quantity. A smaller, engaged list is more valuable than a larger one filled with inactive subscribers. Make sure you're regularly cleaning your list by removing bounced emails and unsubscribes, and focus on keeping your remaining subscribers engaged with valuable content and offers. By following these tips and best practices, you'll be well on your way to building a strong email list that can help you create brand awareness and drive business growth.

Personalize every website interaction
Try for free

Crafting compelling subject lines and preview text

When it comes to email marketing, crafting compelling subject lines and preview text is crucial. Why? Because these are the first things your subscribers will see, and they play a major role in determining whether your email gets opened or not.

The subject line should give a clear and concise indication of what the email is about. It should be attention-grabbing, but not clickbaity or misleading. It's a good idea to personalize the subject line if possible, using the subscriber's name or other relevant information. Keep it short and sweet, ideally no more than 50 characters or so, to ensure it's fully visible on mobile devices.

The preview text, or preheader, is the short snippet of text that appears below or next to the subject line in most email clients. It's an additional opportunity to entice the reader to open the email. Use it to provide additional context, highlight the main benefit, or create a sense of urgency. Keep in mind that the preview text should be consistent with the subject line and provide a clear indication of what the email contains.

When crafting your subject lines and preview text, it's a good idea to test different variations to see what resonates best with your audience. Try using different types of language, emojis, or even puns to see what gets the best response. And don't forget to keep your brand voice and tone in mind, so that your emails are consistent with your overall messaging and style.

By putting time and effort into crafting compelling subject lines and preview text, you'll increase the chances that your emails will get opened and read, helping to create brand awareness and drive business results.

Creating engaging email content that resonates with your audience

Creating engaging email content is a crucial part of any successful email marketing strategy. After all, if your emails don't provide value to your subscribers, they're likely to hit the delete button. So, how do you create email content that resonates with your audience?

First and foremost, it's important to understand who your audience is and what they're interested in. Use the information you have about your subscribers, such as their demographic information and past behavior, to tailor your content to their interests and needs. For example, if you're a fashion retailer, you might send emails that showcase your latest styles and trends, or provide tips on how to put together outfits for different occasions.

When crafting your email content, keep in mind that it should be easy to read and visually appealing. Use short paragraphs, bullet points, and images to break up the text and make it more scannable. You might also consider using a template that's consistent with your brand style and that makes it easy to create professional-looking emails.

It's also important to provide value to your subscribers in every email you send. This could be in the form of exclusive discounts or promotions, educational content, or entertaining stories or videos. Whatever it is, make sure it's something that your subscribers will find useful or entertaining.

Finally, keep in mind that your email content should be consistent with your overall brand messaging and tone. If your brand is known for being lighthearted and humorous, for example, your emails should reflect that. Make sure your brand voice shines through in every email you send.

By following these tips and creating engaging email content that resonates with your audience, you'll be well on your way to creating brand awareness and driving business results through email marketing.

Personalizing your emails for maximum impact

Personalizing your emails is a powerful way to increase the impact of your email marketing campaigns. By tailoring your emails to the individual needs and interests of your subscribers, you'll create a more meaningful connection that can lead to increased engagement and sales.

One of the most basic ways to personalize your emails is to address each subscriber by name. This might seem like a small thing, but it can make a big difference in how your emails are received. Make sure that you have accurate subscriber information and that you're using it consistently across all of your email communications.

Beyond using a subscriber's name, there are many other ways to personalize your emails. For example, you might segment your email list based on past purchases, website behavior, or other demographic information, and send targeted emails to each segment. This allows you to tailor your messaging and offers to the specific interests and needs of each group.

You might also consider using dynamic content in your emails, which changes based on certain criteria such as location or past behavior. This can help to create a more customized experience for your subscribers, which can lead to increased engagement and conversions.

Finally, don't forget to test and optimize your personalization efforts. Use A/B testing to see which types of personalization work best for your audience, and use the data you collect to refine your approach over time.

By personalizing your emails for maximum impact, you'll create a more meaningful connection with your subscribers, which can help to create brand awareness and drive business results through email marketing.

Segmenting your email list for better targeting

Segmenting your email list is a powerful way to improve the targeting and effectiveness of your email marketing campaigns. By dividing your list into smaller groups based on relevant criteria, you can tailor your messaging and offers to the specific needs and interests of each group, which can lead to higher engagement and conversions.

One of the most basic ways to segment your email list is by demographic information such as age, gender, or location. This allows you to send targeted emails that are relevant to the specific characteristics of each group. For example, if you sell outdoor gear, you might send different emails to subscribers who live in areas with different climates or who have different levels of outdoor experience.

Another way to segment your email list is by past behavior. For example, you might create a segment of subscribers who have made a purchase in the past and send them emails with recommendations for related products or special promotions. Or, you might create a segment of subscribers who have abandoned a cart on your website and send them emails with a reminder of what they left behind and an incentive to complete their purchase.

You can also segment your email list based on engagement with your past emails. For example, you might create a segment of subscribers who regularly open and click through your emails and send them emails with exclusive content or rewards for their loyalty. On the other hand, you might create a segment of subscribers who haven't engaged with your emails in a while and send them a re-engagement campaign with a special offer or incentive to stay subscribed.

Whatever criteria you use to segment your email list, make sure that you're providing value to each group in every email you send. By tailoring your messaging and offers to the specific needs and interests of your subscribers, you'll create a more effective email marketing strategy that can help to create brand awareness and drive business results.

Timing your emails for optimal open and click-through rates

Timing your emails is an important aspect of email marketing that can have a big impact on your open and click-through rates. By sending your emails at the right time, you can increase the chances that your subscribers will see and engage with your messages.

One of the most important factors to consider when timing your emails is the time of day. Depending on your audience and their daily routines, there may be certain times of day when they're more likely to check their email and engage with your content. For example, if you're targeting working professionals, you might find that early morning or lunchtime emails work best, as people tend to check their email during these times.

Another factor to consider is the day of the week. Again, depending on your audience and their habits, there may be certain days of the week when they're more likely to engage with your content. For example, if you're targeting busy parents, you might find that weekend emails work better than weekday emails, as people tend to have more free time on weekends.

In addition to these general considerations, you may also want to experiment with different timing strategies to see what works best for your specific audience. For example, you might try sending emails at different times of day and tracking your open and click-through rates to see which times perform best. Or, you might try sending emails on different days of the week to see if there are any patterns in your audience's behavior.

Overall, timing your emails for optimal open and click-through rates requires a bit of trial and error, as well as an understanding of your audience's habits and preferences. By taking the time to experiment and track your results, however, you can develop a more effective email marketing strategy that can help to create brand awareness and drive business results.

Designing visually appealing emails that showcase your brand

Designing visually appealing emails is a key part of creating brand awareness through email marketing. The look and feel of your emails can make a big impact on how your brand is perceived by your subscribers, and can also influence whether or not they engage with your content.

One of the most important aspects of designing visually appealing emails is choosing a consistent color scheme and layout that aligns with your brand. By using your brand's colors and design elements in your emails, you can help to reinforce your brand's identity and make it easier for subscribers to recognize your emails in their inbox.

In addition to using consistent branding, you'll also want to make sure that your emails are easy to read and visually appealing. This means choosing a font that is easy to read on both desktop and mobile devices, and using formatting (such as headings, bullet points, and images) to break up text and make your emails more engaging.

Finally, you'll also want to consider the use of images and other visual elements in your emails. By using high-quality images that showcase your products or services, you can help to make your emails more visually appealing and engaging. You might also consider using animations, videos, or other interactive elements to create a more immersive experience for your subscribers.

Overall, designing visually appealing emails that showcase your brand is an important part of creating a successful email marketing strategy. By using consistent branding, easy-to-read formatting, and engaging visuals, you can help to create emails that grab your subscribers' attention and create a positive impression of your brand.

Including strong calls-to-action to encourage engagement

A call-to-action (CTA) is a statement or button in your email that encourages your subscribers to take a specific action, such as clicking a link, filling out a form, or making a purchase. Including strong CTAs in your emails is an important part of creating brand awareness through email marketing, as it helps to encourage engagement with your content and drive conversions.

To create effective CTAs, you'll want to make sure that they are clear, concise, and action-oriented. This means using strong action words (such as "Buy now" or "Download") and making it clear what the user will get by clicking the CTA.

In addition to making your CTAs clear and action-oriented, you'll also want to make them prominent and easy to find in your email. This might mean using a contrasting color for your CTA button, or placing it in a prominent location (such as the top or center of your email).

Another important factor to consider when creating CTAs is to make them relevant to the content of your email. For example, if you're promoting a new product, you might include a CTA that encourages subscribers to learn more or make a purchase. Or, if you're sharing a blog post, you might include a CTA that encourages subscribers to read the full article or share it on social media.

Overall, including strong CTAs in your emails is an important part of creating brand awareness through email marketing. By making your CTAs clear, prominent, and relevant to your content, you can help to encourage engagement with your brand and drive business results.

Measuring the success of your email campaigns

Measuring the success of your email campaigns is a crucial step in optimizing your email marketing strategy and improving your overall business results. By tracking key metrics such as open rates, click-through rates, and conversion rates, you can get a better understanding of how your subscribers are engaging with your content, and identify areas where you can improve your email marketing efforts.

One of the most important metrics to track is open rate, which measures the percentage of subscribers who opened your email. This can give you an idea of how effective your subject line and preview text are at grabbing your subscribers' attention and getting them to open your email.

Click-through rate is another key metric to track, as it measures the percentage of subscribers who clicked on a link in your email. This can give you a better idea of how engaged your subscribers are with your content, and help you to identify which types of content are most effective at driving clicks and engagement.

Conversion rate is another important metric to track, as it measures the percentage of subscribers who took a desired action (such as making a purchase or filling out a form) after clicking on a link in your email. By tracking conversion rates, you can get a better idea of how effective your email campaigns are at driving real business results, and identify areas where you can optimize your email content and CTAs to improve conversion rates.

In addition to tracking these key metrics, it's also important to regularly analyze your email marketing data and use it to make data-driven decisions about your email marketing strategy. This might mean experimenting with different subject lines, CTAs, or email content to see what resonates best with your subscribers, or segmenting your email list to better target your content and messaging.

Overall, measuring the success of your email campaigns is an essential part of creating brand awareness through email marketing. By tracking key metrics and using data to make informed decisions about your email strategy, you can improve engagement with your subscribers, drive business results, and strengthen your overall brand presence.

A/B testing to optimize your email marketing strategy

A/B testing is a powerful tool that can help you optimize your email marketing strategy and improve the effectiveness of your email campaigns. A/B testing involves sending two slightly different versions of an email to different segments of your email list, and then tracking the results to see which version performs better.

For example, you might send one version of your email with a blue CTA button and another version with a red CTA button, and then track which version gets more clicks. By testing different variables in this way, you can get a better understanding of what resonates best with your subscribers and use that information to improve your email marketing strategy over time.

There are many different variables you can test when running A/B tests, including subject lines, email content, CTAs, images, and more. When setting up an A/B test, it's important to only test one variable at a time, so you can isolate the effect of that variable and accurately measure its impact on your email performance.

In addition to testing different variables, it's also important to segment your email list and test your campaigns on different segments to see how they perform with different groups of subscribers. This can help you tailor your email content and messaging to better resonate with different segments of your audience and improve engagement with your brand.

Overall, A/B testing is a powerful tool that can help you optimize your email marketing strategy and improve the effectiveness of your email campaigns. By testing different variables and using data to inform your email marketing decisions, you can improve engagement with your subscribers, drive business results, and create a stronger brand presence through email marketing.

Wrapping up

Email marketing is a powerful tool that can help businesses create brand awareness and engage with their audience in a meaningful way. To make the most of your email marketing efforts, there are several key steps you can take to optimize your strategy.

First, it's important to build an email list of engaged subscribers who are interested in your brand and what you have to offer. Once you have a list of subscribers, you can focus on crafting compelling subject lines and preview text to grab your subscribers' attention and encourage them to open your emails.

From there, it's important to create engaging email content that resonates with your audience and encourages them to take action. This might involve personalizing your emails for maximum impact, segmenting your email list to better target your content, and timing your emails for optimal open and click-through rates.

Design is also an important aspect of email marketing, and it's essential to create visually appealing emails that showcase your brand and encourage engagement with your content.

To encourage action from your subscribers, it's important to include strong calls-to-action in your emails, and to measure the success of your email campaigns using key metrics such as open rates, click-through rates, and conversion rates. A/B testing can also be a powerful tool for optimizing your email marketing strategy and identifying areas for improvement.

Overall, by following these best practices for email marketing, you can create brand awareness, engage with your audience, and drive real business results through email marketing.

Want to personalize your emails and landing pages? Try Markettailor for free.


Related posts

The Advantages of UTM Tagging for Web-Based Workshops and Training Sessions

In the age of digital transformation, organizations are seeking out innovative ways to reach their target audiences and deliver training and workshops. One effective solution is the use of UTM (Urchin Tracking Module) tags, which provide valuable insights into the behavior of website visitors and...

Read more

The Importance of UTM Tagging for In-Person Event Tracking and Analysis

Have you ever hosted an in-person event and wanted to know exactly how many people attended and where they came from? Have you ever wished for a way to track the success of your marketing efforts and see which ones are driving the most attendance? Well, the solution to these common problems lies in...

Read more