Coca-Cola is more than a normal sugary drink. Its imagery, values, and persona make a brand that connects with every kind of people’s emotions. Your emails could do the same!
Email branding provides your subscribers with an aesthetic and a voice, and an emotional connection. If you retain it, people will recognize your email immediately in the midst of a crowded box.
It can only be another ‘sugary drink’ for your email… Or, in a more powerful way, it can connect.
Creating an email brand requires two things: emotion (perspective, atmosphere, voice tone) and imaging (think colors, logo, design).
It all involves adding to the email marketing a unique, recognizable person — however, you don’t have to be a wizard for word or design in order to do this!
Consider this your email branding guide that shows who you are and how you are all concerned.
A QUICK YET CRUCIAL NOTE: You can’t think of an email campaign that doesn’t include sending emails. Before sending them, email verification is the top criticality, and not doing it gets followed by a thousand issues later on. So, do check this list of Best Email verifiers in 2021 so that you don’t fall in the pit.
What is email branding?
Branding by Email creates a consistent and unique design with a voice and personality recognized by your subscribers as they open their newsletter.
Simply put, this mixture is blended with emotional and visual:
The visual side
How your users view your Email is defined by the visual side of the email branding. Your colors, logos, fonts, images, and layouts create a brand identity. You will stand out from the rest if you’ve got a unique email aesthetic!
The emotional side
You can define how your users connect with your Email on the emotional side of your email brand. Like your friends, who you are for, your emails can communicate personality, values, mission, culture, and voice with which your subscribers connect beyond the scope of your sales.
Together they create an email campaign that your subscribers recognize a mile away! These visuals and emotional elements matter a lot!
The power of email branding
More than a logo and signature color, your email brand is the full experience of the subscriber, which helps people remember you and make a view of you. You will gain a powerful advantage over other emails in the Inbox if you build campaigns that subscribers connect to.
Email branding is essential for:
- Your reputation: The more people you attract, the better your reputation. This is also true of your emails’ reputation—you can connect to the right people with the right brand.
- Your revenue: Branding Email may increase sales by 23%! The emotional connection obliges people to talk to you because they know you.
- Your uniqueness: Your friend will be more easily found in a crowded room if he has a distinct fashion or hairstyle that you recognize. The same applies to your box. Emailing helps you to identify your subscribers in the crowd immediately.
- Your credibility: People actually judge a book by its cover! And, When you use a consistent design and voice that enhance your values, your email marketing campaigns feel more professional (and reliable).
Pssst! A note about brand consistency
Email needs to be consistent, whether you promote an event, market a product or gather feedback. Your identity must also be recognizable beyond email on other channels such as landing pages, social media, websites, and even on websites of third parties. Make sure you keep to them once you have agreed on your brand guidelines.
Embracing emotional side
Successful companies have a simple secret—they know that when they combine the benefits with the emotional element, the people are much more likely to purchase.
Does anyone pay 3x more than Dell for an Apple computer just because it’s actually three times better than Dell? No! The reason is that Apple’s aesthetic design, company values, and personality make its customers more sensitive.
Think of a person from your brand: Do you want a good friend, coach, or thinker to see you in the audience?
Here are two ways to add your brand’s emotional aspects:
- Brand voice: How do you talk with your email subscribers (language, voice tone, personality overall, etc.)? Find and don’t be afraid to use your authentic voice.
- Company culture and values: Has your company foundational core principles, values, or social causes? How can you put this into your emails?
Define these two emotional elements and let them be used by your entire team in your email content. You create a solid emotional link that creates loyal customers when people feel that they know you and share similar values.
Hint: You could customize your emails to make the message more relevant – and increase the open rate!
Inspire you with this Casper mattress’s welcome email. The copy of the email is friendly and reassuring (for instance, “Hello dreamer,” “Let’s sleep,” etc.), as well as its values (“You join a community with more than 1,000,000 well-rested sleepers”). This sets the emotional tone for your email brand.
Let’s get visual
The brain processes a picture sixty thousand times quicker than text. It’s not 60 times faster or 600 times faster, but it’s 60,000 times faster! As a consequence, 80% of people remember what they see, compared to 10% and 20% of what they read.
You can communicate and build your email mark through the use of visuals such as infographics, logos, and photos.
Fortunately, several email marketing software allows you to create a pro-e-mail newsletter and save your templates (hey, constant branding) over and over again!
Let a branded email be designed together; then you have a template that you can use over and over.
1. Start with email domain
Let’s face it: the mail is simply not credible from “firstname.lastname@example.org” (sorry, unicorn lovers ). Fortified brands begin with recognizable and safe email addresses!
If it isn’t, make sure your subscribers see that you mean business, setting up a professional email domain.
Use a personalized email address in a format like:
Free domains are not recommended for email customers like Gmail, Outlook, or Yahoo as they have many limitations.
Instead, buy a customized professional email address via companies such as Domain.com, GoDaddy, WordPress, or Google Workspace.
2. Select fonts and stick to them
Readability is the key here. You might love an artsy font, but you lose your attention if people can’t read the e-mail message! Keep it simple, and thank you for it to your subscribers.
Use easy-to-read fonts, and your messages should be extremely clear. We recommend you not to use a tough level of English, as that way, you won’t be able to pitch 100% of the audience.
3. Include your company logo
Your logo is a brand stamp that makes everything that you create, including emails, immediately recognizable. Think of it as your unique, meaningful symbol.
If you have no logo at all, you can use a free tool such as Canva to set up your own or hire a designer from our expert directory or a website such as Fiverr and Upwork.
Think first of all about how you wish to incorporate your logo for your email branding. Will it be located above the header, where all can immediately see it? Or is it going to be at the top? The footer?
Vox contains your logo at the top of your newsletter and a marker that tells you exactly what you are doing. Clear, daring, and straightforward!
4. Make your own custom color palette
If you don’t know which color palette your email will be based on, try a tool like Coolors that will generate ideas until you find something resonating.
Paravel is known for its email design for its neutral, classic sounds – sometimes light colored pops! You will see the same palette throughout your branding if you visit their website or visit their product line.
5. Define any other visuals you desire
You will then add content (text + visuals) to your newsletter design once you have selected your logo, fonts, and colors. This is where you can set up your layouts, themes, videos, picture styles, your action call, etc.
Here are some guidelines on the content of the newsletter:
- Utilize chosen fonts and colors: This ensures that your newsletter follows your brand style and keeps track of your subscribers.
- Establish a theme: You do not need to utilize the exact layout, but you have a general trend to identify your emails.
- Try dynamic content: This permits you to show various custom sections to various audiences in your newsletter.
- Break up the text with GIFs and videos: This is a sure way of looking and distinguishing your subscriber.
6. Get ready for your email signature
At the end of your marketing emails, many people skip signatures – a pity because they add to the end of your newsletter a unique personal touch!!! Signatures are simple and can make a difference in the branding of your email.
Add an email signature that resonates before you jump directly to your footer and unsubscribe links. It’s your final thing to see before your subscribers leave; make it count!
Our MailerSend partners always end their emails with a sign-off, an image, a signature, and a PS line at times.
7. Add your company links
The final step is to connect your subscribers across all channels to your brand. This is the perfect time to share your social media profiles, website, and contact information in order to maintain the conversation!
Joybird has a link to its website (by clicking on its logo) and also social networking icons to make a connection to the brand easier online.
Congratulations! You’re pro in email branding now
Recall: consistency is the key. Whatever you do, keep a subject so that your subscribers immediately recognize your branded email.
Save your email templates to work from and create your team’s list of guidelines once your branding has been defined to keep everything consistent.