Email Marketing Tip #8: Test New Approaches, But Keep Branding Consistent
EMAIL MARKETING TIP #8
Stay consistent when it comes to branding. Not only will your email be recognized in a crowded inbox, recipients also prefer and appreciate a familiar look so they know where each element of an email can be found. Design consistency across all of your marketing materials, sites and published materials ensures that your email marketing strategy is part of an overall integrated marketing plan. This is especially critical when outsourcing your email newsletter production and distribution, for example. This work cannot be created, executed and published in a silo or with different guiding principles. A common mistake many companies make is experimenting and innovating with new looks, templates and approaches when testing various email campaigns. While innovation is always a good thing, it’s not if it comes at the expense of brand consistency.
Instead, it must mirror the look, feel and even tone of all campaign messaging. For starters, compare your email campaign/branding against that of your website and blog(s). The layout should be a match. It also goes without saying that any email marketing initiative should also include your company logo and “follow us” social media buttons. Even these buttons should be consistent in design with the ones you have opted to use on your website landing page. Without brand consistency across all channels and platforms, including email, you can confuse customers and prospects while diluted the brand value you have spent so much time (and budget creating).