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Email Marketing Basics
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Branding consistently


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Email Marketing Basics

with John Arnold

Video: Branding consistently

You need to pay attention to the way your emails look, because your audience pays attention or not depending on the design choices you make in each email. The first rule of email design is to make sure your email designs are a good match with your other marketing media. For example, when someone visits your website and signs up for your email list, they might not recognize your emails if they look completely different from your website. To ensure a good match between your email designs and your other marketing designs, follow these guidelines.

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Email Marketing Basics
56m 57s Appropriate for all Nov 15, 2011 Updated Nov 12, 2012

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Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.

Topics include:
  • Building an email list
  • Collecting email addresses
  • Offering incentives to increase signups
  • Deciding on a format for emails
  • Including links
  • Sending valuable offers
  • Creating effective From address and subject lines
  • Combing email with social media and mobile devices
  • Managing bounced and blocked email
  • Evaluating email click-through data
  • Automating email marketing
Subjects:
Email Marketing Marketing Small Business Marketing
Author:
John Arnold

Branding consistently

You need to pay attention to the way your emails look, because your audience pays attention or not depending on the design choices you make in each email. The first rule of email design is to make sure your email designs are a good match with your other marketing media. For example, when someone visits your website and signs up for your email list, they might not recognize your emails if they look completely different from your website. To ensure a good match between your email designs and your other marketing designs, follow these guidelines.

Include your logo in all your emails. Use colors that match your logo for backgrounds, borders, and fonts. And when you send a promotion that suggests the use of colors outside your brand, such as of running a Halloween promotion with black and orange, just make sure to work the promotional colors into your brand instead of replacing your brand with the promotion. Also, use the same type of images in all your emails. For example, there's a big difference between the look of stock photography and the look of graphics and clipart.

Choose the image type that fits the personality of your business and then stick to it. When choosing email designs, it's important to brand each type of email format consistently. For example, make sure your email newsletter looks similar, but not identical, to your email promotions. That way people will recognize your brand and the purpose of each email. One of the best ways to ensure brand consistency with all your emails is to design your emails based on similar looking email templates. What's an email template? That's the topic of our next section.

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