The combination of characteristics and qualities that make up your company is known as your brand’s personality. However in an email marketing context, personality can also mean the approach or demeanor you show customers you’re reaching out to. Showing too little personality means your emails will be dry and technical, but showing too much could make your company appear childish or unprofessional. In this video Mike emphasizes the need to define your brand’s email personality through self-questioning and then offers six tips to help you come up with the best personality to convey to your clients.
- [Voiceover] Companies tend to focus on how…their brand is portrayed on their website.…However, your email marketing program…may be a more consistent branding tool,…since you're bringing the message to the customer,…not waiting for them to come to you.…So have you asked yourself,…what is my brand's email personality?…Email readers make constant evaluations about who you are…and what your brand stands for all the time.…Are you approachable or professional?…Do you use personal terms like, your needs,…or do you use transactional terms, like business solutions?…Whatever your approach, here are a few tips…to help you shape your tone and brand personality.…
Number one, match your tone to the severity…of the message you're trying to convey.…If you're sending a follow-up to a request for a demo,…make it text only, since this is purely transactional.…You don't need to have an image of someone smiling,…just get the message across and move on.…Next, if you offer something concrete,…as in a product, show it whenever possible.…
Optimization strategist Michael Duquet helps you take your newsletters and eblasts and refine them into targeted, revenue-generating emails that your customers actually want to read. He walks you through choosing the best tool for your company, defining your micro and macro goals, and creating a believable sender persona. Then, he goes deep into segmenting: creating granular lists based on demographics (such as geolocation, gender, income, or industry) and behaviors (such as purchases, emails read, or clicks).
He also reviews the best practices for mobile emails, including eye flow and the role of images and video. Finally, he shows how to perfect your engagement with tips on writing effective subject lines, placing your calls to action, and sending emails at the right time.
- Setting up email for the best screen resolution
- Getting the right email marketing tools
- Defining the customer contact journey
- Sending onboarding emails
- Researching emails
- Segmenting emails
- Building your persona
- Optimizing emails for mobile viewing
- Optimizing the subject line
- Sending email at the right time