A recipe for e-mail branding

E-mail branding is an effective tool when marketing a company. It strengthens brand loyalty, grows the client base, and enhances reputation.

This is according to Dries Morris, operations director at Securicom, who says: “Even with the sophisticated e-mail branding technologies available today, companies are still getting it wrong.

“Consistency at all levels and across all marketing efforts is key for brand-building. So, for e-mail to be effective in entrenching a brand, it should also reflect the brand and be consistent. When a recipient opens the e-mail, they should instantly recognise that it is from someone within your organisation,” says Morris.

According to him, branding encompasses all the elements comprising a company's identity. These include its logo; the slogan or pay-off line; and the colours, fonts and images used in advertising, on business cards and letterheads, and on the Web site.

“It's also the messages, language and tone that a company uses when addressing its audiences,” he adds.

Morris offers various guidelines for the effective use of e-mail branding. “Choose a template that fits the message you want to convey. Make sure the layout is uncluttered and simple. As the logo highlights your brand and is probably the primary identifier of your business, make sure it is visible so it's one of the first items the recipient sees.”

He also advises keeping the look and feel of a company's e-mail branding consistent with its Web site. “Make sure the tone of your e-mail branding is consistent with that of your Web site and other communications.”

It's also important for communication to be relevant and purposeful, says Morris. This can be done by using solutions that make it possible to tailor outgoing e-mails from different departments, to market promotions they are running or convey a particular message to clients.

“Recipients are more likely to read further or click through to the company Web site if the e-mail is relevant to them,” says Morris.

Finally, he stresses the need to keep things fresh. “While it is important for each and every e-mail communication to be consistent with the company's brand and image, it is also crucial that e-mail branding is dynamic.

“Varying templates and making subtle design changes will alert recipients that they are receiving something new, and that it's not the same message they got last week,” he concludes.