Your ability to build brand recognition relies heavily on how consistently you represent your brand in everything you do.
Your marketing emails {or newsletters} are no exception!
When someone gives you access to their inbox the last thing you want to do is drop the ball by deviating from your branding. That’s only going to dilute your brand building boom juice.
Email is when you really need to bring it. It is the most personal touch point you have with your audience.
This is when you have the ability to talk to someone not in the rush and fleeting attention of their social feeds but in the comfort and safety of their personal space. It’s how wisely you use this personal touch point that will determine how deep a connection you can form.
The secret to branding emails is to bring all the right fixings to the table. Here are the 6 fixings you need to brand your emails:
A TEMPLATE
I have this hard and fast rule I swear by for creating visual content. And it’s this…
Any type of visual you’re going to create more than once {and that’s goes for social media images, blog images, resource guides, cheat sheets, presentations, etc} needs a template!
Why?
Templates ROCK because:
1. They’ll make creating new visual content easy breezy
2. They’ll help you maintain consistency across your visuals
3. They’ll help your audience instantly recognize your content
Soooo, the first thing you need to do is select a template {or two} that you will use for your emails.
All the major email marketing services {including Aweber, MailChimp, Constant Contact, iContact, etc} have free email templates you can select and customize.
Email templates come in all shapes and sizes, including one or two column styles, and an assortment of layouts. With a little customization you can take a canned template and turn it into a branded work of art.
Email templates are especially invaluable because…
They’re mobile responsive (if it’s not, don’t use it!), and seeing how up to 70% of emails are ready via mobile devices (via emailmonday) making sure your template is responsive is NOT optional.
They come pre-coded so that specific elements, like images and columns, don’t get skewed or unformatted. You don’t want your emails looking all wonky, right?
They can be easily customized (header, footer, fonts, color palette, etc) and saved for use again and again. We call that a one and done!
Prior to selecting a template take some time to outline what type of content you’re usually emailing and how you’d like it to be formatted.
Here are examples of the two templates I use for my emails:
Template #1: Header, main content section and footer, which I use for most emails.
Template #2: Header, main content section, 2 column section and footer, which I use when I’m promoting multiple blog posts or want to put a couple reminders for upcoming events that are the secondary purpose of the email. The additional 2 column section creates a nice disruption in the content and draws the eyes attention, not to mention it keeps the additional images and content nicely formatted to make sure things stay aligned.
LOGO
Since your logo is arguably one of the most iconic pieces of your visual branding it’s an important fixing for your emails.
It’s the non verbal ‘howdya do’ that you need front and center in your emails.
You want to greet your readers with familiarity so they get comfortable with you. Over time that comfort will increase your open rates and build trust, which is the foundation on which deeper connections can be built. The fact is, there’s a comfort that comes from repetition.
The best way to foster that comfort right out of the gate in your emails is to make sure they immediately and visually recognize you without a single word needing to be read.
You wouldn’t walk up to someone and start babbling without a proper introduction in person, so don’t do it in your emails. Your logo is the best handshake or high five you’ve got in your visual branding arsenal, so use it wisely!
COLOR PALETTE
Your color palette is one of the most frequently used visual assets you have, which makes it the perfect fixing to brand your emails with.
I want you to think of of your emails as an extension of your website. The same branding ingredients you use there should be used on your emails. Another words, you need to stick to your branding guidelines, which includes infusing your color palette in the ways you’ve already defined it to be used.
You can apply your color palette in your:
1. Headlines and sub headlines
2. Links and buttons
3. Borders, frames, and/or content dividers
4. Images
Working with what you’ve already defined is going to take ALLL the guesswork out out of branding your emails. True story!
IMAGES
Using images to break up the text in your emails makes them the most delectable fixing of all.
And there’s no need to reinvent the wheel here!
Some creative ways to repurpose images for your emails are:
1. Using your blog post image to promote a new post
2. Using a screenshot OR video thumbnail image to promote a new video
3. Using a slide to promote a new presentation or mini course
4. Using one of your social cover images to promote a social profile of yours
Images are proven to grab attention faster than a screen of text, so including at least one image per topic in your email will help you pull in the readers who are skimming on the go. Oh come on, you know you’ve done it!
We’re all busier than ever these days, it’s the nature of our online lives, so a lot of times we skim an email to see if anything worthwhile jumps out at us. In the same way an image can catch someone’s attention while they’re feverishly scrolling on social media an image in your email can qualify it for the ‘must read later’ bucket in a way text might not.
Don’t lose readers by fighting the skimming habits they have. Let your images do the fast talking for ya.
Note: Make sure you reduce the size of your images when you use them in your emails. They don’t need to be as mighty in size for emails as they do for your website or social media.
SOCIAL ICONS
How many times have you read an email from someone and immediately hit their website looking for links to explore down their social rabbit holes? {raising hand} Me too!
Providing social icons linked to your social profiles is yet ANOTHER opportunity to strengthen your connection with your readers…so you’d be a fool to forget this fixing.
Like any delicious spread there will be things some people eat up that others won’t touch, that shouldn’t stop you from offering it! One man’s ranch is another man’s ketchup, at least that my story and I’m sticking to it.
Include small social icons in the footer of your emails for those that want more of you. They shouldn’t have to work so hard to feast on your full buffet.
VOICE
Every scrumptious spread has a great host or hostess behind it. When it comes to your emails that’s represented through your voice.
No two people use the same wordage, speak in the same tone, or come to the table with the same approach. Your voice is the most unique factor in your brand building boom juice, so great care should be taken to perfect this fixing in your emails. Remember, this is the most personal touch point you have.
The power of your voice should not be undervalued, because without it your spread will very likely end up looking and tasting B-O-R-I-N-G! It’s this fixing, your voice, that will ultimately transform a new subscriber into a loyal brand ambassador.
Your vocal chords and the unique personality that pours out of them is second to none in your emails. Your voice is the magic that brings all the other fixings to boom status. Without, just just have something nice to look at, and that’s not good enough!
WRAP UP
Branding doesn’t end when you score a subscriber, it simply gets a LOT more personal! The venue may change but the brand building requirements haven’t. You want their journey to and from your web real estate {social media and your website} to their inbox to be one that builds deeper awareness and trust, not degrades it.
That means you need to dress your emails to impress by making sure these 6 fixings are on the menu.
Without them you’re diluting the brand building momentum you’re fostering with your readers, and ultimately you’re robbing them of the consistency and familiarity they need to know, like and trust you.
Let your unique brand style build the comfort and brand recognition that comes from seamlessly representing your brand in everything you do, including your emails!
ONE MORE THING before you go…
GRAB YOUR FREE COPY OF
THE QUICK & DIRTY GUIDE TO BRANDING FOR SOLOPRENEURS
This 25+ page ebook is a bloat free recipe that will help you gather, prepare and assemble ALL six main ingredients you need to create a unique AF brand identity your peeps will love eye guzzling.
PLUS, the entire ebook is loaded with tons of exercises, resources and examples, so you’ll have everything you need to start creating your brand identity TODAY, regardless of where you are in your business.
Awesome, awesome post Andrea. Adding this to my to do list now. After reading your post I was just curious about the templates and found that not only can you get templates with your autoresponder but there are tons of other free templates out there as well including responsive email templates. All you have to do is… dare I say the “G” word (Google). LOL! Now to find the time ?
You GOT IT, girl! Set aside a day or two on your calendar and dive in, it’ll be worth it. Once you’e template is done and loaded there’s no more work per email than before. Email branding is a beautiful thang. ; ) Thanks a TON for the love, Juanita!!
Great post Dre,
I know how important it is to having a good template for your emails but, i always find it very difficult to create one.
I think i will have to make out time to learn it. I agree with all the points you made here.
Thanks for sharing.
It definitely takes some up front work, but it’s worth it for all the brand building rewards you will reap. Make the time and I know you won’t regret it! Thanks a ton for the comment love, brotha!
Great post and I lurve actionable ideas.
It’s been donkeys since I’ve been around, good job I made you one of my first stops it’s always good shit!
High five for the love, brotha man and WELCOME BACK!! {fist bump}
Great list. I haven’t really thought about using colors in my newsletter…I will need to start!
I love hearing you’re going to get your color palette on, it’s a really quick and easy way to infuse your emails with some brandinglicious boom juice! High five for the love, Dawn!
This was a great read- thanks Dre!
I had been saving this email until this weekend to read because I knew it would be extra juicy. Thank you!
xo
Woooohooo, I looooove hearing my content meets your ‘juicy’ standards. High five coming at ya, girl!… ; )
Hi Dre,
In my opinion, this is one of your best blog posts yet… mostly because I pride myself on being an email marketing snob… but that is strictly because of strong open and clickthrough rates.
Your post helps me to realize I might be leaving a lot of less measurable but equally important value on the table.
I’ll be sharing this one out. Thanks!
Yep, branding boom juice is only going to help your click throughs and open rates. Gargantuan knuckle crunching fist bunch for the love, brotha – can’t tell you how much I appreciate all you do to help me spread my badassery! You ROCK brotha man!
I am *just* getting in the hang of sending emails every week. I needed this advice… my emails could use a bit of tweaking! Thanks Dre ?
Infuse some branding juice into them and you’re going to be that much better off….GET IT girl!
Thanks for the great tips. I oh so needed this!!
High five for the love, Debra – I la la looooove hearing that! Here’s to your branded emails…
Great post! Shared, buffered, etc.
HAPPY BERFDAY!!!!
You’re da bomb diggity, girl!! T-minus one day until the drinkfest commences….wooohoooo!
First – Happy Birthday! Mine was last Saturday and there was a FULL MOON! I love full moons!
Anyway, great advice here on emails. I really struggle with them and had no idea that you could add social media icons!
Thank you!
Awww, happy belated bday right back at ya, Brenda – I couldn’t ask for a better prezzie then some comment love! ; ) Oooooh yeah you can add them and I’ve gotten just about every FB follower I have via my email social icons, not to mention a lot on the other platforms I list, so I would definitely implement that into your email template pronto tonto. Thanks again for the love, lady…now go get er done email style, you badass you!
Dre, once again you’ve given a super clear, actionable way to up my design game. I will definitely be using this post to make my newsletters awesomely branded like yours! Happy birthday, btw! I hope you have a kick-ass one!
Wooohooo, here’s to your new & improved emails. You bet your badass I will be on the look out since I’m already on your list and always devouring your epic content. Oh and THANKS for the bday love, girl. I’m busting ass the next two days so I can enjoy a long weekend of friends, family and gettin my drank on of course. The best way I know how to spend a bday. ; )
Great article Dre. This is something I really need to get started with my emails. I use Mail Chimp now, and they do have some good templates, its just a lot of figuring out, you know?
I do love your branding style. I have definitely learned a lot already form you about branding and trying to apply those techniques to my blog and now my newsletters.
Thanks again.
It’s all about the baby steps so kudos for being such a badass implementer, Rob! Just take things one at a time. Get your branding guidelines defined, then work on infusing those in your website and your visuals, then move on to your emails list, etc. There’s no doubt it’s a lot of figuring out so don’t beat yourself up, you’ll get there if you keep plugging along. I’m stoked to hear my content has helped you step up your game, that’s why I do what I do so thanks a ton for the love. ROCK ON, brotha man…
Great tips. The one thing i know I need to update in my email template is the header. This is a reminder to get it done.
I’m stoked to be that kick in the arse, Nicole! High five for the comment love, lady!
Well happy birthday and here’s your prezzie! I adore you and your advice, and when I grow up, I do want to be just like you…’cept I’m older…but whatever, you’re awesome and I learn so much from you every single email.
Awwwww, best bday prezzie EVA!!! You and you’re warm & fuzzies are the best badass a girl could ask for!
Dang girl this post is full of badassery. Yeah I stole your word, what? No seriously though, it’s so perfect through and through. I do a lot of these already but learned a few new ones too like using smaller images and making sure the important points stick out for skimmers. I really need to add my photo in my email template too, just haven’t gotten around to it yet. This may be the butt kick I need.
You can steal my words any time you want, sista! High five for the love – now go get er done….your peeps want to see your gorgeous face! ; )
I recently changed the colors in my emails to match my blog and added a picture of myself! I like them much better now! Great tips Dre, as always.
You go girl! I’ve been watching your branding evolve and am loving what you’ve been doing. High five for the love – you ROCK, Kristie!!
Agreed! Kristie’s branding has been kicking some serious butt these days!
Dre!
I want one of them there branded emails like you have!
Oh sure… I’ve got me a fine branded email situation going on… but it ain’t MIGHTY fine… so clearly I needs to hire you.
Let’s stalk soon sugah… MUAH!
Ande ♥
I’m ALWAYS here to help you get your badass branded up, ladylicious! We HAVE TO catch up soon, I miss seeing you every week! I’m holding up a picketing sign that reads…’Bring Back Possibility Partners!’ and I’m going to chain myself to your bar until you do. Consider yourself warned!! ♥♥♥
Hi Dre, thank you so much for the tips. I recently found your blog and have been devouring your content. I’m new to blogging, but email marketing still feels like a mystery to me, these tips are definitely going to help me get a start in the right direction.
I LOVE hearing that Riette! It’s all about the baby steps so take it slow and you’ll get there. Holler if you ever have questions!
Love this, Dre! You have taught me that templates rock for creating visuals, now I have a great idea on what to do for my emails.
Thanks for a super-duper post today!
Sue
Doing a happy dance to that, Sue! You’re email content is amaze balls…now you just need a little branding boom juice and they’ll be grade A swoon worthy!
Love this article I have been studying email marketing for the past few weeks very happy and this was great information to tie into it.
I love when the universe delivers exactly what you’re looking for when you need it! Big ass high five for the love, here’s to your email marketing mastery!
I have just one thing to say to any that are reading this and don’t know Dre’ yet…..Grt to know her!
She has MORE insight into helping others online than anyone I have seen or heard. She CAN help you get your business off the ground. I don’t know how she does it, but she has the uncanny ability to zone in on the bulls eye. I am NOT exaggerating! She is a true rockstar and always has her clients best interests in front of her.
She is the Joan Jett of Internet Marketing! You WON’T be disappointed!
Great article Dre’! I am definitely taking your great advice!! You rock!!!
STOP IT, my head has swollen to a point that I can’t get it through my office door! ; ) And don’t even get me started on the warm & fuzzies I get when you call me Joan Jett. You are kinda, sorta, TOTALLY the bomb diggity, brotha man!!!
You know I speak the truth!!! You ROCK Joan!!!
Thanks again for the compliments!
I have some ideas about an online pursuit that I want to pass by you sometime in the near future. I definitely want to get your opinions and help with the branding. You ARE the BEST on the Internet!
You know where to hunt me down and you KNOW I always love catching up with you, Scotty boy!!! Let’s make that happen SOON, I mean it!
Sounds awesome!! I agree 100%!!!
Great post Dre. I can’t tell you how many newsletters or email message I get, for things I have opted in to, and I think… who is this?
No branding…and therefore no recognition or engagement. They’ve lost me… and I often end up unsubscribing.
Ooooh yeah, I’m so right there with ya! I see it done a lot like that in the MLM and other marketing niches and it drives me bonkers! It’s just to simple to infuse your branding into your emails to ignore it. Thanks for the love, Jane – you ROCK mastermind bestie!!