Offering useful content through emails can help improve brand identity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 22, 2019, 9:32 AM UTC

Emails are a crucial channel for building relationships as it enables customers to interact with brands at their convenience.

This piece recommends brands should provide readers with useful content, rather than push selling. Instead of limiting their material to a particular product or service, organisations can offer content on related topics to capture readers’ attention and assist them.

Brands should also use clear call-to-action or CTAs and guide customers to take the next step. Marketers need to mention what they want their readers to do and what readers will gain from it. They can even ask customers about their expectations from the brand to provide personalised newsletters.

An effective welcome mail mentioning key benefits and point of contact can get prospective customers on-board. But organisations need consistency to build trust and improve brand recognition.

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[6 minute read]