Agencies and marketers can benefit from offering branded email campaigns to their clients. However, some might struggle to convey how branded email campaigns contribute to better results for their clients.
In this article, we’re sharing the biggest benefits your clients may experience by opting for branded emails.
Cultivate a sense of familiarity and recognition
With a signature style, readers will quickly come to recognize your clients’ emails in their inboxes. Even incorporating a brand’s color alone has been shown to increase brand recognition by as much as 80%.
This has strong implications for how often subscribers will open your clients’ emails and how favorably they will respond. For example, TGI Golf, a collective group of elite PGA Professionals, found that their branded emails led to an incredible 58% average open rate.
TGI’s Head of Communications, Mark Millard, attributes this success to how Campaign Monitor’s drag-and-drop builder makes it easy to create branded campaigns for their clients:
“The ease-of-use, particularly the email builder, has been extremely helpful with what we are trying to accomplish. Making changes is a quick, easy, and stress-free experience for me as a marketer.”
Check out how recognizable this branded email campaign is by one of TGI’s clients:
Boost brand trustworthiness through brand consistency
Brand consistency is crucial to making sure consumers trust the brand.
A 2019 survey found that 24.5% of company leaders reported that inconsistent branding led to confusion in the market, and 18.6% reported that inconsistent branding led to a damaged company reputation. Additionally, 60% of company leaders said that having a consistent brand was “very important” for generating leads.
Breakdowns in brand consistency can feel jarring for consumers. If a company’s email marketing doesn’t closely match the branding on their socials or website, consumers will likely lose trust in the brand and emails will be less effective.
For example, compare this branded email campaign by surf company, Rip Curl, to their other marketing:
Across their marketing channels, the Rip Curl brand remains consistent, with a consistent logo, consistent fonts and colors, and similar image choices.
To help with consistency in your emails, it’s worth creating one or two custom email marketing templates to keep each piece of communication on brand.
Strengthen brand meaning beyond the product or service
A key role that branding plays is creating meaning beyond the product or service.
Branding goes beyond a company’s visual identity, helping to convey a company’s core values to consumers. And values are becoming more and more important: 77% of consumers want to buy from brands that share their values
If a client has a strong brand, it’s vital that the brand be infused into their email marketing so that consumers continue to recognize the brand for its identity and values. In turn, it’s likely that strong, branded emails will lead to increased revenue.
For example, Bluetent, a digital marketing agency, found that using custom branded emails for their clients increased revenue by $50,000.
Ryan Austin, Bluetent’s Director of Marketing, appreciates that Campaign Monitor’s email builder allows them to code their own emails for their clients:
“Ultimately, we went with Campaign Monitor because we felt that the platform was extremely innovative and perfectly aligned with our goals. The app offers an entire portfolio of templates, but we also have the freedom to code and implement our own.”
For example, check out one of the branded client emails Bluetent created:
When it comes to standing out in crowded consumer inboxes, the best strategy is to create strong, branded emails. Branded emails help consumers quickly recognize a brand in their inbox, feel more secure trusting the brand, and remember the brand’s values.