Many local businesses already use customer data to send out customized email marketing messages. After getting enough data to “know” your clients, you can personalize email marketing messages to highlight the brand attributes that are most important to them.
Present The Brand Inside The Email
When sending out emails, most small businesses want to just get the message across. From time to time, this results in some companies sending out simple text-based emails. Avoid getting this simplistic. Be sure every email sent includes the brand’s voice, core values and even the slogan and logo. Brand building needs to be consistent across all platforms.
Give Special Offers And Newsletters
One of the best ways to keep a brand in the forefront of consumers’ minds is to occasionally provide value through email marketing. Every message doesn’t have to be about updated features, new location openings and “Come See Our New Showroom!” pitches.
There are certainly numerous individuals on your email list who have only done business with your company once or not at all. Keep them active by providing value through informative newsletters and special offers. Make sure to never send too many, though, or you will risk getting marked as spam.
Employ Customer Behavior To Spotlight Brand Aspects
Most email marketing tools allow small businesses to track how their customers engage. This can include “open rates” and even purchasing traits. This data could be used to highlight certain brand attributes to specific customers.
Corporations already use customer information to participate in personalized marketing. Once you know what’s important to your clientele, you can send diverse messages to different recipients and focus on the part of your brand that those clients most value.
Building your brand is a non-stop job, and you should use every tool accessible to pull it off. Thankfully, email marketing is amongst the few tools that you are likely already using.