The role of email marketing in brand building
What is Email Marketing?
E-mail marketing is a very specific type of marketing strategy as it is an advertisement that the recipient must first agree to receive. Of course, you can try to break the rules of the game and send e-mails of commercial information blindly to random e-mail addresses, but this practice is simply spam and is absolutely not welcome and also not necessarily legal. It is not a simple task for such a brand to obtain a database of addresses of customers who would actually be interested in the products of the brand that you want to promote via e-mail. There must be some psychological tricks at play here and simply offering the recipients something in return: therefore new subscribers to newsletters and other such are most often collected by organizing contests on social media profiles, in which one of the requirements is consent to receive commercial information. Some websites are even more radical and make the possibility of creating an account dependent on subscribing to the newsletter. However, this is not the best solution in the world, and commercial information should not be associated with an arduous and burdensome practice for the recipient.
What does email marketing do for a brand?
Email marketing plays an intriguing role in development and brand building - it cannot attract new customers, but it can turn occasional customers into people who are truly committed to the brand's products. A well-designed and written newsletter can give the recipient a truly ennobling feeling - here he is in an elite group of people who receive unique information that other mortals do not have access to. As cliché as it may sound, the most important thing is that this method simply works, and it should be noted that one dedicated and loyal customer is worth a hundred recipients who will simply glance at the advertisement of a given company on a billboard or in the footer popular website.
Could the newsletter dissemination turn against the brand if it is carried out improperly?
It is difficult to say unequivocally - you definitely need to maintain a constant, solid substantive level, because the credit of trust granted by the recipient to the brand is actually very fragile and a thin line separates him from simply redirecting e-mails from a given address to the trash. Some kind of elite content of such an electronic newspaper is important - it should not only contain the information that can be found on the website. A rebate code for the reader, special promotions - such practices will certainly build the image of the brand in the eyes of customers as a company that cares about those who give them their money. Newsletter fosters the customer's bond with a given company, which is simply invaluable and plays a great role in expanding the brand and creating a multitude of loyal customers who can repay not only with purchases, but also positive opinions sent all over the world. on the internet.
Could the newsletter dissemination turn against the brand if it is carried out improperly?
It is difficult to say unequivocally - you definitely need to maintain a constant, solid substantive level, because the credit of trust granted by the recipient to the brand is actually very fragile and a thin line separates him from simply redirecting e-mails from a given address to the trash. Some kind of elite content of such an electronic newspaper is important - it should not only contain the information that can be found on the website. A rebate code for the reader, special promotions - such practices will certainly build the image of the brand in the eyes of customers as a company that cares about those who give them their money. Newsletter fosters the customer's bond with a given company, which is simply invaluable and plays a great role in expanding the brand and creating a multitude of loyal customers who can repay not only with purchases, but also positive opinions sent all over the world. on the internet.
