Tips To Build Your Brand Identity Through Email Marketing


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Email marketing is outdated — this is what many marketers think about it. But it is still in practice and booming as one of the most effective marketing strategies.

Email marketing might have lost its sheen in the glamour of other strategies; it hasn’t lost its charisma yet. We don’t say you should believe us! But you can trust the stats, right? In 2020, there were about 4 billion email users. This number is expected to touch the 4.6 billion mark by 2025.

What does it mean? With the right email marketing plan in place, you can gain more audiences. Then, later on, you can turn them into loyal customers!

Remember, it isn’t an overnight process. It takes time to get the desired results. And we are here to help you build your brand using exemplary email marketing practices. We will discuss actionable steps, tips, and tricks to help you succeed.

But before we get started, let’s understand why brand identity is important.

Every brand out there builds brand identity. It’s because customers are more likely to go with brands that they trust and rely on. So only a brand with a strong brand identity can attract them.

Generally, the brand identity involves displaying consistent content that suits your business goals. A logo design relevant to your business and high-quality brand identity elements can help you leave a good first impression. Once a positive impression is established, customers will recall your brand and become your buyers.

Also, maintaining a reliable brand image builds credibility. Businesses that create and promote through ads, videos, images, and other means gain more impressions. This all leads to making the audience believe that your brand is reputable and they can trust you with their time and money.

Email marketing is one of the many ways to build brand identity. With consistent email marketing campaigns, you can show your audience what your brand is all about and what you have to offer as far as their needs are concerned.

Here is how you can build brand identity through email marketing

Create a strong welcome email for your prospects

Given the fierce competition in the market, you never get a second chance to make a first impression. Your welcome email is the most important weapon to utilize. Make it friendly and show gratitude for having customers on your email list. Keep yourself within the professional boundaries, and see how it works wonders for your business!

Also, make sure your domain name and business name aren’t contradictory. It should align with your brand. Besides, get an email automation tool that simplifies sending welcoming emails as soon as customers sign up.

You definitely don’t want your email to land in the spam folder. So to avoid such things, create emails that obey the CAN-SPAM Act. Under this act you need to:

  • Make sure that you’re creating content for the advertising purpose
  • Add your business contact details for the audience to reach you (you can create an email signature design for the same)
  • Add the unsubscribe option, which is clear and visible
  • Avoid using deceitful or tricky subject lines

You also need to ask for customers’ consent for sending promotional emails.

Generally, making your email engaging allows the customers to expect the same consistency from your brand. For example, if your welcome email is friendly and interactive, customers will find your business worth their time.

They feel more connected to your brand identity if your email tone is consistent across all communications. So choose a format that goes well with your purpose and helps customers connect with your brand.

Redirect your customers to your blog/website

Every website owner creates a dedicated blog page that includes relevant information, tips, and tricks. Such a repository of valuable information proves helpful for the customers. If you also have a dedicated blog, you can use the emails to redirect your readers to it.

A compelling CTA will do the job. You need to use convincing text or words for the CTA to work. Avoid using something that the customers may not find in the blog. Such sneaky things will work contrary to your credibility.

You can use action-related words like “Read Now” or “Download Now.” If needed, you can personalize your CTAs to boost your customers’ trust and excitement.

Customers are more likely to trust a brand when they can easily access its website or blog to find valuable information. So when you address people’s queries, you start building a solid brand image.

But don’t go overboard in doing so. Keep your text short and noticeable.

Limit your sales pitch

A business that doesn’t approach customers to help them but make sales is doomed. Direct sales pitches are obsolete now. Customers don’t like a brand trying to sell them hard than resolving their problem. Such things actually cost you brand image.

So, when you send such an email, focus on resolving people’s problems than making a direct sales pitch. Also, avoid pushy sales emails; otherwise, people will lose interest in your brand. Instead, send emails to people interested in receiving your emails and then streamline your campaign to promote your brand.

Once you start making a positive brand image, customers start trusting you. Later, this turns them into loyal customers.

Personalize your emails

You are about to start an email campaign focused on business growth. Of course, there is nothing wrong with this idea. But to succeed in your strategy, you have to understand that email marketing is all about communicating with your consumers.

Personalization is essential in today’s marketing strategy. It is something customers are inclined to do! Forget about generic email campaigns as they are outdated.

There are many ways to make your emails interactive and entertaining. For example, you can use a customer’s first name. Or address them with “you” to send a sense of personalization. You can do several things to assure your consumers that your brand cares about their opinion and options. For example, when you get their email address, you can ask them what type of content they’d like to receive from your brand. Netflix uses a personalization option to target its customers via all marketing tactics. You can take inspiration from it.

Remember, personalization helps you build an emotional connection with your customers. This enhances the conversion and referral rates.

Create short and relevant emails

At present, most people check their emails on the go. So, creating short and crisp emails is important.

Instead of sending plain text emails, try including your company’s custom logo and other visuals. Text-based emails have an opening rate of 20%, while graphic-based emails have a 27% opening rate.

It is important to understand that generic text can significantly turn off the customers. Therefore, you have to think outside the box and come up with a contemporary layout to seek customers’ attention.

Even if you choose text-based email formats, make sure your content is crisp, concise, and engaging. Deliver value with every email and see how it turns into a lead generation machine. Most customers don’t have time to read long emails. So, create to-the-point emails that are easy to read.

A short email with a bit of personalization works on every front and builds a value-centric identity for your brand.


Email marketing work as an effective strategy to pique consumers’ interest, promote the brand, and generate leads. Whenever you create an email campaign, consider customers’ interests and priorities first.

Create a campaign including the same tone, content, and tools that your target customers prefer. Use earlier mentioned tips to build your brand through effective email marketing.

Alice Jackson
Alice Jackson is a blogger and Digital Marketing Consultant at a crowdsourcing company. She is a social media enthusiast, online market analyst, amateur designer and an avid author. She has written on several topics including social media marketing, content marketing, designing trends, startup strategies, and e-commerce. When not writing, she loves spending her time reading romantic novels.


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