Brand goes beyond just look and feel. Three non-graphical factorsthat belong in every e-mail style guide.
Previous columns have discussed how customer service reps carry a company's brand to its customers in a very direct way and how this one-on-one brand transfer carries a lot more weight than the mass-produced efforts of the brand marketing staff.
This one-on-one brand effect is equally strong in email. I thought this was obvious. Many companies spend a lot of money creating the right look and feel for their email. Generally, these email templates reflect the look and feel of the site or company in question. But brand is more than just look and feel.
Brand is also about voice, style, language, humor, attitude, degree of familiarity, and class. Unfortunately, many brand managers come from advertising, not online interaction. Therefore, the rules they're used to creating to manage their brands (e.g., how big copy on a magazine ad can be or how far the logo can be from the tagline) aren't inclusive of these other ideas.
A template is just a beginning.
Several clients have hired us to assess of their email marketing strategies and their Web site's user experience. As part of our project research, we typically receive the style guides these companies use as the creative guides for generating email or Web pages. No style guide we've seen so far includes any non-graphically oriented guidelines whatsoever. Often, these other variables are left up to whoever writes the email that week, which can often change erratically.
Rules surrounding these variables may also be (purposefully) different, depending on target segments. A sports company may speak in a very different way to extreme sport enthusiasts than it would to golfers. If you're not sure what the right rules to set for these variables are, run tests! You'll find response rates to your email can change dramatically based on segments, as well as the proper (or improper) use of voice, class, humor, personality, and other factors.
Here's a short list of non-graphical factors that can dramatically affect an email campaign's ability to carry a brand. All should be in your style guide:
These are just a few non-graphical factors that carry a brand across channels online and in email. Test these variables in your email campaigns and see which succeed for your brand and target segments. Then record them in your style guide so all your email messages have a consistent (and fully fleshed out) brand.
Finally, check all your email, not just the ones your department creates, for brand consistency. These include autoresponders ("Thanks for registering"); your backend email ("Your order has been received"); marketing email ("This week's specials"); and service email ("We will be closed for renovations today"). Only after you've examined email from all sources in your company will you actually have a consistent brand.
Until next time...
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
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Jack Aaronson, CEO of The Aaronson Group and corporate lecturer, is a sought-after expert on enhanced user experiences, customer conversion, retention, and loyalty. If only a small percentage of people who arrive at your home page transact with your company (and even fewer return to transact again), Jack and his company can help. He also publishes a newsletter about multichannel marketing, personalization, user experience, and other related issues. He has keynoted most major marketing conferences around the world and regularly speaks at Shop.org and other major industry shows. You can learn more about Jack through his LinkedIn profile.
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December 9, 2014
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