Email Branding
January 31st, 2003 | Published in Branding, Email Marketing
Why do some many companies overlook email as a branding tool? I have hundreds of messages in my inbox, sent by individuals at some of the world’s most respected brands. Most don’t use an email template nor utilize consistent signature lines. Worse of all, many don’t even have a signature line.
A company that wants to build their brand with every email send should consider the following action items:
- Have a well-designed email template. The template should be simple and memorable, like print-based letterhead, that reflects the brand’s value without overpowering the message itself.
- Consistent use of the template by everyone in the company.
- Company wide guidelines for template use, such as variations on the template for separate divisions, countries, products, and services.
- A backup template for recipients whose technology can not read HTML-based messages.
- Investment in creating guidelines for email writing; subject lines, font usage, and signatures.
Come on people, it isn’t that hard.
