Email Marketing Identity Crisis? Tips to Stop Your Panic and Find Your Voice

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Have you ever read an email and literally laughed-out-loud because the content was that funny? There’s something beautiful about a seemingly run-of-the-mill promotional email that has a distinctive voice and draws its audience in, inspiring an emotional connection with the brand, ultimately leading to a relationship that results in long-term loyalty and sales.

Let’s face it, though –email marketers are consistently swimming upstream to stand out against competitors with truly interesting and unique content that creates a bond between brand and target audience. So how can you create that unique voice and personality…and more importantly, does it really matter? My answer is a resounding yes! Here are a few tips to help you find and develop your brand’s identity.

Take Note of Trends

You’ve been living under a rock if you haven’t seen the swell of brands that have adopted a quirky, unique voice to stand out and promote their products, and perhaps underground if you haven’t taken note of the immense success this type of personality has provided. Take Groupon, for example – their unique approach to copywriting turned heads, and ultimately took them to the next level as the preeminent deal site. The tell tale sign of success is that their style is now being successfully copied by other companies and competitors—imitation is the best form of flattery, right?

So what does this say? You have to be Groupon to catch attention? No, you don’t, but you should be creating connection points between your company and your target audience by leveraging new trends through emails, social networking, blogging, and customer service interactions. Rome wasn’t built in a day, and neither is your brand personality. However, with time, consistency and relevant news or trends, you’ll find customers will positively relate back to you, as a company.

Strategize Socially

Integrating social media with email marketing strategy is the norm these days – and it’s a critical part of driving traffic to your site, directly impacting your sales. With that said, it’s important to strategically incorporate social with email marketing. Both aspects of your overall marketing strategy should incorporate your brand’s voice, while keeping in mind that content is king.

There’s a reason you don’t see many deals shared via Facebook or Twitter – it looks like spam. Instead, provide unique content that is interesting for your customers to read—that’s what they’re looking to share! Successful and strategic marketing teams will regularly provide fun or interesting email content that is easily shareable through social channels. This will push the brand top of mind despite flashy sales, while still successfully encouraging their audience to buy a product or service without thinking twice.

Is it deceptive mind control? Not exactly. Leveraging your voice via social channels will only help develop customer loyalty, drumming up interest from existing customers while also piquing the interest of new ones – it’s a win-win. Truly interesting and relatable content will be shared on social networks – not the boring, spam-like flash deals.

Own it!

Once you’ve developed your personality (and voice), stick to it. This means staying consistent in how you provide your own company’s news, as well as how you interact with your customer community across all channels. The beauty of creating a consistent (and relatable) brand voice means you don’t always have to be selling to generate interest and maintain customer interaction – these things will come naturally, and will result in increased click-through and open rates, and perhaps most importantly, sales.

So what’s the bottom line here? Creating a truly unique and consistent brand personality and weaving it into your marketing strategy will inevitably translate to increased revenue and long-term customer loyalty.

  This article was written for Business 2 Community by Jay Leonard.
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Author: Jay Leonard

Jay is a UK-based cryptocurrency expert, specialising in fundamental analysis and medium to long term investments. Jay has a great deal of hands-on experience in analysing financial markets and performing technical analysis. Jay is currently focusing on the institutional adoption of cryptocurrency and what it means for the future of

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