In today’s communication landscape, it’s increasingly common to market to your customers across multiple channels (i.e. email, website, retail store, SMS, etc).

While each channel presents it’s own unique challenges, there are certain factors that apply to all channels. Brand Synergy is one of the most important factors. You want your recipients to experience seamless recognition of your brand across all media. This brand recognition plays a key role in developing subscriber trust, particularly in email.

When your subscribers receive an email message from you, the first thing they look at is the “from name.” According to the Email Sender and Provider Coalition, 73% of subscribers click “Report Spam” or “Report Junk” based on the content in the from field. Having a clear and recognizable “from name” helps convince your subscribers to open your email. 

Once they click on the email to view the contents, you want subscribers to easily identify your brand. Immediate corporate identification in the email helps your recipients trust to engage and transact with your message. You can maximize this recognition by positioning your brand logo in the upper left hand corner of your email, where it is most likely to display in the preview pane.

You can also generate brand synergy through the use of color, imagery, and font treatments that sync up with your other marketing channels. Most emails push subscribers to your website, so you want this to be a seamless experience. That isn’t to say that your email needs to look exactly like your website, but they should look like they come from the same parents. The same goes for offline marketing channels – like direct mail or retail stores – as well. 

At the end of the day, your customers see your brand as one entity. They don’t differentiate between a retail store and your website and view them separately. Regardless of how they’re interacting with your company, your brand should speak with one voice. Having a cohesive brand experience will increase your customer’s recognition and trust. At the end of the day it is that trust that ultimately determines whether or not they interact with your email program.

Tim Siukola
Senior Email Marketing Designer