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Finding Your Brand’s Voice in the Inbox

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More brands than ever before are using email marketing to reach out to customers around the globe – this is no big secret. However, just because awareness of this powerful tool is on the rise, that doesn’t mean that every brand walking down this path comes off with a distinct and memorable voice. To ensure that your brand’s style and tone stand out, let’s spend some time talking about the best ways to find your voice when creating content for your upcoming email marketing campaign.

Don’t Assume You Already Have a Good Grasp on This Process

In his look at finding your brand’s voice and generating unique inbox content, Business 2 Community’s Arek Estall points out that doing things “the way you’ve always done it” is one of the most dangerous mindsets an organization can rely upon during the content development phase. Yes, leveraging consistent themes and approaches from the past can be helpful – especially if you’ve already spent some time thinking about your content style and tone – but failing to explore new ground and try out new methods is a quick way to end up as a dull and unexciting option to your target consumers.

Build a Plan for Optimization

Once you’ve kicked the concept of “resting on your laurels” out the front door, Estall explains that it’s time to come up with a strong plan for your branded voice. How would you describe your company’s principles, brand values, and mission? Are these things that translate well to the inbox, or do you need to support this medium with content that goes beyond basic text and imagery?

Asking these questions isn’t easy; in fact, if you’re new to the process, this whole ordeal can be a little time consuming. However, by hashing out the overarching direction of your email content campaign, you and your team of marketing experts can then start filling in the details with content ideas and writing styles that support the chosen tone and image.

Create a Style Guide

If all of this feels like it’s too much to handle in just one sitting, Anne Marie Kelly of MarketingProfs suggests creating a style guide based on your findings during the planning phase. This document should seek to answer both technical and content direction-oriented questions, as well as serve as a guideline for specific style decisions.

Think of it this way: Should you find yourself wondering how to phrase a promotional message, or whether or not a topic is acceptable based on what you know about your audience, the content style guide should step into this situation and serve as a spotlight that points your brand in the right direction. At the very least, this type of guide can help ensure that you feel comfortable with a new approach to content by operating as a tool that was created via data-driven thinking and consumer insight.

Don’t Be Afraid to Audit

Kelly goes on to note that whether you use a style guide or keep the process a little more fluid, it never hurts to regularly audit your content and general take on your brand’s inbox voice. Depending on your target audience, the type of content that these people need and crave can change from time to time, so it’s okay to take things back to the drawing board if necessary. After all, isn’t staying proactive on this front a better call than ending up with dated or useless offerings in the inbox?

There’s always the chance that the audit comes back with no changes needed – which is definitely the optimal outcome. However, if and when the time comes for a change in your content voice or orientation, you’ll be glad you took the initiative and conducted a thorough and objective audit.

Communication Is Key

Finally, if you have any questions about which direction you should take your branded voice, don’t be afraid to reach out to a trusted team of email marketing professionals. As Kelly and countless other industry thought leaders explain, having this kind of professional experience on your side can go a long way. Whether you’re new to the market, or just looking to bounce some ideas off of a seasoned expert, this support system ensures that your brand has what it needs to truly stand up and let its voice shine in the inbox. Considering how important it is to be heard on this platform, it makes perfect sense to get your brand’s voice in order as soon as possible.

About Victor Green

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