Different industries have different priorities. When it comes to representing your brand online, you need to be aware of your industry’s trends, as well as your own brand personality.

TL;DR You need to look like you, but you also need to match up with your industry.

Understand (and Meet) Subscriber and Industry Expectations

In our decades of marketing across various industries, we’ve seen those that put emphasis on speed to market, others that prioritize customer cost savings, and some that are all about high quality over all other considerations. For your own brand, it’s important to determine the factors and qualities that truly represent what you do best, as well as what your customers are seeking from you, and what they see when they look at your competitors. 

Your email program (and all your digital marketing) should speak to those values and qualities, not only in word but also in overall presentation. Email is the most personal digital marketing tool you have, it is after all, a one-to-one conversation in the inbox of your subscriber. So how you appear in email says a lot about how your subscriber will perceive your brand. 

For a successful program, make sure that your emails are consistent, clear and represent your brand values. Whether you position yourself as a thought leader, a convenient opportunity, white-gloved service, or the ultimate in cost savings, make sure your campaigns make you appear to your subscribers and your industry in a way that will drive them to reach out and engage. 

If you want to level up your email program to get better results, an audit can be a useful tool to discover where you’re doing well and where you’re falling short. We offer high quality, effective audits with reporting that will help you take the next steps.  

Our Basic Email Audit will provide you with 28 data points to measure against your goals. Learn more about our audits or sign up for yours today.