e-mail Marketing to enhance brand awareness

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According to Millward Brown Optimor in May, the total value of the world's most valuable brands in 2012 was 0.4% higher than last year, to $2.4 trillion trillion, equivalent to the fifth French gross domestic product in 2012, where Apple ( Apple has topped the list after last year with a 182.9 billion dollar brand value.

So what is a brand? The Word brand (brand) is derived from the ancient Norwegian text Brandr, meaning "branding", which vividly conveys the meaning of the brand – "Branded!" Brand is a comprehensive, complex concept, it is the trademark, name, packaging, price, history, reputation, symbols, advertising style of the intangible sum. Since the brand is added sum, then there are positive and negative points, in order to achieve the consumer brand comprehensive understanding and is a high positive result, you must go through several steps and procedures: first, the establishment of brand awareness stage; second, the creation of brand reputation stage; At each stage there are a number of specific tasks to be carried out, the lack of any one stage or not operating according to the procedure will lead to the eventual failure of brand building.

Mail Marketing as a marketing tool, can easily lock target customer groups, the control of exposure times, is a tool to promote marketing. Then how can mail marketing participate in brand building will be more effective? The author will make a exposition from three stages of brand construction.

e-mail Marketing to enhance brand awareness

Brand awareness refers to the ability of potential buyers to recognize or remember a particular brand as a product. It involves product identification and brand linkages. Our mail can display the brand information in the sender, the message subject, the message content many times, this is advantageous to enhances the brand awareness.

1. Highlight the brand logo. For example, we can add Comm100 to the name of the sender of the message, the title of the message, and the content of the message to increase the brand exposure.

2. Unified promotion of the brand logo in the mail.

All promotional messages should use a unified brand identity, so that customers continue to deepen brand image.

3. Unified promotion of mail and the external environment of the brand identity.

Here the environment includes physical stores, shops, websites and so on, so that customers can quickly identify the brand, reduce the brand memory time.

e-mail Marketing to enhance the reputation of the brand

Brand reputation is one of the components of brand power, it is the people's goodwill and trust to a certain brand in the market, it is an important part of modern enterprise image shaping. To improve brand reputation there are three magic weapons, namely "awards, events, stories." Enterprises can make these relevant information to promote the promotion of the message to the customer continuously, so that customers can accept the enterprise's positive energy, so as to improve the brand reputation. For example, you can add a company award message to the content.

e-mail Marketing to enhance brand loyalty

Brand loyalty refers to the consumer in the purchase decision, many times show a preference for a brand (but not random) behavioral response. Brand loyalty is a very complex system engineering, but there is no doubt: the brand and the user to maintain a continuous, smooth, interactive communication relationship is to achieve brand loyalty is one of the most effective way. Therefore, in the process of improving brand awareness and reputation, it will increase customer loyalty to the brand.

Brand building is an ongoing process, mail marketing as a promotional tool, by sending customers news, events, history, honors, brand stories, customer testimonials, customer cases, professional knowledge, product promotion and other content of the mail, will effectively enhance these customers on the brand awareness, reputation and loyalty.

About COMM100 (Shanghai full billion Network Technology Co., Ltd.)

COMM100 (www.comm100.cn) is the world's leading customer communication software provider headquartered in Vancouver, Canada. 2010 officially stationed in China. Our products include: Mail marketing solutions, customer service solutions, customer intelligence solutions. At present, the company has 200,000 registered corporate users worldwide, including Intel, Volkswagen, NetEase impressionist, BYD, CCTV TV shopping and litters group.