Cheyenne Ng
Think about your favorite brands. Why do you like them so much? I would wager that the brands you love the most go beyond just having great products. They probably give you great experiences as well; they might even market a lifestyle. These types of brands use an immersive brand experience to create a culture in which their customer can participate.
Creating superior customer interactions is an effective way for brands to attract and maintain a loyal following. A Walker study found that by the end of 2020, customer experience will surpass price and product as the key brand differentiator. Think about lifestyle brands like Nike: Nike sells a way of life, not just athletic wear. Their customers buy Nike products because they align with their lifestyle, brand values, and the experience they provide
It's time to invest in your customer experience.
The Temkin Group found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within three years upon investing in customer experience. Your customer experience includes every individual interaction your brand has with a person, and it usually starts on the web or in email.
Most marketing and ecommerce departments spend much time curating and crafting our websites to make sure they are in tip-top shape. Your brand's website is one place the brand experience can truly shine. One of the easiest ways to invest in your brand experience is to carry over the hard work from your website to email.
Email marketing is one of the main ways people experience your brand and can be an underutilized part of your marketing. So, it makes sense to dip your toes into an immersive brand experience here. Maintaining consistency across all channels reduces friction and cognitive dissonance with customers. Doing this increases conversion changes and fosters increased loyalty with your audience.
Here are three tips to make your email an immersive brand experience.
1. Make sure your voice and design are consistent from webpage to email.
To create an immersive experience, you will have to use the same design and writing styles in your email as you do your website. You will want to make sure that your graphics match up and use the same fonts throughout your marketing collateral. The tone of voice in your writing will also need to remain consistent.
Tip: Create a brand guideline document that lays out your brand. Include fonts, colors, tone of voice, and other icons approved for your website, emails, and social media.
2. Use your existing website content.
Using your website content within an email is easier than ever as web scraping has become more popular. You can take the content from your website and translate it automatically into your email. Create a seamless and immersive brand experience that matches your site and adds to your brand's overall feel.
Tip: Use web scrape to highlight products and increase your conversions by eliminating cognitive dissonance from email to purchase page.
3. Use deep personalization.
It's no secret that consumers expect a personalized experience these days. 72% of consumers say they only engage with personalized messaging. Marketers understand the need to push the envelope with relevance in our messages. It's also true that an immersive brand experience is useless if your audience doesn't feel as if they are a part of it, so it's essential to make them feel seen and understood in your marketing. You can use any number of demographic or browsing/purchase data to accomplish deep personalization, which pays off. 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them.
Tip: Start by adding personalization to your loyalty emails. Try personalized shopping recommendations or location to get the most out of your loyal audience.
This year is a great time to think about bettering your brand experience and the audience you want to attract. Investing in an immersive brand experience is a necessary step in the right direction for future success.
The good news is that there are lots of tools out there that can help you. Check out Zembula for more information on how web scrape and deep email personalization capabilities can work for you.
Looking to take your brand experience to the next level? Let's get your project started!