RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.
When you think of emails, does your mind immediately turn to engagement-focused or conversion-driven thoughts?
You’re not alone!
Email marketing can be associated more often with bottom-of-funnel than top-of-funnel, and using email as an awareness channel typically isn’t on anyone’s radar for that very reason.
We’ve all spent so much time talking about what email marketing isn’t that we might’ve forgotten all of the things that it is.
So, without further faff, let’s talk about the untapped email opportunity: awareness.
The best way to think of your emails is as ad slots in the inbox!
The biggest benefit and opportunity of emails is that they build recall, trust, and familiarity, even without any clicks.
It’s this process that starts audiences on the path to remembering you, recognising you, and associating you with a specific type or style of expertise/value.
Think of it this way: Even if only 30% of your newsletter subscribers open your email, 100% still see it in their inbox.
This is cumulative, too. Over time, that repetition builds recognition, which is a massive awareness play for brands and personal brands.
TL;DR: Your emails are building brand recognition even if they aren’t getting clicked.
Awareness is great, but what it isn’t is a license to spam your audience in the name of building brand awareness.
Engagement fuels deliverability; if you only chase visibility without interaction, you’ll crash your email channel.
Inbox providers (Gmail, Outlook, etc) track:
Keep in mind that low engagement means a low reputation, which means that your emails will stop reaching inboxes.
So, you know, focusing too much on awareness will literally stop you from achieving anything because you won’t be in anybody’s inbox. Oops.
Don’t mistake visibility for permission.
Now that we know why awareness is an important factor (not the only factor) in your email marketing strategy, how can you start to shape email as a top-of-funnel channel?
Here’s how to walk the line between building awareness and keeping engagement strong:
We can help you to turn your emails into a powerful visibility asset for your brand - book a consultation with Beth to find out more about how we can help!
RE:markable is the weekly email about emails. Dropping the latest email marketing news, updates, insights, free resources, upcoming masterclasses, webinars, and of course, a little inbox mischief.