Devoted to online marketing, viral marketing, and web marketing

While many have taken up the mantra that branding is dead, many companies, behind the scenes, have continued to quietly build up their brands to their customers and potential customers.

One area that a lot of companies and individual marketers miss out on is in branding in their email campaigns. Most people that send out email campaigns do it to offer a product or service or discounts on items through coupons etc.

I think we'll start to see more people understanding that branding is still a powerful, needed strategy that is neglected wrongly; especially in email campaigns. I think one of the reasons it's neglected is the difficulty in measuring results. Sure, you can get the open rates and other metrics, but you can't measure impact it the regular sense of the word. Branding looks at the long-term rather than the short-term; something emailers usually don't think in terms of.

What sometimes isn't understood is that those that invite you to email them may be some of your best fans out there, and to only use them to pummel with offers and discounts, as many marketers advise, is a mistake. Now don't get me wrong, there's money to be made by using the selling tactic over and over again, but it doesn't mean that you're building up a brand, it just means you're making a quick sale.

Email can be used for far more than sales, as it is a great way to reach people on a much more intimate and focused level. If they're opening the email, they're already going to spend more time on it than a passing look on the Internet of TV. It's also a great way to enlist viral campaigns with building brand awareness to brand advocacy through the easy means of forwarding that's part of the email experience.

There are many ways to connect with customers to brand, this post is just a call to consider the power of email and what it can offer for opportunities to brand and experiment to see what can work on even larger, wider levels. Don't underestimate branding through emails, it's a fantastic opportunity for building long-term customer relationships.