Make Yourself Memorable: Branding Your Email Campaign

Dr. Jeffrey Lant popularized the rule of seven for advertisers: It takes seven interactions with your brand for a customer to remember you and make a purchase.

It’s easy to adapt this principle to your email marketing by branding your campaign. Every interaction you have with your email subscribers should stay consistent with the rest of your online presence to reinforce your brand identity.

Let me introduce email marketing’s rule of 6 – the six places where your branding can shine through in your campaign!

Thank You Pages

The thank you page, where new subscribers land when they sign up to your list, is your campaign’s launch pad before landing in the inbox. It’s easy to use a default thank you page, but your customers get a more consistent experience when you take the time to design your own.

Keep your thank you page design consistent with the rest of your site by using the same colors, fonts and your company logo. Using the default page that AWeber provides is fine, but designing a page that stays true to your brand is better.



Click image to see in full

Whole Foods designed their thank you page to look just like the rest of their site, right down to the fonts and link colors. A thank you page that’s in line with the rest of your site design presents your brand cohesively from the start.

Sender, Subject, Snippet

Your customers need to recognize you the moment you show up in the inbox. Cover all your bases with the 3 S’s: sender name, subject line and snippet.

Establish your brand in the inbox from the start by using your company name as your sender or “from” name. That way, subscribers will know exactly who they’re interacting with before they even open your message.

Brand your subject line with either your company’s name or the name of your newsletter. Lonny Magazine brands their subject lines with their name:

…while Yoga Journal takes the second approach with their company name as the sender and the subject line reflecting their newsletter.

The third “S” is your snippet, the first line of text that shows up in the inbox preview right after your subject line in some email clients. This email from online retailer Giggle demonstrates how the snippet text looks in Gmail:

Giggle takes the snippet opportunity to include their brand name, tag line and additional information about the message content. Use your snippet to brand your message similarly and always keep it consistent.

Message Body

There are plenty of considerations when it comes to branding the message itself. Your template, your logo and the font you choose can all create a strong representation of your company in the inbox.

Livingsocial plays up these elements in their daily deal emails:



Click image to see in full

Livingsocial’s branding makes their emails unmistakeable:

Keep the same considerations in mind when choosing or designing your email template. If you choose a pre-made template, select one that reflects the theme of your web site or a color scheme that complements your logo. The more consistently your company presents itself online, the better your customers will recognize and trust you.

Unsubscribe Page

Customers appreciate a company that pays attention to details. Carry your branding through to the last campaign detail – your unsubscribe page.

An unbranded unsubscribe page feels jarring and impersonal. Imagine clicking through a designed and branded email and landing on an unsubscribe page that looks like this:

Where was I again? Whose emails am I opting out of? Which company is this? I’m a little lost.

But when I unsubscribe from Copyblogger’s campaign, I get a clear reminder about who I’m dealing with:



…plus the content I’m opting out of. The simple addition of the logo and reference to the email content provide a better customer service experience and a good reflection of their brand.

If you’re using AWeber, you can add your logo and descriptions of your mailing lists with the “Personalize Your List” option on the “List Settings” page. Upload your logo in the “Company Branding” section. We’ll host your logo and add it to your unsubscribe page for you.

Take advice from Copyblogger’s unsubscribe page by uploading your logo and including a clear description of the list your customers are unsubscribing from. They’re a customer of ours, so if you use AWeber, your additions will look similar to this example.

Sure, you don’t want them to leave. But let them leave on a good note with the extra step of branding your unsubscribe page if they’re leaving anyway.

Take It Further

Have you seen any A+ examples of email campaign branding in your own inbox? How do you approach branding your own campaign? Where do you see some room for improvement?

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13 Comments

  1. Some great tips and a timely reminder of what I have been meaning to do for a long time, namely get a template for my newsletter that matches my site and includes a Facebook and Twitter share button.

    11/8/2011 11:04 am
  2. Joshua Cary

    Love the examples here.

    Your link to the snippets page is broken :(

    http://www.aweber.com/blog/email-marketing/do-you-use-snippets-for-more-opens

    11/8/2011 12:28 pm
  3. Thanks for the heads up, Joshua! The link is fixed now. :)

    11/8/2011 1:03 pm
  4. Thanks for clarifying this and showing us how to tie it all together! I can and will really use this!

    11/8/2011 1:39 pm
  5. Pretty good points you raised in this post! I studied advertising back in college and this is one of my subject. Branding is important because it is your advantage to your competitor. It is you, introducing who you are as a brand to your consumers. Then the next goal is making them familiar of who you are! In a typical brand awareness goal, you want your brand to be on the top of the mind when they buy products or avail services related to your brand.

    11/8/2011 4:57 pm
  6. I like the bit about branding your unsubscribe page. It’s not hard to do and it may just get your subscriber to change their mind (assuming you’ve branded yourself well in other places).

    11/10/2011 2:31 am
  7. HUGE on branding throughout marketing. You do it for everything else – why wouldn’t you do it for your web correspondence as well?

    11/10/2011 2:13 pm
  8. Articles like this are one of the many reasons I love Aweber! This is great because we all know branding is important, so you spend just a little time setting up why it’s important and then give simple ways to do it in your email campaigns. Thanks!

    11/21/2011 3:08 pm
  9. Branding is important, as everyone knows. Thank you for the example of the unsubscribe page. At first I thought, why? But upon further thought I feel that the attention to detail that leads you to brand your unsubscribe page will carry over into more important pages/correspondence and ultimately pay off.

    11/27/2011 1:39 pm
  10. Scott

    Excellent info here! It does make me want to ask, though, if Aweber will consider upgrading its email template system. I strongly prefer Aweber because of its analytics, support, and ease of web-form creation; however, compared to some of your competitors, the templates have a real “90s” kind of look to them.

    But if anyone has any suggestions about how to get some hip looking email templates, I’m all ears. :)

    12/11/2011 10:19 pm
  11. Hi Scott,

    Some of the templates in our system are a little older, but our designers are always working on newer, better ones. They’re open to requests, too! If you have a certain design in mind, let us know and we’ll pass your request on to our design team.

    12/12/2011 10:00 am
  12. Rebekah, thank you for these concrete examples of how to include my brand in the subject line as well. I never thought of that!

    2/1/2012 3:12 pm

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