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Blog post By Paula Chiocchi on 2019-07-17
These days, what a brand stands for is just as important as what its products or services can do. In our experience working with clients over the years, we’ve seen many companies communicate their values well, but there are others that seemingly miss the mark, come across as insincere, or are not aligned with their target audience.
Email vendor Mailjet reports that values-driven email campaigns are on the rise, linking to a range of topics such as sustainability, inclusion, innovation and privacy. In evaluating various subject lines sent to over 75,000 marketers in the U.S. and U.K., Mailjet found that 29% opened emails pertaining to sustainability as a core brand value and 27% opened emails pertaining to celebrating inclusivity, indicating strong interest in both causes. The reason is simple: people today prefer to do business with brands whose values are similar to theirs, which translates into trust.
Mailjet’s insights align with what we at OMI have seen in developing thousands of campaigns for our clients. While communicating core values can be a tricky or subjective, here are six tips for getting it right:
Brand ethics are growing in importance as a part of communicating your company’s story, value and place in the world. Doing it well and aligning your values with those of your customers will pave the way to greater brand loyalty over the long haul. One last piece of advice: before you jump in, give it a lot of thought and be sure to get feedback and test your messaging with a cross-section of your employees and even your customers.
Is there a brand whose values you really admire?
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.
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