Effortlessly Maintain Your Clients’ Brand Standards With Custom-Designed Email Templates

A brand is a powerful tool for agencies and clients alike, providing a framework for how an organization presents itself to the world and interacts with customers. But brands are only useful when they’re consistently used and applied.

Explaining the importance of brand consistency to clients

It’s easy for many agency marketers to grasp. The value of brand consistency, but it’s not always a priority for some clients.

Even if it is, that care and consideration might not extend to email. While email is often recognized as a powerful tool for communications and sales, its importance as part of the brand experience is sometimes overlooked.

If you can sell your clients on the importance of brand consistency in their emails, it’s good business for you, too. If you’re their go-to expert that understands their brand better than anyone, you become much ‘stickier’ and make a stronger case when pitching email to your accounts. Make sure your clients are aware of some of the most important benefits of brand standard enforcement:

Cross-channel consistency has a huge impact on overall performance.


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Research from the Interactive Advertising Taiwan WhatsApp Number List Bureau indicates that consumers viewing a constant message across a variety of channels can improve purchase intent by 90% and brand perception by 68%.

Here’s a great example of leveling up cross-channel marketing to really hammer home a big promotion. Taco Bell is running a campaign featuring a giveaway of the new Xbox console, and making sure the message and branding for the campaign can be seen everywhere. It’s in emails, social posts on the restaurant’s web site…even on its cups (thanks to @RoxieThorne for the picture of the cups).


Improving the all-important customer experience.

The customer experience has evolved to become one of the most important competitive differentiators and factors in consumer decision making. A survey from PwC found customers are willing to pay up to 16% more for a superior experience, and 63% say they’re more willing to share information with brands that can offer great experiences. On the other hand, about one in three will abandon a brand they like if they have a negative experience.

Consistent, cohesive branding is a huge part of delivering a good experience. But inconsistency can be confusing and frustrating, disrupting the customer journey and leading to lost business and loyalty. When it comes to meeting expectations for experiences, companies in most industries have some work to do.

Even a little consistency can go a long way in the inbox.

Emphasize that it’s not a huge effort to incorporate the basics for your brand into an email strategy. Even just the fundamentals—featuring a familiar logo, using on-brand language, and presenting content with the same color scheme, can be enough to make a difference.

We love this simple, powerful example from Insomnia Cookies. The cookie delivery and pickup service makes sure a mobile-friendly version of its logo appears in the email client. And just like Pavlov’s dogs, it gets customers’ mouths watering every time they see. It even before they read the subject line or open the email. Small adjustment, powerful result.


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