How to Keep Your Brand in Customers' Minds
Created on 4 July, 2024 • Marketing & Business Communication • 87 views • 4 minutes read
In the rapidly advancing digital era, email marketing isn't a new concept. However, many entrepreneurs are still not fully harnessing the potential of this strategy.
How to Keep Your Brand in Customers' Minds
In the rapidly advancing digital era, email marketing isn't a new concept. However, many entrepreneurs are still not fully harnessing the potential of this strategy.
This article will discuss why email marketing remains relevant and how we can build mental availability through market penetration using email marketing.
Table of Contents
- Principles of Mental Availability and Market Penetration
- Why Loyalty Shouldn't Be the Main Focus
- Case Studies: Marjan and Mixue
- Why Email Marketing is Important
- Using Email Marketing to Build Mental Availability
- Effective Email Marketing Strategies
- Practical Example: Local Clothing Brand
- Conclusion
- Start Using KIRIM.EMAIL Now
Principles of Mental Availability and Market Penetration
To get on the same page, let's discuss what Mental Availability and Market Penetration are. According to Byron Sharp's book "How Brands Grow," these principles are crucial for brand growth :
- Mental Availability: This refers to how well a brand is known and how easily it can be recalled by consumers. Increasing mental availability means ensuring your brand is top of mind when customers are ready to purchase.
- Market Penetration: This involves increasing the number of customers. Sharp emphasizes that brand growth mainly comes from new customers (light buyers) rather than loyal customers (heavy buyers).
Why Loyalty Shouldn't Be the Main Focus
Customer loyalty is often seen as the ultimate goal in marketing. However, from a different perspective, loyalty is a natural result of a positive brand and product experience. Here’s why loyalty shouldn’t be the primary focus but a natural outcome:
- Satisfying Customer Experience: Satisfied customers are likely to return, creating an emotional bond with the brand.
- Consistent Product Quality: Consistency builds trust, which is the foundation of long-term loyalty.
- Word-of-Mouth Influence: Happy customers will talk positively about your brand, expanding your reach.
- Cost Efficiency: Retaining existing customers is more cost-effective than acquiring new ones.
- Personal Experience: Understanding customer needs and preferences strengthens the bond and ensures loyalty
Instead of focusing solely on loyalty, aim to enhance the positive experience for all customers. Loyalty will naturally follow.
Case Studies: Marjan and Mixue
Let's delve into how these two brands have built their mental availability in customers' minds:
- Marjan: Known for their syrup, Marjan has become synonymous with Ramadan. By advertising exclusively during this period, they’ve reinforced their connection with this holy month. Customers naturally associate Marjan with breaking their fast.
- Mixue: This budget-friendly ice cream and bubble tea brand has gone viral in Indonesia. By offering affordable products, Mixue has captured the attention of young people and expanded its market by targeting light buyers and non-consumers. Their success in mental availability is attributed to their wide-reaching marketing strategies, including digital channels and possibly email marketing.
Why Email Marketing is Important
- Personalized Content: Email allows us to send tailored messages to customers based on their needs and preferences.
- Gathering Feedback: Use emails to collect customer feedback through surveys or review links.
- Boosting Sales: Strengthen customer relationships and encourage purchases.
- Measuring Success: Track metrics such as open rates, clicks, and conversions.
Using Email Marketing to Build Mental Availability
By leveraging email marketing, we can:
- Send relevant content: Personalize emails with customer names and tailored content.
- Remind customers: Regular emails can strengthen the customer relationship.
- Measure success: Track email metrics to gauge campaign effectiveness.
Effective Email Marketing Strategies
Here are some strategies to effectively penetrate the market using email marketing:
- Customer Segmentation: Understand your audience by segmenting based on behavior, demographics, and interests.
- Personalized Content: Use customer names and tailor content to their preferences.
- Sending Frequency: Avoid sending emails too frequently. Find the right balance and timing.
- Engaging Subject Lines: Create compelling and relevant subject lines to increase open rates.
- Clear Call to Action (CTA): Each email should have a clear CTA, whether it’s visiting your website, filling out a survey, or making a purchase.
Practical Example: Local Clothing Brand
Let’s consider a local clothing brand wanting to expand its market share. Here’s how email marketing could help:
- Segmentation: Group customers by clothing preferences (casual, formal, sporty).
- Personalization: Use customer names and offer relevant products.
- Regular Updates: Send routine emails about new products.
- Compelling Subject Lines: “New Outfits for Eid? Don’t Miss Out!”
- Effective CTA: Encourage customers to check out new collections on the website.
Conclusion
Building brand mental availability requires aggressive market penetration to attract as many light buyers as possible. Rather than being selective about marketing channels, use all available channels and evaluate them regularly.
Email marketing, despite being one of the oldest marketing channels, still offers one of the highest returns on ad spend (ROAS). By turning light buyers or even leads into loyal customers through good experiences and consistent communication, email marketing can be a powerful tool.
Consider integrating email marketing into your strategy, especially with platforms like KIRIM.EMAIL, which offer features such as:
- Integration with Meta Ads
- Integration with Google Ads
- Integration with thousands of apps through Zapier
- Integration with WordPress
- And other advanced features
Start using email marketing now to enhance your brand's mental availability and market penetration.