To determine the existing brand equity is an important element for the successful email marketing. One cost effective way of determining brand equity is heatmapping. In this process few numbers of readers are exposed to an inbox containing multiple messages to study how long they spend, looking at your contents to determine whether they are interested in your brand. The results are aggregated, and a heatmap is created, clearly showing areas of influences. If your company name has strong brand equity, then regardless of the types of messages in an inbox, the name of your company consistently gets attention. Well known company names generate strong brand equity in their target sector.
What to Do When Your Brand Equity is Low
If your brand equity is low, it's most likely for one of two reasons:
• Your company is new and does not have an established brand.
• Your brand carries a sense of low value/trust.
If your company is a new player in an existing field or a new player introducing new concept to the world, it has an interesting challenge to acquire strong brand equity. For this you will need to focus on establishing brand equity and a connection when people are opting in to your email programs, that is on the web page where someone is about to provide an email address, you should clearly show the options for email types they have and the frequency of those messages; this will help rebuild trust and credibility. Following up with a welcome email that clearly restates the value proposition for agreeing to receive the emails and the expected frequency will also help increase response.
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