Hey, real talk — when was the last time you actually clicked on a company's "Who We Are" (WWA) page? I'll bet it's been a while.
For most brands, that page is like the last kid picked for dodgeball: shoved off to the far right corner of the menu, all dusty and lonely. Some folks even hide it so well, it might as well be a secret handshake.
But here's the kicker: in email marketing, your brand character isn't just a nice-to-have — it's the secret sauce that turns casual browsers into loyal subscribers. Your subscribers need to know what you stand for. And no, you can't just slap a "We're friendly!" banner on your site and call it a day.
The Problem: "Who We Are" Pages Are Boring (And That's Killing Your Email Game)
Look, your WWA page is usually where brands play it safe. They tuck it away like it's a snooze fest or a boring legal contract. Meanwhile, your competitors might be bragging about their "company culture" with cheesy stock photos and buzzwords that belong in a corporate bingo game.
Spoiler alert: that's not how you build relationships. Your brand character in email marketing is your personality's megaphone. It's how you say, "Hey, I'm not just another faceless bot — I'm your friend who gets you."
So, How Do You Actually Show Your Brand Character? (Hint: Actions Speak Louder Than Words)
1) Be Friendly — Like Really Friendly
Saying "We're friendly" on your WWA page is like telling everyone you're funny without cracking a joke — all stone-faced like. Instead, be genuinely warm in your emails. Use your subscriber's first name (hello, personalisation —my BFF) — none of that cp;d "Dear Customer" nonsense. Talk like a human, not a corporation. Your emails should feel like a chat over coffee, not a corporate memo.
2) Build TRust Without Begging For It
Trust isn't something you can slap on with a "We're trustworthy" sticker. It's earned. Show honesty in product descriptions. If there are limitations or caveats, share them upfront — your subscribers will respect your transparency. Include testimonials, real stories, or even the occasional "oops, we messed up" moment. Authenticity is the new black.
3) Flaunt Your Expertise (Without Being a Know-It-All)
You're good at what you do — now let your subscribers in on the secret. Share insider tips, deep-dive blog links, or nerd out with a helpful technical newsletter. When you show you really know your stuff, people start seeing you as the go-to expert, not just some sales pitch.
4) Be Approachable — Like, Actually, Approachable
Saying "We're approachable" and then hiding your contact info? That's like throwing a party and forgetting to give out the address. Make sure your phone number, email, or live chat are front and centre. Answer promptly. Nothing says "I care" like a human voice on the other end of the line.
The Magic Ingredient: Consistency
You don't have to shout your brand values from the rooftops every day — just live them. If your brand is genuinely friendly, trustworthy, expert, and approachable, your subscribers will feel it. Your emails become a trusted handshake, not a cold call.
So, What's The Takeaway?
Your brand character is the heart and soul of your email marketing. If you want subscribers to stick around (and click those buttons), don't just tell them who you are — show them, every time you hit send.
Because here's the truth: your subscribers don't just want emails. They want connection. And that starts with a brand character they can believe in.
Want to nail your email marketing brand character?
Start by asking yourself: Am I being as human and honest as possible? Then go be that friend in your subscriber's inbox — the one they actually look forward to hearing from.
P.S. If your WWA page still lives in the digital loft, maybe it's time to dust it off and give it a glow-up. Your email list will thank you.
