In the morning, a person plans a route in 2GIS to avoid traffic jams. At work, he generates ideas for posts via GigaChat. During a break, he goes to Sberbank to withdraw money. And in the evening, he orders dinner at Cooper and turns on a TV series on Okko. He may not know that all these brands belong to one company. But Sber is a popular example of an umbrella brand. There are several sub-brands within such a brand.

 They may differ in corporate style and brand voice

 or they may be similar. The same applies to promotion. In the article, we look at one of the promotion options - we tell you how to make mailings for  umbrella Germany Email Database brands. We show ideas for emails that will suit them. Register And try Sendsay for free Your work email Registration What is an umbrella brand? An umbrella brand is a promotional strategy in which a company produces different products and services under one already well-known name.

 The main brand becomes an "umbrella

other sub-brands are united under it. They may differ in specifics, but, as a rule, are connected by a common image. Examples of umbrella brands in Russia: Yandex: Kinopoisk, Yandex Go, Yandex Market, Yandex Maps. "Magnet: "Magnet Cosmetic", "Magnet Delivery", "Magnet Pharmacy", "Magnet Market". Examples of foreign umbrella brands: Nestlе: Nescafе, Maggi, Nestea, KitKat, Purina. Apple: iPad, iPhone, Mac, Apple Watch. If a company has been using the umbrella brand strategy for a long time, has entered the global market and launched more than a dozen brands, then their positioning may differ greatly.

 And when this is in place, it is easier to

launch new brands. What is important for umbrella brands to consider in their newsletters Umbrella brand newsletters are not much different from newsletters in general. It is also important for these companies to segment their audiences in order to send relevant content to each group of subscribers. It is still important to obtain consent for emails, and it is useful to test different topics and frequencies of newsletters.

 But since an umbrella brand often has a common image for its products, there are a few things to consider in your emails. Unify branding. To create the Purchase Email Leads right associations with the company and for customers to recognize all brands under the "umbrella" more often, it is important to coordinate mailings with each other. This does not mean that the letters should be identical in corporate style and brand voice. But if the umbrella brand is actively developing, then a unified image will only help.

 For example, you can use simple language and ask

for the reader's opinion at the end of each letter. In this way, the good reputation of one sub-brand will spread to the others. Umbrella brands don't just promote their individual products - they often focus on promoting the brand as a whole, while non-umbrella brands typically focus on promoting products specifically. Personalize content. Despite the variety of sub-brands, each client likes something specific and unlikely to like everything at once.

 Therefore, it is important to take into account the interests of the audience and create mailings based on them - this way the content will hit the target more accurately and bring in more sales. For example, if a client bought vitamins for pregnant women, you can offer them other products for young mothers. CDP Sendsay has a personalization function for deeper work with the audience . With it, you can automatically insert the name of a specific recipient or information about their bonus account into each letter.