How to Match Your Marketing E-Mails to Your Brand - dummies

How to Match Your Marketing E-Mails to Your Brand

By John Arnold

Branding your marketing e-mails helps your audience to immediately recognize and differentiate your e-mails from the unfamiliar e-mails they receive. Keeping your e-mail branding consistent over time allows your recipients to become familiar with you and your e-mails as they receive multiple e-mails from you.

All your business communications should contain consistent branding elements, and your e-mails are no exception. Matching every e-mail to your brand gives your audience confidence and makes your business more memorable every time your audience clicks to access your website or walks into your store and sees the same branding elements.

Design your e-mails to match your brand by

  • Including your logo. Position your logo in the upper left or top center of your e-mail where readers are most likely to see it.

    Using a company logo along with identifiable design elements brands your e-mail and reinforces your company’s image.

  • Echoing your logo colors. If your logo has multiple colors, pull the colors from your logo and use them for the borders, backgrounds, and fonts in your e-mails. If your logo uses only one color, you can use a graphic design program to create a palette of colors that work well with the color in your logo.

  • Using the colors from your website. When readers click from your e-mail to your website, they may hesitate if your website looks different from your e-mail. Design your e-mails using the colors in your website to give visitors a feel of familiarity. For example, if your website uses a gray background with black text, use the same colors for those elements in your e-mails.

  • Matching website offers. If your e-mail includes an offer with a specific design, use the same design elements on your website, especially if you’re directing people to your website to complete a purchase or to read more information about the offer in your e-mail.

  • Being consistent across all media. If you’re posting to social media, sending direct mail, or printing ads to follow up or reinforce your e-mail messages, make sure that those communications match the branding in your e-mails.

  • Choosing fonts that match your brand in your e-mails. Consistent fonts add to the overall look and feel of your e-mails as well as adding emotion behind the text. Keep your fonts consistent in all your communications and use the same fonts for similar visual anchors. For example, if your e-mail contains three articles with three headlines in one column, use the same font for each headline in the column.

    Stick with two or three different fonts in each e-mail to avoid heaping visual distractions on your audience.

  • Making sure your e-mails reflect your business’ personality. Design elements that match your brand can still spell a mismatch with your brand if your e-mails aren’t written with your business’ personality in mind. Show your e-mails to a few trustworthy friends or advisors and ask them to tell you whether your writing style is a good match for your image. If you aren’t a good writer, consider using a copywriter to help you maintain your image using the text of your articles and offers. Tell your copywriter whether you want the text in your e-mail to make your business seem

    • Serious or humorous

    • Professional or casual

    • Formal or friendly

    • Exclusive or universal

    • Urgent or customary

    • Insistent or politely persuasive