Branding and Email Layout
You need to pay attention to the way your emails look because your audience pays attention to the design choices you make.
The first rule of email design is that your email designs must be a good match with your other marketing media, for example; when somebody looks your website and signs up for your email list, they might not recognise your emails if they totally look different from your site.
To make sure there is a good match between your email designs and your other marketing design, you may follow these guidelines:
- put your logo in all your emails.
- Use colours that match your logo for backgrounds borders and set a promotion that suggests the use of colours outside your brand such as running the following promotion with good colour.
Make sure to work with the promotional colours into your brand instead of replacing your brand with the promotion. Also, use the same type of images on all your emails; for example, there’s a big difference between the lookup of stock photography and the look of graphics and clipart. Choose the image type that fits the personality of your business and then stick to it.
When choosing email designs, it’s important to brand each type of email format consistently; for example, make sure your email newsletter looks similar but not identical to your email promotions that way people recognise your brand and the purpose of each email. One of the best ways to ensure brand consistency with all your emails is to design your emails based on similar looking email templates.
Laying out your content in an email, usually requires building tables in HTML using cascading style sheets or CSS to tell your recipient’s computer how to display your content. Not interested in programming your own layout? Don’t worry you can use pre-designed email templates that are ready to receive images, links, text, etc.
Email templates are available from many email marketing providers. Many suppliers include templates that are almost ready to use as well as templates that can be highly customised without any familiarity of HTML language. Content that draws attention to a specific section of your email or calls visual anchors as the content works like a newscaster that causes the eyes to stop on content while scanning through the email. Visual newscaster includes headlines, images links, icons, divider lines, background colours, and borders.
When putting down your content, the most significant content should reside in the upper left quadrant of your email because most people start scanning and emailing from the upper left. Also most mobile devices display emails beginning with the upper left, if the whole email doesn’t fit on the screen. One word of caution, it’s important not to place too many visual newscasters in all four quadrants. It makes your email difficult to scan because the eyes can’t decide what the most important section of the email is.
Organising your content of columns, is another great way to make your email easy to scan and make it easy to organise related groups of content to your audience and can scan each column as if it’s a mini account of your email.
It has three basic choices for laying out columns effectively in your email: you can use columns of equal width to avoid emphasising the content of one column over the other. You can put a narrow column on the left side of your email to emphasise the content in a larger column to the right or you can also put a narrow column on the right part of the email to highlight the content in a larger column to the left. If you feel like you have so much content in a single email, then you need to organise your content into more than two columns.You may want to think about floating up your content into manifold shorter emails and sending with a higher frequency.