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How doÌýyou recognize aÌýbrand? ByÌýits logo, theÌýtagline, theÌýbrand name, ´Ç°ùÌýits colors?

Bingo, ifÌýyou said, all ofÌýtheÌýabove!

Most people have anÌýextremely cluttered inbox andÌýf´Ç°ùÌýyour brand toÌýstand out, you’re going toÌýhave toÌýcombine eye-catching design with great email copy.

IfÌýyou own anÌýe-commerce business andÌýuse email asÌýaÌýmarketing tool, then you need toÌýreflect your brand’s personality inÌýyour emails. Your branding lies inÌýtheÌýalignment ofÌýyour text, theÌýcolors, theÌýheaders andÌýfooters, theÌýtypography andÌýfonts you use, theÌýway you write theÌýcopy, everything! Consistency isÌýtheÌýkey toÌýcreating aÌýbrand identity.

Here are some email marketing best practices from 10Ìýpopular e-commerce brands.

Related: How ToÌýWrite ´¡ÌýWelcome Email That Sells

1.ÌýLogo andÌýBrand Colors

The logo ´Ç°ùÌýname ofÌýyour brand isÌýtheÌýfirst thing that readers should see when they open your email inÌýtheir inbox. Your subscribers will recognize your brand first andÌýforemost from your logo. That’s why include your logo atÌýtheÌýtop ofÌýtheÌýemail.

Take aÌýlook atÌýthis example from Blue Apron. The brand logo isÌýplaced right atÌýtheÌýtop, inÌýaÌýway that itÌýisÌýtheÌýfirst thing that catches theÌýsubscribers’ attention andÌýits brand color isÌýmaintained throughout theÌýemail, f´Ç°ùÌýtheÌýsubscribers toÌýidentify andÌýconnect easily.

2.ÌýTypography andÌýVibrant Colors

Going offbeat andÌýusing unique typography andÌýcolors will help your brand inÌýgrabbing eyeballs. Use vibrant colors andÌýcreative fonts but ensure that itÌýgoes well with your brand’s personality. Once you choose theÌýappropriate typefaces, use them consistently inÌýall theÌýemails you send.

Here are some tools andÌýapps that make itÌýeasy:

• Tiff: Tiff isÌýaÌýweb app that lets you compare how different typefaces look andÌýshows theÌýdifferences between different fonts. This helps you inÌýchoosing theÌýright font f´Ç°ùÌýyour emails.
• Fontroid: IfÌýyou want toÌýadd aÌýfont ofÌýyour own, then Fontroid isÌýtheÌýright Android app f´Ç°ùÌýyou. This app lets you add your own handwritten fonts, which can beÌýfurther added toÌýyour emails inÌýtheÌýform ofÌýimages.
• Typecast: This app lets you use Google fonts f´Ç°ùÌýyour emails toÌýbuild readable andÌýclear typefaces. You can choose anyÌýGoogle fonts using this app andÌýthen add them toÌýyour emails.
• PicLab: With PicLab, you can add creative fonts andÌýtypefaces toÌýyour images, toÌýmake them look more appealing andÌýattractive.
• Fontest: This isÌýaÌýtypography tool that lets you add fonts ofÌýyour choice andÌýpreview them before adding itÌýtoÌýyour images ´Ç°ùÌýtext.

Though these apps andÌýtools let you experiment with your fonts andÌýtypefaces, make sure you add proper fallbacks toÌýthese fonts.

Email clients render fonts based onÌýtheir presence onÌýtheÌýdevice. So, emails that look picture-perfect atÌýyour end might fail toÌýrender atÌýtheÌýsubscribers’ end. ToÌýavoid such renderability issues, you need toÌýset three levels ofÌýfallback inÌýyour emails. The main font would beÌýyour original custom font, theÌýsecond fallback font needs toÌýbeÌýaÌýweb-safe font andÌýtheÌýthird fallback font has toÌýbeÌýaÌýsystem-based font which will render anyhow.

The brand Ivory Ella creates brilliant emails with stylish fonts andÌývibrant colors. The multi-colored images andÌýtypography reflect theÌýyouthfulness ofÌýtheÌýbrand andÌýmaintain theÌýbrand’s identity.

Related: 8ÌýMust-Have Elements ofÌýaÌýGreat Abandoned Cart Email

3.ÌýStrong CTAs

Your emails should beÌýable toÌýpersuade theÌýsubscribers toÌýclick-through andÌýtake some action. For this, you need toÌýhave .

Highlight theÌýCTAs using theÌýright colors, most preferably theÌýbrand colors toÌýmake them evident.

Colors influence emotions ofÌýtheÌýreaders. For example, theÌýcolor Red evokes aÌýsense ofÌýurgency, Orange depicts aÌýpositive attitude, Yellow stimulates theÌýviewers, Blue builds trust, Green shows growth andÌýharmony andÌýBlack depicts elegance andÌýauthority. that best suits your message andÌýbranding andÌýmake your CTAs more persuasive.

Place theÌýCTA inÌýtheÌýfirst fold soÌýthat itÌýdoesn’t goÌýunnoticed.

Check out this email from HermanMiller Store. The brand uses its original color f´Ç°ùÌýtheÌýCTA.The entire email has aÌýlight background andÌýtheÌýCTA button stands out.

4.ÌýPermission-Based Marketing

InÌýorder toÌýbuild aÌýgood brand image, you need toÌýask f´Ç°ùÌýtheÌýsubscribers’ permission before sending them emails. This isÌýcalled Áª±è±ð°ù³¾¾±²õ²õ¾±´Ç²Ô-²ú²¹²õ±ð»å ³¾²¹°ù°ì±ð³Ù¾±²Ô²µ.´Ï

Nobody likes toÌýget their inbox flooded with emails that are ofÌýnoÌýuse toÌýthem andÌýthat they did not opt for.

ToÌýavoid aÌýnegative impact onÌýyour brand andÌýtoÌýfollow theÌýGDPR rule, practice permission-based marketing. You can ask your subscribers toÌýset email preferences, andÌýyou must give them theÌýoption toÌýunsubscribe whenever they want. This will improve theÌýcredibility ofÌýyour brand.

Here’s anÌýemail marketing best practice ofÌýhow Bespoke Post gives theÌýsubscribers anÌýoption toÌýenter preferences toÌýreceive only relevant emails with customized content.

5.ÌýDesign Elements

The design ofÌýyour email isÌýessential toÌýmaking aÌýpositive andÌýmemorable impact onÌýyour subscribers.

Make sure you make your emails look attractive andÌýintriguing byÌýusing theÌýmost suitable email design elements such asÌýillustrations, real images, flat design, right colors andÌýinteractive elements.

This email from Jane uses illustrations inÌýthis email toÌýmake itÌýlook distinctive. The email uses pastel colors andÌýcontains minimum text, with aÌýhighlighted CTA inÌýwhite.

Such emails can beÌýbuilt using either:

• ready-to-use templates available with email marketing tools, or
• HTML andÌýCSS styles toÌýbuild custom templates.

Ready-to-use templates are easily available with aÌýrange ofÌýESPs andÌýemail marketing tools. All you need toÌýdoÌýis, change theÌýcontent andÌýimages asÌýper your preferences, needs andÌýbranding guidelines. Using these templates will save aÌýlot ofÌýtime inÌýyour email design stage.

IfÌýyou doÌýnot find aÌýsuitable template f´Ç°ùÌýyour email, you can hand-code them using HTML andÌýCSS styling.

Here’s how toÌýdoÌýit:

6.ÌýBrand Story

Introducing your brand toÌýthose who subscribe toÌýyour email list isÌýaÌýgreat way ofÌýwelcoming them andÌýletting them know you better. The story ofÌýyour brand’s journey will help create aÌýgreat relationship between you andÌýyour subscribers.

Take aÌýlook atÌýthis email from Shinola that narrates its brand story inÌýits welcome email. With real images andÌýaÌýdetailed story, theÌýemail builds trust among its readers.

7.ÌýBrand Visibility Across Mediums

Being present onÌýall popular social media channels isÌýhelpful f´Ç°ùÌýbuilding your brand identity. SoÌýadd links toÌýyour various social media platforms inÌýevery email.

The brand Tracksmith inÌýtheir welcome email has given links toÌýits Facebook, Twitter andÌýInstagram page. This way, they are making itÌýeasy f´Ç°ùÌýtheir subscribers toÌýfind them onÌýthese channels andÌýconnect with them more closely.

8.‘T·É¾±²Ô-±ô´Ç´Ç°ì’ f´Ç°ùÌýLanding Pages andÌýEmails

Creating perfect landing pages f´Ç°ùÌýyour emails isÌýanÌýessential part ofÌýaÌýmarketing email asÌýwell. Creating synergistic landing pages f´Ç°ùÌýyour emails establishes aÌýconsistent brand experience f´Ç°ùÌýyour subscribers.

Here’s anÌýemail from Uniqlo andÌýits corresponding landing page that has theÌýsame images andÌýdesign layout. The Áª³Ù·É¾±²Ô-±ô´Ç´Ç°ì´Ï design makes itÌýeasy f´Ç°ùÌýtheÌýsubscribers toÌýrecognize andÌýconnect with theÌýbrand.

9.ÌýBring Your Emails toÌýLife with Interactivity

Using interactive andÌývisual elements according toÌýyour brand’s personality will help you toÌýbetter engage your subscribers. Your subscribers are more likely toÌýengage with your emails andÌýeven have prolonged brand recognition when there isÌý.

Use interactive elements such asÌýanimated GIFs, countdown timers, sliders, menus, rotating banners, accordions, etc. Make sure you use proper fallbacks f´Ç°ùÌýtheÌýinteractive elements asÌýmost elements doÌýnot render without fallbacks.

Brands like Boden always use some sort ofÌýanimation inÌýtheir emails toÌýmake them lively.

Also read:ÌýHow toÌýCreate Cinemagraphs f´Ç°ùÌýProduct Pictures With Your SmartphoneÌý

10. Innovative Copy

Your brand’s tone ofÌýconveying theÌýmessage plays aÌývital role inÌýmaintaining theÌýbrand personality. Discover innovative ways toÌýwrite theÌýcopy ofÌýyour email andÌýrepresent theÌýmessage inÌýaÌýunique way toÌýstand out inÌýtheÌýsubscribers’ mind.

Write tailor-made content that supports your campaign goals, keeping your segments inÌýmind. Think like your customer andÌýask yourself questions asÌýtoÌýwhat action doÌýyou want your customers toÌýtake andÌýwhat goals you need toÌýachieve from theÌýemail. This will help you toÌýwrite aÌýrelevant email copy.

Your audience generally skims through your emails, andÌýhence itÌýisÌýnecessary that you doÌýtheÌýformatting andÌýalignment right. Keep your sentences short andÌýhighlight theÌýmain points f´Ç°ùÌýbetter readability. Make optimum use ofÌýwhite space andÌýmaintain theÌývisual text hierarchy.

Check out this email from Whisky Loot. The copy ofÌýthis email isÌýcreative andÌýinnovative. This brand follows aÌýsimilar tone inÌýall theÌýemails that they create.

ToÌýSum Up…

InÌýorder toÌýcreate winning emails that reflect your brand identity, use these strategies:

• Emphasize your brand logo toÌýbeÌýeasily identifiable.
• Use innovative typefaces toÌýmake your emails look appealing, but make sure toÌýadd proper fallbacks toÌýavoid renderability issues.
• Make your email CTAs persuasive andÌýprominent.
• Ask f´Ç°ùÌýyour subscribers’ permission before sending them emails toÌýmaintain theÌýbrand credibility.
• Add interactivity andÌýanimation toÌýmake your emails lively.
• Narrate your brand story inÌýyour emails toÌýimprove relationships with your subscribers.
• BeÌýpresent onÌýall major social medium channels toÌýimprove brand visibility.
• Create similar andÌýconsistent landing pages f´Ç°ùÌýyour emails.
• Write concise andÌýinnovative email copy.

IÌýhope theÌýemail marketing best practices mentioned above inspired you toÌýcreate anÌýemail campaign that will reflect your brand personality. What isÌýyour strategy toÌýstand out inÌýyour customers’ mind?

Ìý

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