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WebbTips
Handy Tips for better email campaigns...
Email Campaign Design Suggestions
In general, it's best to be conservative with use of fonts, colors and images. I've seen some business emails that have gone overboard with their use of color and fonts. One in particular used a vibrant blue page background color, 9 background colors within the email, 21 images, 8 font colors and 4 fonts. This resulted in the email looking busy which distracts the reader from the content.
The UCSB Alumni Association email shown to the right uses a subtle background color and two colors for text, both of which contrast nicely against the background color. The color scheme also matches the header and results in a clean and attractive email.
The second email on the right is from CatsPlay.com. This campaign is more playful and uses a more colorful palette than the UCSB Alumni Association. It works nicely because they stayed within a theme and range of related colors while keeping the layout of the email readable.
A word of advice about background colors and font colors. One needs to be careful to make sure the text color will stand out against that background color. For example, black text on a dark blue background is not enough contrast and many people will not be able to read that text. Also, not all email clients will display background colors. So white should not be used as a text color as it will not be visible if the background color is not displayed. The one way white text will work in an email is if it is part of an image.
A word of caution: Never Copy Another's Campaign & Send It As Your Own. Over the holidays I received a "Happy Holidays" email from a local business that included a quote from a public figure plus a few lines of text with wishes for the holiday season as well as an announcement regarding their upcoming campaigns. A couple weeks later I received a "Happy Holidays" email from another local business that had the exact same quote and wishes for the holiday season; they even included some of the same text from the other business' announcement. Since most of the text was the same, anyone who received both campaigns could assume that business #2 had copied business #1's campaign.
A business' email campaigns, like all their marketing and promotional materials, contribute to the overall impression of the business. Remember, when creating your email campaigns, always take into consideration the kind of impression you want to make about your business.
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