Keeping a brand experience consistent across all marketing touch points is a crucial component of cultivating an engaged user base. And one of the more important transitions a customer or prospect makes is from an email to a website.
This responsibility lies primarily on how you design and build your email campaigns. The less aligned your emails look from your website (and your overall brand), the more likely you are to confuse and cause friction with your recipients. The following email design tips will help unite your emails and website to ensure that your recipients don’t become distracted by inconsistent branding.
Start with the larger foundational design elements of your website, such as column layout, when you start to lay out your email templates. But, just because you might have a three column break on your website doesn’t mean you must have the same in your email designs. Again, the goal is to keep the idea and feel the same.
An often overlooked element of the email template is the footer. Making the email footer match the website footer is a great way to connect your website and emails so that the user knows how to navigate to certain parts of the website.
Keep in mind that when you are laying out your email campaigns, you don’t have to exactly copy your website, but as long as the overall look of your website transfers over to the emails, you are well on your way to keeping your brand experience consistent.
Images: making your emails responsive
Imagery is a powerful design component and tool that can bring emails to life and increase recipient engagement. But images in emails (along with other digital mediums) can become problematic, quickly. Every inbox handles and renders images differently and the more images you include, the slower your email will load. Some ISPs may even view your emails unfavorably and place your email in the spam folder if there are too many images.
Keep in mind that some inboxes won’t even display images, so the more you rely on the images to communicate your messages, the more likely that you risk your entire email.
Images supplement, they don’t carry your email program.
And don’t forget to browser test your emails to ensure that the majority of browser and device combinations are displaying your emails the way you want them to.
Buttons and CTAs
Buttons and CTAs within your email should also be as similar as possible to your brand’s website so that the user knows exactly where to go if they want to learn more or continue their experience.
These buttons and CTAs are consistent and clear for the user whether they are on the website or reading an email.
The font you choose for your emails should resemble the font found on your website as much as possible. If you want the exact font from your website, this advanced option is made simple using Marketing Campaigns’ design editor’s option to edit the HTML Head to add custom fonts. However, this is by no means a “must do” for email design.
Because some fonts aren’t always supported, you should always use fallback fonts (similar looking and supported fonts readily on hand). Having these fonts on hand will help you quickly be able to create your email campaigns. As long as you compare the fonts side by side, you will be able to find a good match.
Although your emails don’t have to match your website brand exactly, ensuring a consistent brand experience from an email to a website and vice versa is key to keeping your recipients and customers engaged. Keep in mind the following guidelines when designing and putting together marketing emails:
• The overall layout does not need to match 100%, but should convey the same design ideas
• Ensure you are using responsive images, and that you are browser testing before sending
• Fonts do not have to be a perfect match—most ESPs provide enough web fonts to match your website enough without having to import from your website