Email Brand Guidelines: Why You Need Them and What to Put in Them
Brand style guides tend to meticulously detail permissible fonts, header sizes, image style, logo sizes and placements, and on and on. However, despite the clearly unique considerations of the email channel, many companies don’t have any email-specific guidance in their brand guidelines.
Nearly 38% of brands don’t have email brand guidelines, according to Litmus’ 2018 State of Email Survey, which is based on a survey of 3,000 marketers worldwide.
Thankfully, more brands are seeing the need to add email-specific content to their style guides, with 18% more brands creating email brand guidelines since 2016. That’s with good reason.
Having email brand guidelines makes designing emails easier and faster, particularly in organizations with distributed email programs or that use email agencies or freelancers. Marketers who describe their email programs as successful are 27% more likely that those at less successful programs to have brand guidelines for email (68% vs. 53%).
For all the details on what to include in your email brand guidelines…