Visual Branding in Email Marketing: 7 Elements to Optimize
Wherever your customer is, in whatever channel they’re engaging with your brand, you want that experience to feel consistent and unified. Visual branding is the critical first step in creating that feel, as consumers will immediately perceive major disconnects. In your email marketing program, visual branding is important for two strategic reasons.
First, you want your emails to look consistent with your brand and therefore immediately feel legitimate, so your customers and subscribers are confident that your emails are definitely coming from your brand. If you don’t achieve that, then subscribers may become concerned that the email is spoofed or otherwise feel unsafe about engaging with the email. That can lead to disengagement and spam complaints.
And second, you want the transition from the email to landing page to be comfortable and as seamless as possible, as if they’re part of the same experience. This provides assurances that they’ve indeed arrived at your website and that it’s safe to proceed. It also simplifies the user experience if icons, menu buttons, and other elements are consistent in appearance and placement.
However, with all of that said, the visual branding of your emails doesn’t need to be exactly the same as your website’s. It only needs to be harmonious. That’s a good thing because the email channel has some limitations that force brands to make compromises.
Let’s look at seven aspects of visual branding in email marketing and what the best practices are…