Should my email marketing match my website?

It’s very important to use design elements—such as color, art, logos, etc.—to make visual connections between your Web site and your email. When you sign up email list members on your Web site, you want the email to be an extension of the site that your customers recognize. If there is a disconnect because the email doesn’t look like the Web site, your subscribers may think your email is spam.

Conversely, when you send out emails with a call to action that takes recipients back to a landing page, you don’t want to confuse those readers by sending them to a Web site that doesn’t look like the company you portray in your email.

This happened to me recently. I got an email from a major airline that featured a color scheme that was predominately the company’s trademark yellow and orange. Clicking through to the airline’s Web site, I was shocked to land on a page that was mainly blue and purple. My initial thought was that I was on the wrong page. What I learned is that the company rebranded its Web site but has not carried the new branding elements through to its email program.

While it’s not unusual for companies to rebrand or to freshen their brand, it’s important to keep some of the old elements—at least on a temporary basis—to bridge to the new brand. You also need to make sure that your email program catches up at the same time. This can be a struggle if email marketing and your Web site are managed by different groups, but the outcome is worth the effort.

When designing your emails, look to your Web site for design elements and incorporate some of those elements into your email. If you have an html Web site, you can even use elements from the Web site to easily design your email.

Remember: it’s all about integrating the same look and feel from Web site to email, and even to printed marketing materials. Carrying a similar look throughout all these customer touch points makes customers comfortable with your brand, which in turn makes them comfortable pulling out their wallets. Credits: Carissa Newton, xemion.com

GROW YOUR EMAIL LIST, GROW YOUR BUSINESS!

Email marketing helps you keep customers and prospects coming back—by using attractive, professional-looking email communications to stay in regular touch with them and build strong customer relationships. It's better and more effective than regular email. Are you in need of a unique html Newsletter Design, please feel free to contact me. 

Dunya Graphic and Web Design

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203.788.0481