Have you ever purchased something just because of its great color? Or have you been repelled by a certain color and haven’t bought a product? If so, then you understand the power of colors.
As in real life, colors are pretty influential in email marketing too. They can create the desired mood, spark interest, and more importantly drive readers to take action.
Hence, here are some guidelines that will help you choose the right colors and boost your email marketing campaigns.
Find the right color scheme
Colors are an essential part of your email. Not only do they visually enrich your content, but they also carry profound meaning and trigger various emotions and associations. For instance, red is usually associated with danger, so stop signs are painted red to warn the drivers and get their attention.
Even though we all have our own color preferences based on our likings, experiences, background and other factors, there are some universal effects and feelings associated with colors.
Red– passion, excitement, encourages action, stimulates energy, Blue – calming, confident, trustworthy, peaceful, boosts productivity Green – harmonious, relaxing, reduces anxiety, soothing Orange – innovative, enthusiastic, exciting, creative, radiates energy and warmth, encourages socialization Pink – youthful, increases energy, fun Black– powerful, authoritative, evokes a sense of opportunity and strong emotions Purple – calming and uplifting, encourages creativity, associated with luxury and royalty White – purity, perfection, modernity. Gray – wisdom, knowledge, authority, security, neutral, creates an expectation Yellow – optimistic, warm, happy, sparks memory and creativity, encourages communication
Therefore, when choosing colors for your emails think about the message you want to convey and feelings you want to trigger. For example, use red for important notices or blue if you want your readers to trust your offer.
Besides, take into account the characteristics of your product or services when picking your color scheme.
Take as a reference this useful infographic which shows how color affects consumer behavior and why some big companies have chosen a particular color for their brand identity.
Use your brand’s color scheme
Your brand’s color scheme makes you recognizable to your audience and in that way you can generate trust and awareness. So, think about your company’s branding when establishing what colors you should use in your email marketing.
For instance, if your company’s logo is yellow and black, try to incorporate them in your emails.
This is an excellent way to promote consistent branding, but also to help your potential and existing customers immediately realize that the message is from your company.
All this has a positive impact on driving conversions and engagement, as well as overall performance metrics.
Adapt colors to your target audience
Another factor you need to take into consideration when choosing colors for your emails is your target audience. Do you write for a female or male audience? Does your target audience belong to the younger or older population? Knowing your target group can help you select the right colors.
According to a study that shows how women and men respond to various colors, blue is the favorite color of both genders. Besides, women tend to prefer soft colors while men, on the other hand, like the bright ones.
Likewise, orange is the least favorite color for women, while brown is the least favorite for men.
Choose contrasting colors for CTA buttons
Call-to-action buttons are the crucial part of your email since they indicate what action your customer should take after reading the message. So, this element should be visible and colors are the best way to emphasize it. Moreover, use a contrast tint from the rest of the color palette in your email text and design.
The copy and the color fill of the CTA button should be contrasting too. Also, use white space around the button to highlight the CTA.
If you have difficulties to figure out the right contrast, you can use Calculator Color to find the best contrast or harmony.
The less is more
It’s easy to get carried away with colors and their different combinations. However, in email marketing, simplicity is the key to win the hearts of your customers.
Look up to big players who use only a couple of recognizable colors related to their brand. In this case, the less is more.
Focus on delivering some value to your readers and using colors just to enhance your message. If you are struggling with creating content that solves problems of your audience and provides value, platforms such as Essaywritinglab, Australia essay, and Myassignmentwriting can give you a hand.
Don’t forget about testing
Once you figure out your perfect color palette for your email marketing, it’s time to test different options to see which one delivers the best result and converts the most. Without testing, you won’t have reliable data to check if your email marketing efforts are effective enough or if there is a better solution.
For example, Hubspot tested two CTA buttons with the same copy but different colors – red and green. A/B testing showed that the red button outperformed green by 21%. Who would say so?
A/B testing is the best way to validate your ideas and improve your performance metrics.
Finding the right color scheme, adapting colors to your target audience, as well as, choosing contrasting CTA buttons and keeping it simple will most certainly improve your email marketing campaigns and as a result, enhance your performance metrics.
Guest Post By: Cathy Baylis
Cathy is a freelance content writerspecializing in personal growth, career development, and leadership. Writing is not only her hobby but profession at the same time.She loves sharing her interests with readers, and she has something to say, for sure.