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You need to pay attention to the way your emails look, because your audience pays attention or not depending on the design choices you make in each email. The first rule of email design is to make sure your email designs are a good match with your other marketing media. For example, when someone visits your website and signs up for your email list, they might not recognize your emails if they look completely different from your website. To ensure a good match between your email designs and your other marketing designs, follow these guidelines.
Include your logo in all your emails. Use colors that match your logo for backgrounds, borders, and fonts. And when you send a promotion that suggests the use of colors outside your brand, such as of running a Halloween promotion with black and orange, just make sure to work the promotional colors into your brand instead of replacing your brand with the promotion. Also, use the same type of images in all your emails. For example, there's a big difference between the look of stock photography and the look of graphics and clipart.
Choose the image type that fits the personality of your business and then stick to it. When choosing email designs, it's important to brand each type of email format consistently. For example, make sure your email newsletter looks similar, but not identical, to your email promotions. That way people will recognize your brand and the purpose of each email. One of the best ways to ensure brand consistency with all your emails is to design your emails based on similar looking email templates. What's an email template? That's the topic of our next section.
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