How to Choose the Right Colors for Your Marketing Emails

colors in email marketing

On a superficial level, we are all aware of the effect colors have on our mood and choices. We notice that all sale signs are red, hospital signs are blue and pharmacies have always used green lights. These conventions all have a deeper meaning, based on our psychological responses, and today we are going to take a look at how we can use colors to express the true personality of our brand in our marketing emails.

Did you know that 52% of shoppers don’t return to a store if they didn’t like the colors and aesthetics of the place?

When you design your email template, it’s best to start by learning as much as you can about the symbolism of major colors. They each send a message and set a certain mood.

WHITE: The “cleanest” of all, white symbolizes light, innocence and goodness. It has a positive effect, although in marketing, it needs to be used in the right doses.

BLACK: As opposed to white, it has a less positive connotation, but in the right amount, it can actually send the message you would like to communicate. It is associated with power, elegance and the ability to stay in control.

RED: It’s considered the most aggressive color of all. It actually has more power than you would imagine: red increases your heart rate and adrenaline and is the symbol of energy and action.

ORANGE: It’s a stimulating color, although not as strong as red. It creates a feeling of optimism and trust, and is associated with the atmosphere of warm seasons.

YELLOW: It is the definition of optimism. For some eyes it may seem a little upsetting, but it’s definitely a cheerful, happy color.

BLUE: Preferred by most people, it is a color that relaxes and symbolizes honesty and trust. Blue has soothing effects and sets a very peaceful mood.

GREEN: It is believed that green is the color that relaxes our eyes the most. That’s probably why doctors recommend us long walks in nature. Green is the shade of balance.

A study conducted by Joe Hallock found that 57% of men and 35% of women prefer the color blue.

Yes to minimalism!

Picking the right combination of colors for your email design can boost your content and make it more appealing to your subscribers. We know it’s easy to get carried away, and some email marketers have a tendency to add lots of colors in their newsletters, in the hope that this will attract their readers. Unfortunately, on most people, the effect is quite opposite: it’s tiring and overwhelming. Especially in the last few years, minimalism has been the preferred style in email design, and we embrace it fully. Leonardo da Vinci said that “simplicity is the ultimate sophistication,” and if you look at the most successful marketing campaigns, they are all based on this timeless principle.

What to keep in mind when you design your email:

♥ Visuals are essential: 93% of purchasing decisions are based on aesthetic appearance.

♥ Two to three colors should be enough to help your content stand out.

♥ Make sure the shades you use are part of your brand’s visuals.

Red is more effective than green or other shades in determining people to click on something.

♥ If you send an article, try using blue as your main color. It soothes and sets the person into the right mood for reading.

♥Test your email before you send it out. Open it in your inbox and try to look at it through the eyes of a customer. How does it make you feel? What would you change about it? Nothing? Way to go! Happy emailing!

Keep things simple and elegant, and most of all, focus on delivering useful content. Are you interested in increasing your deliverability rates? Try our email verifier to remove invalid addresses from your email list and take your communication to the next level.


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