When designing a template for a specific email marketing campaign sometimes deciding what color to use on fonts, backgrounds, headers, buttons or footers can result a really difficult task. If you have gone through that situation, believe me, I know what it feels like to be in your shoes…
Should the call to action button be red or orange…?
Oh yeah… the background, definitely light gray!… hmm or perhaps white?
And It’s not because of the fact that I’m a woman and it’s known worldwide that we’re pretty complicated. Choosing the right color for an email marketing campaign can truly improve the performance of it, and one proven way is the A/B testing campaign option that email marketing software companies such as Mailchimp have enabled to facilitate the decisions of its users.
Taking in consideration my experience and the different researches that have been done in marketing and psychology about color meanings and their impact, read below my suggestions for the various component parts of an email marketing campaign:
Honestly we don’t want people to distract themselves with a colorful page background, we want them to focus on the message which is the primarily reason why we are sending the campaign. Excellent choices for page backgrounds are:
1. #F2F2F2 2. #e1f2fa 3. #ffffff
I personally prefer to use gray or black color on the fonts, but it’s really nice and recommendable to use on the subtitles a different color than black, gray or white. This way we can give to the subtitles certain importance, and also to capture the eye attention. Try to be subtle, your email campaign shouldn’t look like a carnival. Here are my best choices for you:
1. #000000 2. #666666 3. #ffffff 4. #ff4a4a 5. #66de9c 6. #2694de
I suggest to use here the same color that you’ve used as a background. Why? the simpler, the better. We need our subscribers to focus on the header and the body. In design, the preheader is just a simple extra space to separate the header from the borders. Don’t give to it a lot of importance!
1. #F2F2F2 2. #e1f2fa 3. #ffffff
Header & Body
In my opinion, the best email marketing campaigns have used the same color on the header and the body. If you are opting for white, it will look clear and legible. If you are opting to use a color as the background of the body and the header, don’t forget to combine it very well with the font colors. If you are using dark backgrounds, use white or light fonts. If you are using light backgrounds, use dark fonts. Using colors here is relative to your brand image, use the ones that suit the best for you based on this terms, but don’t forget to make it look fresh and clear. But since this post is about recommendations, find below the best colors to use as a header and body background:
1. #ffffff 2. #000000 3. #a7e4fc 4. #ff4a4a 5. #66de9c
Call to action button
Don’t forget that the call-to-action represents the tipping point between bounce and conversion, for this reason it’s really important to choose really well the color besides it’s shape and message. Use a color that stands out from the background or one that matches with the subtitles, what matter the most is that it looks clickable. Also find below some suggestions:
1. #ff4a4a 2. #1688f2 3. #32c96c 4. #ef6a00 5. #ffcc00
I recommend to use the same color of the body or a similar tone as the page background but a bit darker. Below my suggestions:
1. #ffffff 2. #e1f2fa 3. #e3e3e3
I hope that you have found handy this blog post on what are the best colors to use on an email marketing campaign. My post is based on modern design basis, and what have worked the best for me and for other professionals in the field. If you have other color suggestions to share, feel free to comment below.
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