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GuruGrounds - GuruGrounds.com – How to Start and Market an Online Business

GuruGrounds - GuruGrounds.com – How to Start and Market an Online Business

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Published by: bored2read on May 10, 2011
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Thisisprobablygoingtobethemostfunpartofyouremaildevelop-

mentasyouwillbeusinggraphicelementstogiveyourbusinessa

unique and consistent identity.

Brandinghelpsyourreadersrecognizeyouimmediatelyandhelpdif-

ferentiate your emails from the unfamiliar emails they receive.

Tobrandyouremailyouaregoingtoneedtoknowhowtouse

HTML.IfyouareunsureonhowtouseHTMLyouwillwanttodirect

yourconcernstoyourESP.Ifthatdoesnotworkthenyouwillwantto

speaktoaWebdesignerandhavethemcreateacustomlookandfeelfor

your emails.

Allyourcommunicationsthatyousendwillneedtoconveyyour

brandandprovidereaderswithconfidenceinwhatyouprovide.You

alsowanttomakesurethatthedesignismemorableenoughsothatcus-

tomers will not forget you even if you send less than frequent emails.

Toreallygettherightdesignofemailforyourbrand,hereareafew

things to keep in mind:

Logo:make sure you have a logo added to your email. Have it po-

sitioned in the upper left or top centre of your email. In the posi-

tion where readers are most likely to see it

Logo and email colors:be sure to use colors from your logo with-

in your email. This will keep a more consistency throughout your

email. If you aren’t sure which colors go well together then do a

quick search on the internet for keyword “color-matching tools”.

Website and email colors:another way to determine which colors

to use in your email is to look at the color patterns within your

website. This provides a further integration within a subscriber’s

mind of your company and brand by reiterating the color scheme.

Website and email offers:if your email includes an offer with a

specific design, be sure that your website has a similar if not exact

design. Again, this will keep the person focused on what was in

the offer and will be easier to recognize it, once they are on your

website.

Print and emails:if you are sending out offers via print sources,

you will want to make sure that your communications match your

emails.

Fonts and brand:consistent use of fonts throughout your email

and separate communications will provide visual anchors. Using

more than two or three types of fonts will only further confuse a

reader.

226

Emails and business personality:your emails look and feel also

needs to be consistent with the type of language you will be using.

For example if you are a seller of party supplies your email text

may look childish or exciting something like this: “Party Sup-

plies”. If you aren’t very good at writing, look at using a copy-

writer. Once you’ve selected someone to write your emails for

you, let them know what type of feel you are striving for whether

it be:

Serious or comedic
Formal or friendly
Professional or casual.

Themainpointyouwillwanttokeepinmindwhencreatingyour

brandanddevelopingyourlookandfeelisconsistency.Readerswillbe

abletoassociateandrememberyoubetteriftheemailstheyreceivehave

emailswithaconsistentlayoutanddesign.Forthoseofyouwithmul-

tipleformatsofemails,besuretoonlymakeslightchangestothediffer-

enttopics.Youdon’twanttostraytoofarfromthemaindesignbut

don’t want to have all the information with one design template.

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