How to be Creative While Staying Within Brand Standards
When sending multiple email marketing campaigns to your customers, it’s important to keep your messages creative and fresh. However, at the same time, many companies have brand standards and guidelines that tie together the brand as a whole. From colors and fonts to images and tone, you’re limited in just how “out there” you can make your marketing materials.
As limiting as these standards may seem at first, by tapping just a little further into your creativity, you’ll find there are numerous ways to keep your emails looking fresh. Not all email templates have to stick to a specific formula. While you should always include a [call-to-action] (ideally [above the fold]) and stick to 600 pixels wide, otherwise, you have a blank canvas to work with.
While you want to aim for cohesiveness with your brand, also keep in mind the variety of customers you’ll be emailing. Each type of customer may interact differently with your brand. Here are a few ideas of things you can do to change up your emails.
Make your images GIFs (Graphics Interchange Format, AKA moving images). This example is one of many that grabs your attention with the bright colors and lights and prompts you to click the link in order to see what’s actually offered. Smart move. (You can find free, downloadable GIFs here).
Stay creative with your copy. This example from UncommonGoods begs you to continue scrolling in order to finish reading this clever, lighthearted story about why you should buy a bike.
Personalize it. In this example, Anthropologie did a great job with personalization about items the customer had previously viewed. Customers will thank you.
Change up your layouts. Add themes and little touches for holidays or big events. Even the most subtle of changes can make a huge difference in the appearance of your email messages.
Use your brand as the foundation and build off of it. Play around with new media, formats, images, and calls-to-action, all while remaining within brand standards. With the hoards of emails people receive on the daily, this will ensure your messages stand out from the crowd.
Want assistance with sending fresh and creative emails? Get in touch with us!