The choice of emails that confirms to a standard or improvised colour mix and aesthetic add-ons will significantly affect your success or failure in email marketing. There are strong research evidences that people perceive your brand based on the visual and aesthetic appeal it carries along with itself, amidst many other criteria and a significant amount of people thinks that colour increases brand recognition. A subconscious judgement about the product or service is made within an initial couple of minutes which the customer engages and a significant portion of that judgement is based on colour and aesthetics alone. About half of the shoppers did not continue with the platform due to poor aesthetics.
Decision making with the masses involves rationality and logic, however at the tipping point it gives away to emotions, intuitions or gut behaviour. It is at this juncture that the buyer behaviour often turns impulsive and the colour tone, aesthetics and image sense of a campaign will have significant impact on the call to action prospective of the customer. A proper marketing mix in email marketing, however should not be centred around colour or aesthetics alone, but should take care of other factors like user friendly designs, catchy words, and overall responsiveness of the site in terms of time spent for decision making.
Bringing you through some important points in engaging the customer through the colour, it is important to note that there is no one-one correlation of an individual user showing preference to a particular colour. The preference to a specific colour may depend upon many factors like personal preference, experiences, cultural upbringing, demographics etc. There are however certain thumb rules which are to be kept in mind while reaching out to your customers and call of action.
Colour brings in more of a brand perception than treating it as an individual's preference. Research suggests that a brand recall happen solely based on colour alone. Gender wise there is a tendency to show preference for blue colour and females for the colour of purple. In general, men prefer bold colours with shades while women prefer soft colours with tint. Colours like brown are shown to add a perception of ruggedness of the product (like leather), and colours like orange symbolises excitement and enthusiasm.
The choice of combination of colours in a call for action can provide better results than the colour alone. Red regarded as a powerful colour for a call for action, and it stood a significant percentage points above other counterparts like green and blue. A combination of primary colours can be used in call for action page, and studies have shown increase in the success rates in terms of CTA. Choosing colours that complement your brand's logo or website will be helpful in brand recall and CTA.
Apart from the colours, much effort should go into the aesthetic appeal of the mails as well. From a design perspective, the mails should be such that the images are well distinguished from the texts which you want to convey. The text will contain important information about the product and include items such as offers, discounts, purchase information etc. These should gather maximum attention. The fonts should be regular and not complex, and should not be very close to an image that the reader cannot figure it out. Artistic fonts on the other hand can provide a feeling that a lot of effort has been made into the making of the product.
Many clever email and branding campaigns realise the importance of conveying sub consciously to the customer regarding their product superiority. They take special care in theming the product campaign to abstract topics like lifestyle, music or celebration to captivate the customer into making a buying decision instantly. The knowledge of aesthetics and colour psychology must subtly merge in during the time of designing, branding and marketing.
Your
email marketing service provider should be well aware of the nuances that goes into the email while designing the content based on consumer psychology and aesthetic knowledge that they would provide you as a valuable add-on.
Source : articlesbase.com
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