Email Design Tips: Leverage Your Logo

Leverage Your LogoWhen your subscribers check their email, they immediately start picking apart their inboxes. They harvest useful details, respond where necessary and trash junk mail (anything they’re not in the mood for).

It’s a heartless process. And it goes fast. If your message isn’t compelling and recognizable, “click” goes the delete button.

Your logo could prevent that delete. Logos remind subscribers of the brand behind the email – a brand they expect value from. With that value in mind, they may be more likely to read your entire message.

Outfitting your emails with your logo is as easy as inserting one quick link. The question is, how should you use it? Read on to find out how to create the effect you’re looking for.

First Things First: the Top Left

Groupon

This common placement means the logo is the first thing readers encounter in a top-to-bottom, left-to-right world.

Here, Groupon’s logo identifies the sender for readers who didn’t pay attention to the “from” line – for example, those scanning through emails in a preview pane. It’s easily findable, but the subtle colors and modest size let the main content command attention.

Even better, Groupon presents its logo alongside the email’s main benefit. When readers see the combination, they’re reminded of the message’s value and excited to scroll down.

Snapfish

Snapfish’s logo is also inconspicuous but available, blending in with the email design. Like the Groupon logo, it’s strategically placed to trigger memories of past experiences on the way into this new one.

Incorporated Into the Header

Memorial Hospital

Memorial Hospital includes their logo in a subtle way. They used the color of the logo to influence the rest of the header’s design. This keeps their design appealing and their branding consistent.

With the Call to Action

Marketing Experiments

The Marketing Experiments logo follows the call to action in this email generated for an ME online clinic by Go2Webinar.

Since this email was sent only to registrants for the event, it was most likely expected. The logo doesn’t need to come first as a reminder of trust, but it’s still available as an identifier.

Another consideration is design. The logo’s bright colors keep it highly visible against the low-key text. This logo doesn’t need top placement to capture the eye.

Throughout the Design

Vosges

Vosges’ logo borders the email at the top and bottom and extends into the rest of the design. For Vosges, the logo is part of the brand experience. Elegant and feminine, it denotes the luxury of gourmet chocolate.

The task of this email is selling customers on a high-end candy experience. The delicate glamour of the logo is part of the experience, so the design makes the most of it.

This full-design overhaul goes further than simply inserting a logo. Think about ways you could incorporate elements of your logo into the rest of your creative with colors, fonts and other images.

Invoking your website

Body Central

The goal of Body Central’s email is to encourage shopping on the web site. Accordingly, the logo here is arranged as a full banner across the top just like the banner on the site pages.

The email body shows an example of a current deal on the site, but by the time subscribers view it, the logo itself has already done much of the work by evoking the shopping experience.

Tip – No matter where you position your logo, make sure to include alt text in case images aren’t displayed.

Creating a consistent brand

Your logo can help you create consistent branding. That’s a lot of impact from the few easy clicks it takes to insert it.

Does your logo fit with your email campaign? Could using it in any of these ways help your email accomplish its purpose? How do you use your logo in your emails?

By:
Amanda Gagnon is the former Education Manager for AWeber and has started a number of small businesses.

Become a Better Email Marketer

Subscribe to This Blog by Email
Why Subscribe?

22 Comments

  1. That was interesting, the way the logo’s reflected the philosophy of the companies was good to… So effective yet so simple!

    I am changing my views on plain text emails with a little html

    6/3/2010 10:56 am
  2. I primarily use Gmail for my outbound email messaging. Gmail, at this time, doesn’t allow logos or images unless I attach them. Any suggestion there?

    6/3/2010 11:01 am
  3. Jeff I was going to address that until I saw your post LOL .

    I don’t use html at all now. I depend totally on text because it doesnt get blocked. The power of the word is now king.

    You could try using a intro line that is common a slogan of sorts to let them know and tie to your brand.

    6/3/2010 4:28 pm
  4. Interesting article. I’ve just spent an age trying to design an HTML based e-mail template for my wife’s newsletters – I suspect the design is far too complex for most e-mail clients/configs to display correctly. Forwarding an e-mail just turns it into a "riot" ;-)

    So… any guides, insights, advice on how best to construct these things for maximum readability?

    6/4/2010 7:01 am
  5. Jeff and Peter ~ You could try using an ESP (such as AWeber) to create your messages. Then you could use the message editor to easily insert your logo or build an HTML message.

    6/4/2010 8:33 am
  6. I think pure text emails work the best. They don’t usually get blocked as often as an HTML email. Text is the way to go.

    6/4/2010 10:32 pm
  7. ML

    And don’t forget you can add hyperlink to the logo for all of the click-happy readers.
    :)

    6/7/2010 12:26 pm
  8. I certainly prefer using HTML newsletters to plain text ones – you can have more fun with photos, color etc.

    At the moment, my brand doesn’t have a logo – I’d be curious to hear whether you think I would benefit from having one designed? Or do the photo and font create enough of a brand?

    With warm wishes and continued thanks for your great service.

    6/8/2010 5:28 pm
  9. ML ~ Good point!

    Corrina ~ I think the decision of whether or not to create a logo depends on what you might do with it afterward.

    It could be something you stamp on each of your products, or you may be all set with your tagline. It depends how you want to represent your brand.

    6/9/2010 8:24 am
  10. It seems like most of the A-listers I get email from are sending text messages.

    Or perhaps I opted for text message at the time I signed up? Can’t remember now.

    I just signed up for the AWeber service today and it looks like they allow you to send both HTML and plain text emails.

    I haven’t got far enough in to see if you have to choose which one to send or if the end user can choose which one to receive.

    6/11/2010 5:24 pm
  11. I have used both, plain text and html mesages. I always create a plain text version of every email I send. In my experience the conversions are higher on html. I think this is for the same reason as video converts well. When prospect are visually stimulated there buying habits increase.

    I also think it is important that the subject of the email include a slogan or tag line as Jeff said. It’s easier for your customers or prospects to recognize your email in the crowd of emails in their inbox.

    You have to have a brand. With out it, your dead in the water.

    You can create a simple branded logo with just text or a button look for free at http://cooltext.com

    6/11/2010 6:32 pm
  12. John ~ We actually let you send either kind or both at once.

    If you send an HTML message, it’s always, always a good idea to include a plain text version in case a subscriber’s email client doesn’t display the message properly.

    And thanks for signing up! Let us know if you have any more questions.

    Craig ~ Thanks for the link!

    6/14/2010 8:32 am
  13. I also think the text is the way to go.

    6/17/2010 3:20 am
  14. Unfortunately I don’t have a logo yet. I’ve considered it a necessity for a couple of years but life has had me so distracted that it never got done. Because of this article, I a determined to give a logo more of my attention. The tips here are invaluable. Thanks for sharing.

    6/20/2010 7:55 am
  15. Hey!

    Can you make some cool template designs, with 3D elements, for multimedia users..

    Like designers, architects, VFX people… something from 2010…

    Thanks

    6/24/2010 10:25 am
  16. I read this article and the comments with great interest trying to get an answer to which is best text or HTML emails. There does not seem to be any consensus.

    I have sent 99% of my email newsletters over the last 5 years in HTML. I get about a 25-28% opening rate. I am now setting up another email newsletter and my web people (a different group) are telling me not to use HTML because they don’t get through to people.

    With my first email newsletter I am now testing it – sending it by HTML one fortnight and by text the next. After 3-4 months I will see which gets the best opening rate and stick with that.

    6/24/2010 6:44 pm
  17. Maree ~ There’s no consensus because your ideal format is going to depend on your content and your audience.

    That means you’re doing the absolute best thing you can – split testing. Let us know how it goes!

    Alexander ~ That’s an interesting idea. I’ve passed it along to our designers, who are always creating more templates. Can you explain a little more how it would work?

    6/25/2010 8:54 am
  18. hai

    That was interesting, the way the logos reflected the philosophy of the companies was good too. So effective yet so simple!

    I am changing my views on plain text emails with a little html.

    7/3/2010 11:46 am
  19. I’m having trouble sizing my logo. I drag it and drop it for a broadcast email, but it is HUGE. Any suggestions?

    7/5/2012 6:18 am
  20. Kathy, after you drop your logo in, click on it and you will see an arrow on the logo’s bottom right. You can drag that to shrink the logo. You can also resize the file on your computer and then re-upload it to your list settings. Any questions, give us a call! 877-293-2371.

    7/5/2012 8:15 am
  21. ob

    That was interesting, the way the logos reflected the philosophy of the companies was good too. So effective yet so simple!

    1/24/2013 7:37 am