Email Design Tips: Leverage Your Logo
When 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
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’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 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
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’ 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
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?