How Color Choices in Your Email Impact Engagement and Conversions

There are—quite literally—millions of colors that the human
eye can perceive. That means there are innumerable color palettes
people can use to communicate their feelings or desires.

Color psychology can be an effective strategy for email
marketing, but with all of the possible color options and the
multitude of human emotions, it can be challenging to figure out
where to start.

You might be wondering how color choices in your email impact
engagement and conversions. Colors can influence behavior, so
it’s worth understanding how that works.

Before you craft your next email campaign, review this guide to
making the right color choices in your marketing efforts.

How is color associated with feelings and decision-making?

Color psychology is a fascinating study that looks at how color
influences the way people feel and act. Colors often appear
differently from person to person, but each color is associated
with a different set of
emotions
or perceptions.

In the United States, colors can be a powerful tool for driving
behavior. Common color psychology associations include:

  • Black: a color associated with luxury and
    impulse, black conveys a sense of power and status.
  • Blue: often used by financial institutions and
    businesses, blue exudes a sense
    of trust
    and security.
  • Green: the easiest color for your eyes to
    process, green is associated with wealth and relaxation.
  • Orange: an appeal to aggressive impulses,
    orange is the color for your CTAs.
  • Pink: marketed toward traditional shoppers,
    pink marks romance and femininity.
  • Purple: sometimes associated with royalty,
    purple is both calming and soothing.
  • Red: projecting energy and a sense of urgency,
    red increases the heart rate.
  • Yellow: conveying optimism and youthfulness,
    yellow is the color to grab attention.

This is an important consideration for email design—it’s
also something to consider for your logo, other marketing copy,
products, and website.

How color choices in your email impact engagement and conversions

Beyond basic color psychology, color and are critical to driving
engagement and conversions. They have the potential to sway
customer emotions and encourage them to purchase your products or
services.

Color can measurably influence your conversion rates
through:

  • Brand awareness: your brand is critical to
    your business, which means your logo is too. Using the right colors
    in your logo and marketing copy can inspire consumer confidence,
    and it leads to an 80% increase in brand recognition. In some
    cases, brands even trademark
    unique colors.
  • Product marketing: the color of the products
    you sell and your marketing copy are as important as your logo.
    Product color is the primary reason that 85%
    of shoppers
    purchase specific products, while visual
    appearance, in general, is the most important factor in their
    decisions.
  • Click rates: a popular A/B test from a few
    years ago measured how the color of a button impacts the click
    rates in an email. The test looked at the green and red CTA buttons
    that lead to the same landing page. The green button had 21% more
    clicks
    than the red button.

With such a significant impact on buyer decisions, color
psychology plays a crucial role in influencing your customers. It
permeates every aspect of your business’s marketing efforts.

Examples of how color choices in your email impact engagement and
conversions

Between the significance of color choices and the impact of
color on emotions, you’re probably wondering how to approach
email design. Review these examples of how
color choices
in your email impact engagement and
conversions.

1. Casper: building trust and security in blue

Blue, which is a cool color that creates a sense of security, is
one of the most common colors used by big brands and email
marketers. However, it can also lead to feelings of sadness, so you
need to be careful about how you use it. Check out this example
from Casper, a mattress company whose brand uses the color blue—a
nod to nighttime—in all of their email campaigns and marketing
copy:


Blue is an excellent choice for brands that want to solidify their customer’s trust.

Source:
Really Good Emails

Takeaway: blue, which is the color of choice
for big names like Ford, Samsung, Chase Bank, and Facebook, is a
popular choice for brands with a global customer base. Use it in
emails when you want to build trust in your organization.

2. REI: summiting mountains in earthy tones

Not every brand is so easily recognizable by color, but they
might use it wisely in their email campaigns. REI is a popular
outdoor gear company that sends out marketing campaigns
highlighting new products, upcoming events, and outdoor news. Since
they use a lot of images that feature majestic landscapes and gear
in bold colors, they stick with a
neutral background
and palette to keep the email clean.

Neutral colors help keep an email clean when it features multiple colorful graphics.

Source: Really
Good Emails

Takeaway: while neutral colors like brown
aren’t exactly exciting and don’t call up any strong feelings,
they are appropriate when you’re
incorporating graphics
that might clash with vibrant hues. Use
your email content as a guide to choose the best palette.

3. Taco Bell: big brand recognition in purple

Though purple is one of the least-liked colors by men, that
doesn’t mean it’s off-limits when you want to appeal to a wide
audience. If you’re one of the few in your industry using a
specific color, as is the case with Taco Bell and the fast food
industry, it can help bolster your brand recognition. Take this
example from what’s arguably one of the most popular fast-food
chains in the United States:


Purple is a bold choice for brands that want to be easily recognized.

Source:
Really Good Emails

Takeaway: while things like biology, gender,
and our attachment to objects of a certain color can impact our
feelings, culture, experience, and context can all influence how
you perceive color. It’s okay to break the mold and get creative
with your color palettes when it makes sense.

4. Barnes & Noble: easy relaxation in green

To some people, green can inspire images and feelings associated
with the outdoors, but, to others, the color is relaxing.
Capitalizing on the relaxation element, Barnes & Noble uses its
signature green color in all of their email and marketing copy.
Since many people feel that reading is relaxing, the use of
green
is particularly compelling in this email example:

Green conveys a sense of relaxation, as well as feelings of being in nature.

Source: Really
Good Emails

Takeaway: the correct application of color will
vary from business to business, industry to industry, audience to
audience. Find ways to match your color palette with your brand’s
purpose, as Barnes & Noble did by using green to inspire
relaxation among readers.

Best practices for using color in your email marketing campaigns

If you’re new to using color psychology, you might be unsure
of where you should start. Color can be intimidating to some
people, and, if used incorrectly, it can be jarring and unappealing
to your audience.

Before you create your next email campaign, review these best
practices for using color in your marketing emails:

  • Understand your audience: Culture, texture,
    and context all impact how your audience perceives color. While
    purple represents royalty in many countries, it can represent death
    in Italy, for example. Gender is another area where color can make
    a difference. Purple is a common favorite color among women but is
    one of the least-liked colors by men.
  • Narrow your palette: Depending on factors like
    your logo and other images, you may want to use more than one
    color. This can be a great way to grab your reader’s attention,
    but it can also be overwhelming. A common approach is to use the
    60:30:10
    rule
    , where 60% of your palette is a single color, usually
    neutral, 30% is a complementary color and 10% is an accent
    color.
  • Test your email campaigns: Even the best email
    marketers need to see how their email campaigns perform. You can
    use
    A/B testing
    to determine which colors generate the most clicks
    and which lead to the most conversions. If you segment your lists,
    you might find different click and conversion rates for different
    lists. This is a critical step in determining your future email
    strategy.

These color psychology best practices will help guide you
through the process of creating your next email campaign.

Wrap up

Using color to influence your customers’ behaviors can be
challenging. There are thousands of shades, hues, and tones, and
there are dozens of factors that impact how your audience perceives
color. Fortunately, you can use these key takeaways to enhance your
color psychology strategy:

  • Determine the tone and voice of your email campaign
    before you narrow down a palette.
  • Use color to solidify brand awareness and complement
    the other graphics you use.
  • Explore using blocks of color, vibrant CTAs, and bold
    buttons in your email campaigns.

Even if you prefer to send simple, black-and-white emails, you
can add pops of color to help boost site traffic and improve your
conversion rates.

Want a tool that can help you measure the results of
your email campaigns?
Campaign Monitor
has powerful tools you can use to A/B test
your email color choices.

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How Color Choices in Your Email Impact Engagement and
Conversions
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Source: FS – Email Marketing Blogs!
How Color Choices in Your Email Impact Engagement and Conversions