Digital Marketing

Use the Right Colors in Your Email Campaigns

Marketing is about communicating clearly and effectively. It is not hard to see that colors play a significant role in this process. This is true for email marketing as well. It has been a long time since we switched from text-only email to colorful HTML email templates, which look like miniature websites. Although there are improvements being made in creating Mailchimp and Pardot HTML templates that offer similar functionality to websites, your color scheme is still the most effective visual communication strategy for an email marketer.

For decades, psychological and clinical research has been conducted on colors. Every brand in the world focuses on using color to connect with customers. Nearly every food chain around the globe tries to capitalize on the combination of yellow and red.

Red is known to stimulate appetite and attract attention. Yellow, on the other hand, signifies warmth and friendliness. This article will help you understand the intricacies of using the correct colors in your email campaigns. Let’s get started:

You must choose colors that match the infographics, depending on the purpose of your email and the brand colors you use. Most companies consider color psychology when building their brand. Emails are often the same.

This color scheme will also guide you in your color selection process. However, you should understand that not all colors of your brand can be used in every message you send. In the following section, we will discuss the basics of choosing a color scheme for your email.

Use to Emulsify Your Brand Colours in Your Email Template Color Scheme

Your brand colors will be the main component of your email templates, but this is not always true. Sometimes you may want to use your brand colors as your main colors in your email templates. Other times, you might choose to use a different color palette that matches your brand’s color scheme. These tips will help you ensure that your brand colors are correctly emulsified into your email template color scheme.

Establish Your Goals

You must first have a clear understanding about what you are trying to accomplish with the color palette that you use in your email templates. You can increase brand awareness by sticking with your brand colors, and any other color schemes that are easily recognizable as part of your brand.

To determine which color scheme is most effective for the sender’s intention, you can use the color-emotion chart above and perform A/B Split testing. Based on the results, you can determine the best color scheme for your purpose. This will allow you to create a standard email format that can be used by different senders. It also allows recipients to identify the purpose of your message.

Combining Colors

You should not use too many colors in your email templates. This could lead to a confusing and distracting design. Your use of colors should be consistent with a visual hierarchy that makes it easy for subscribers to read the email. To keep the color scheme complimentary, stick with colors that are on the opposite side.

Even if you’re willing to use a dual-tone scheme, make sure your CTA button is bright and vibrant. You should ensure that your email template color scheme has a high degree of contrast, but it shouldn’t take up more than the screen size.

Don’t Forget Readability

Email designers often get too obsessed with color schemes and forget to keep the email readable. You may find yourself in a position where your email template is too complicated and you have to go through it again.

Implementing Color Universal Design (CUD), as part of your email design strategy, is one of the easiest and most effective ways to avoid such situations. This helps to keep your color scheme consistent with best practices for readability. It also allows you to implement best practices such as high contrast and making your emails compatible with people with different color blindness.


It’s more important to understand the purpose of your emails and not just focus on their aesthetics. This single point will help you greatly improve your email designs as it will allow you to use color psychology. It is important to constantly evaluate the reactions of your subscribers to different color schemes, and adjust your designs accordingly. You want to choose color schemes that are most relevant to your subscribers, and vice versa.

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