It’s a good idea to use your branding consistently throughout your communication. Especially when you’re picking out media aimed at generating click through to your website.

In general, the way your readers look at your email is divided into three levels.

1. They get a general impression of your email or landing page (+/- 1 second).
2. They scan your email (1 to 4 seconds).
3. They read your email.

Consistent branding has a huge impact on the first level. Your readers get an immediate impression of your communication through the colors, fonts and images you’ve used. When they click through to the landing page, that branding should be instantly recognisable. Chances are your visitor will focus on the CTA you mentioned, and spend less time figuring out if he landed on the right page. Sounds obvious? We agree. But you’d be surprised how many landing pages break with branding of the email that lead to them.

Let’s take the tipmail we’ve sent you as an example. A week ago, we launched our brand new website at www.emailgarage.com (we’re really proud of its responsive design, but more about the advantages of that in one of our next tipmails). This means that we’ve had to adapt the design of our tipmails to our revamped website. We made sure that branding and style are neatly aligned throughout our communication. Feel free to check it out!

Easier said than done?
Not at all, just follow these 4 easy tips to make your branding more consistent

1. Background
Make sure that the background color of your email corresponds to the one used on your landing page or website. This is one of the key drivers for a first impression. In our own case, we used a clean white background to make our design clear and easy to scan.

2. Visuals and colors
Of course it’s okay to bring some variation into your visuals. But make sure you keep the style similar and instantly recognisable. At EmailGarage, we now use that cool new pixel art in all our emails as well as on our website and in printed material. Same goes for colors: stick to your corporate ID.

3. CTA
It’s useful to highlight your CTA’s in a specific style. In our case, we’ve highlighted the key parts with a smooth grey background. It’ll be hard to miss them.

4. Font style
Email communication, landing page, website … use the same font(s), regardless of the channel you’re choosing.  You wouldn’t want your contacts to get confused, would you?
Bonus tip! Implement the key take aways from your website in your email template. By doing so, your reader will immediately see what your main assets are. We at EmailGarage like to keep the focus on our email marketing tool and services - also the key elements of our website.

Conclusion: Consistency helps your readers recognize your brand easily and gives them a better reading experience throughout your communication.