How Corporate Newsletter Design Boosts Brand Recognition


orporate newsletter design presents so much more than content to your reader. Do it right, and it gives your brand invaluable impact. First-time recipients become loyal subscribers who look forward to your company newsletter.

Ordinary mailings rarely get beyond that dreaded click on the delete button. Often because of their poor design or inconsistent branding. However, a few design basics can get you started on the right foot.

Incorporate these tips into your design process and you’ll breeze past that delete button because your newsletter incorporates all the elements of smart design.

It’s easier than you think to maximize brand recognition and ramp up subscriber conversion. With the right template and our 7 power tips, you’ll be able to design newsletters that consistently do both.

What Are Corporate Identity and Brand Identity?

You understand your business inside out. You know what the company stands for, and you’re proud of standing out within your industry.

This sense of identity as a unique enterprise is a type of business personality. It informs how people perceive your company. It’s supported by visuals such as your logo, print brochures, newsletter mailings and website design.
Whether it's represented by a stand-alone symbol, the company name or a combination of graphics, your brand sets you apart from the competition. #newsletterbrandingtips Click To Tweet

Your brand connects that identity with first-time readers and loyal subscribers. Whether it’s represented by a stand-alone symbol, the company name or a combination of graphics, your brand sets you apart from the competition.

Brand ID makes your corporate ID instantly recognizable.

Why Do Brand and Corporate Identity Matter in Email Design?

Unlike an internal newsletter, an email newsletter reaches out to potential customers. Its design communicates your brand personality. It triggers awareness and captures attention.

People checking their email simply don’t have the time to focus on anything that isn’t compelling.

A well-designed business newsletter gets you over that hurdle. It becomes an extension of your website and an invitation to click through and learn more. By reinforcing brand recognition, a solid newsletter design serves as one of your most reliable marketing tools.

Content always counts, but the first inbox impression after the subject line is visual. #emailmarketing Click To Tweet

Content always counts, but the first inbox impression after the subject line is visual. No matter how good your content is, if it isn’t well packaged, your contacts won’t bother with it. Effective email design instantly conveys both your brand and corporate ID. You engage the reader, draw in genuine interest and turn it into subscriber conversion.

7 Newsletter Branding Tips That Power Up Conversions

You don’t need a degree in graphic design to produce a powerful, well-branded newsletter. The best corporate newsletter designs are built on basic elements. A user-friendly newsletter template simplifies the process.

Tuck these 7 branding tips into your digital toolbox. Before you start, browse through a gallery of email template examples. Notice how the principles of consistency, placement and color work with different mailings.

Inspiration is just a click away.


Keep Your Layout Consistent


A newsletter contains visual language. It speaks to readers with graphics, fonts and pictures. Placement of your header, body and CTA makes a difference in how well recipients interact with your message. As you structure your email newsletter templates, focus on coherence in these elements.

Keep it all consistent – both within a single newsletter and across multiple newsletters.

You’ll have minor variations across mailing campaigns, but stay within an established framework. Use the same font for your content. Anchor headers in the same location. Stick with a color palette that reflects your strong brand identity.

The simplest way to ensure consistency and save you time in the design process is to use a template to create newsletters. This lets you set up a design, play with different elements and lock things in place.


Make Your Logo Impossible to Miss


This tip isn’t about size. It’s about placement.

When you develop design ideas, don’t overthink logo location. Instead, think about how you read. Your eyes travel from left to right across the page. Follow that same principle for logo placement.

👉Apply these guidelines for logo placement

  • You want your company’s logo to stand out right away
  • You want it at the top of your mailing for maximum visibility
  • You want it centered or positioned to the left

You can even mimic your website header in the company newsletter header. This popular email design technique is the equivalent of inserting your website into an inbox. It delivers instant brand recognition.
You can mimic your website header in the company newsletter header. It's like inserting your website directly into the reader's inbox. #newsletterbranding Click To Tweet

Make the most of one of your most important marketing tools.

Make your logo impossible to miss by making sure it anchors the top of your newsletter template.


Bring on Your Brand Colors


Blue is always a popular choice. It conveys security and trust. You might prefer a sophisticated shade of purple associated with luxury services. Red plays a prominent role with products that evoke excitement and energy.

Whatever colors you’ve chosen for your visual identity, use them in your email marketing to make your brand instantly recognizable.

This might seem like one of the more obvious newsletter design tips, but you need to think about how to effectively apply your colors to an HTML email. There are many options for incorporating color here.

In addition to font color, heading color and button color, you also have the option to play with background colors.

An HTML email often features two vertical blocks of color on each side of a centered text body. It’s a reliable layout technique that works across all devices. What’s more, it really pops when you fill in the elements with your brand’s colors. Most brands use white or gray for the vertical color blocks. But just because most brands do this doesn’t mean you have to, as well.

Working with a template lets you test different color applications from background gradients to fonts and CTA buttons.


Choose Language That Expresses Brand Personality


The content in your newsletter needs to speak in a way that lets your brand personality shine.

What you say counts. How you say it counts even more.

👉 You might not think of yourself as a wordsmith. If the idea of crafting your message seems a little intimidating, don’t worry. It’s easier than it sounds.

If you think of your brand as somebody you meet at a cocktail party, what would they be like? There are a ton of excellent exercises out there for understanding your brand voice.

Once you’ve established your brand language, keep it consistent.

Your newsletter’s content should speak directly to readers and convey the familiarity they associate with your company. They’ll become comfortable reading your “voice” and confident about clicking on through.


Work With Fonts That Actually Work


Even the best email newsletter design can’t stand up to bad font choices. This is partly a matter of topography style or personal preferences. But even more so, it’s a matter of display within email clients.

Email handles fonts in a way that makes the process complex. Fonts that work on websites don’t always make the transition to targeted inboxes.

That’s why the safest way to go is always to use cross-platform system fonts, also called web-safe fonts, which are the fonts preinstalled on computers.
For HTML email, stick with system fonts that render dependable results. #emailmarketing Click To Tweet

Stick with system fonts that render dependable results.

Here’s a list of reliable fonts that will render without a problem in most inboxes.

👉 If you find working with so few font options limiting, trying mixing and matching header and body text. Or get in touch with us to learn about the customized email templates we can create for you. A custom template lets you head off font problems that put off potential subscribers.

If you’ve heard of web fonts (600+ license-free fonts created by Google), note that these won’t work in all inboxes. Some email providers render web fonts such as Open Sans and Playfair. But not all! Yahoo and Thunderbird, for example, won’t render any web fonts. Gmail used to not display any, but as of 2018, it will now render two of them (Google Sans and Roboto). Overall, web fonts are a less safe option but still a viable one.

Whichever font you choose, make sure it matches your brand image, and use it throughout your newsletter template.


Keep Images Consistent With Your Website


The images in your mailings create visual newsletter content. They add impact to text and support your message.

Make sure images strengthen the connection between subscriber inboxes and your website by keeping them consistent across both channels.

This type of visual harmony makes your job easier too. By working with a selected set of images within a template, you streamline the editing process, and that saves valuable time.

It’s important to include ALT text image descriptions in your newsletter layout. By providing visual content in a text-based format, you offer a useful and often appreciated alternative to image display.


Boost Conversions by Matching Your Branding to Your Landing Page


Your newsletter email campaign has several goals. You want it to make a first impression that keeps it safe from the delete impulse. You want it to draw in reader interest. You want it to put your brand front and center.

Most importantly, you want to generate click-throughs from inboxes to your landing page. This stand-alone, campaign-specific page serves as your sales page and generates revenue.

When a newsletter recipient hits your email CTA or subscribe button, the results shouldn’t jar, shock or surprise. Ideally, the transition from inbox to landing page shouldn’t even register. When a newsletter recipient hits your email CTA, the results shouldn't jar, shock or surprise. Ideally, the transition from inbox to landing page shouldn’t register. #emaildesign #emailmarketing Click To Tweet

This type of reader experience is famously referred to as “the user is drunk” concept. It’s an entertaining principle that describes the difficulty of capturing user attention. When a subscriber doesn’t immediately recognize where they are, they’ll click away. The user is as impatient as a blurry-eyed drunk.

A lot of email marketing misses the mark because the shift from the email to the website is jarring.

Solid newsletter design delivers a seamless click-through transition by reinforcing brand recognition. Users feel comfortable, and that keeps them focused on your landing page

👉 Boost conversions by synchronizing your email and landing page with these critical elements:

  • Consistent layout and formatting
  • Your company logo and title
  • Colors specific to your brand
  • Language that brands your content
  • Images that display across both channels

Maximize results by telling a story with your email. For example, if your newsletter contains links to your blog posts, make sure you insert the break where the recipient has to click at the most dramatic moment. Play up the cliffhanger so they want to read more. Make it clickable, and make sure the results on your landing page consistently reflect the branding you’ve built into your corporate newsletter.

You now have a corporate newsletter that increases both subscriber conversion and brand recognition.

In Sum . . .

You can do this. It really is easier than you think. Emails are a great way to make yourself recognizable with a strong corporate identity.

Jump-start the creative process with a user-friendly newsletter template. Stay inspired with design ideas from industry pros. Stay on target with branding tips that power up conversions.

Turn your campaigns into powerful mailings that readers look forward to receiving. They know when a newsletter comes from your company because you’ve made it your own.

You’ve developed coveted brand recognition and maximized it into increased subscriber conversion. Give yourself a round of applause. You’ve earned it.

About the Author

Mara Taylor
Online Marketing Manager at Newsletter2Go

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