Email Marketing News
Branding guidelines "essential" in email marketing
Tuesday, 14 October 2008It is important for businesses to set out and stick to branding guidelines when undertaking an email marketing campaign, an expert has said.
Email Insider's Jaime Senior wrote in a blog post that such guidelines can help to keep the look and feel of a brand consistent across a variety of channels.
However, he noted that companies tend to overlook branding for emails, preferring to focus on rules for print and website communications.
Email guidelines are important as there are considerations such as which fonts users are likely to have installed on their computers, page width and spacing to take into account, Mr Senior said.
"If you want to go through two rounds of revisions instead of eight or nine and time is of the essence, having some of these things defined up front saves time," he asserted.
Nicholas Einstein of Datran Media recently wrote on the Email Experience Blog that email marketing can play a key role in developing brand awareness, as well as to simply sell products.