Category: Email Marketing
Where do you check which corporate colours you have to choose for your email marketing campaigns? Do you know what kind of images or emojis are suitable for your newsletter? All the answers are located in the same document: a style guide. It is where you will find the necessary references so that all brand communications are coherent, including those sent by email.
A style guide includes not only where the logo should go or design ideas but also copywriting considerations, such as how to address customers (in a formal or informal way?). Each company creates its own style guide with general recommendations that work either for websites, landing pages or even social media, for example: what kind of illustrations are preferred; how to write numbers and abbreviations; or which acronyms are accepted.
Although the starting point is common and must be respected in order to be consistent with the brand, special features of each channel must be taken into account and small adaptations should be made. That is why more concrete specifications are included, such as the applications of the style guide for email marketing that we are going to review.
Let's start with the design of the template:
The template editor of your email marketing tool will help you to create several templates so that they always arrive in the inbox with a style aligned with your brand. For example, with Acrelia you can set blocks or also reuse templates.
When it comes to writing the campaigns, you need to consider questions such as:
In general, the style guide also covers the tone of communication, e.g. more or less informal, or humorous on certain occasions.
The style guide document is not the place where email marketing strategies are set, but it can still include some general indications to reinforce concepts such as:
This is a good time to keep in mind that every style guide is different, although ideas from other companies may be used, either because they stand out visually or because of their copywriting. In any case, the aim should be to test and incorporate these proposals into the strategy.
We have asked you many questions and only you have the answers. Write your guide answering them and include examples so that there is no doubt, both of good practices (general and specific for each element we have seen) and of mistakes to avoid. This way you will always send messages that respect both the brand image and strategy.
Finally, a section that should include the style guide is a contact person to consult in case of doubt. It is usually someone who knows well the advantages of email marketing and web designers, so it can be a bridge between the two worlds to avoid risks and do not send something incorrectly.
Having a style guide is very practical for a consistent digital marketing strategy over time. It's a long-term commitment that can be built at a stroke when you build your brand or as you go along as you need it. If your company doesn't have one style guide yet, you can start by reviewing your latest mailings and jotting down what they have in common to build it little by little.
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