About Branding and Consistency

When using the Email Editor to design an email for those who signed up to your communications, it's important to keep in mind both branding and consistency.

In this article you'll learn the essentials of email Marketing design and the benefits of clear branding guidelines.


In this article

Branding & Design Basics

Why is branding important? Branding defines your presence on the market and the digital ecosystem: it represents your business and its purpose. Whether you provide a service or different types of products, clear branding makes for successful email Marketing campaigns.

A strong brand identity will express your values to your subscribers as you communicate with them. To ensure you follow clear branding guidelines, consistency is key. A strong brand is recognisable, it maintains the same tone of voice across channels and follows a visual design pattern. Find your brand's style of communication and make sure it remains consistent, relating to your purpose.


We suggest that you review your company's branding or design style guides, and identify which colours, fonts and images are useful for multiple platforms and communication channels. Share colour codes, fonts and sizes, margins and dimensions with your Marketing team and those who have an APSIS One user in your account.

Are all of your business' domains and channels consistent? Make sure to match your email's design with your website's design and online presence. This will help ensure that different departments in your organisation are aligned in their efforts.

Need an update? Reach out to APSIS' Creative Services and request a custom Template to really capture your brand. You can request an all-new Template, or one based on existing content.


Do you link to social media platforms in your communications? Make sure you periodically refer to their branding guidelines to keep your content compliant and up to date.

Lastly, remember that it's important to stand out from the competition. A strong brand is essential to successful Marketing. Establish a vision, identify your audience, and be consistent.


Branding & Design Tips

Are you looking to adapt your email design to your brand's design guidelines?

Here's our expert advice:

1. Make an impression.

Your logo or brand name should always be at the top of the email. It's the first thing your recipients will see.

2. Use your brand's signature colours.

If your logo is blue and white, these colours should always be present in your email's design. Not only does this allow for consistent branding, but it simplifies the design process. Readers become distracted quickly: a clean, straightforward design will keep them interested. You can also use these colours for the background of the header and the footer to make a clear separation between the email's body and content.

3. Text size is important.

When sending a longer email, a font size of 14px is ideal. If your email is shorter, maybe two or three sentences, 16px might be even more effective for your Text Elements. Adjust the size according to the amount of text to maximise the impact of your message.

4. Make a statement with images!

Select images for your Image Element that pair well with the colour of the surrounding design to make them stand out. For example, if you add an image with a circular shape and a black background, change the background colour of the email to black to make the impression of a round image.

5. Pay attention to image sizes.

Ideally, they should look good in all devices. Use the Preview option in the Email Editor's Bottom bar to check for any stretching or odd placements, and change the sizing of the Elements to really give your images impact.

6. The size or length of your email matters.

Go for those images that are essential to your brand, and keep the email's size accessible to most devices and internet connections.

7. Image quality is crucial.

Are your images of good quality? Avoid pixelated, low resolution images. Attention to detail will convey your brand positively to your recipients. Remember to use the Preview option in the Email Editor's Bottom bar to see what the finished email will look like... And why not test the email, too? Check out email testing with Litmus...

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