Psychology and the effect of colors in email marketing – Customer Experience > Experience

Color has an impact on the perception and effectiveness of email campaigns. We can also talk in this case about the psychology of color, given its effect on the rate of delivery and in general on the recipient.

A few weeks ago, a friend who works at a large publishing group asked me if I had any studies to submit to support the arguments she was defending with a client. He wanted to use a black background for his email campaign. Unfortunately, I didn’t have anything concrete to present to him, but putting myself in the shoes of the recipient, I concluded I wouldn’t appreciate receiving an email that seemed straight from the 90s.

Fad or not, the fact remains that color has an impact on the perception and effectiveness of email campaigns. We can also talk in this case about the psychology of color, given its effect on the rate of delivery and in general on the recipient.

Psychological properties of colors

We all know that colors have different effects on our mood. Marketers have understood this and have used this principle in all their campaigns since the profession existed. Think about how feelings are described through colors: having blue, seeing red, being green with envy, etc.

In an article by Leslie Harrington published a few years ago on the Huffington Post, the General Manager of the Color Society of the United States explained:We interact on many levels of association with color. Social and cultural levels as well as personal relationships with certain colors also have an effect. Color reactions are also normal. For example, when we look at the color red, our heartbeat speeds up. It is a stimulating colour. It goes back to the time when we lived in caves and the red color of fire was associated with danger and warning.»

According to this principle, I sought Emotions are usually associated with the 7 main colors used in marketing :

1) red – energy – Activates energy and increases adrenaline. It is considered an energy color, to be used in rooms that require productivity, such as home offices. This color is also associated with passion. We will react this way because of our ape ancestors: male chimpanzees and baboons are attracted to females whose blushing is due to ovulation, which is interpreted as a sexual signal.

2) Orange-Fun- It represents warmth and joy and brings optimism and confidence. The color orange, associated with sunny days and bright light, brings a positive outlook on life and embodies good health while rising.

3) yellow – optimism – Yellow is cheerful, inspiring and terrifying. It is also the brightest colour. When used in a physical (not psychological) context, it can damage the eyes, and cause feelings of anger and frustration. No wonder all the cars try to run over me when I’m on my yellow shirt!

4) blue – confidence – Blue is the color of honesty, loyalty and trust. A favorite color for men, blue is a calming color and has calming properties. This may be one reason why doctors and nurses wear blue and green, especially when you consider them to be the opposite of red in the color spectrum.

5) green – growth – As it is associated with nature, green embodies growth and tranquility. Being at the center of the color spectrum, it is considered the color of balance. Green tends to be reassuring. On the other hand, nowadays, it is increasingly associated with the dollar and the dollar, and therefore with money.

6) white – neutral – White color is associated with sterility and cleanliness. Due to the images of pure white religious figures, this shade also symbolizes holiness and goodness. Since white does not impart stimulation to our senses, excessive use can seem cold and boring.

7) black – mysterious – Apart from its negative connotations such as “evil” (as opposed to white), death and darkness, black can be seen as a mysterious color, hidden from the world. That’s why I only wore black when I was 18. In color psychology, black represents power and control. According to Judy Scott Kimmis, ” Those who love black can be traditional, conservative and serious, or they can see themselves as sophisticated and generous people. With all this in mind, black can be a powerful shade, if used the right way, and for the right audience.

Apply color in email

However, what lessons can you learn from this when designing your campaigns?

Consider your product

When considering the use of certain colors in email campaigns, one must first consider their association with the brand. The main goal is to maintain the integrity of the brand. Only then can the message and the atmosphere be processed.

Recent research entitled The effect of color in marketing The Effect of Colors in Marketing has shown that 90% of decisions made about specific products can be based on color alone.

(Across KISSmetrics)

The gender of the recipient plays a role

You can, too Choose the color of your email based on the gender of the recipients. Obviously, color psychology incorporates this parameter, and some colors are not seen and felt by men or women in the same way, as recently revealed by KISSmetrics.

(Across KISSmetrics)

After thinking about the target audience, you need to think about conversion. What colors will encourage your audience to click on your calls to action? We recommend A/B (or A/X) testing because different methods may work differently for each campaign.

This is an experiment conducted by Hubspot:

Taking what we have learned so far about these two colors into account, and placing them in a modern context such as driving, where green means “go” and red means “stop”; Which of the following buttons do you think will generate the highest conversion rate?

First, green. However, the red button outperformed the green by 21%! Surprise, isn’t it? Which color to use as a call to action is an ancient Byzantine debate that will never be settled.

However, the lesson to be learned is clear: Regardless of previous research, Campaigns should always be tested before publishing. Each customer is different and may react differently to each color based on a variety of reasons such as mood, location, device they are using, color pairing, and more.

Effect of email delivery in different colors

As you already know, there are many terms that ISPs don’t really like. If these words are used in your emails, they will most likely end up in your spam folder. These are unwanted words.

But you’ll also need to consider the text/image ratio (we generally use 25% image and 75% text), formatting, and color.

Unfortunately, ISPs do not reveal exactly what exact parameters are taken into account by spam filters, but thanks to a collective research effort to discover the words that trigger the spam alert and the percentage of usage, it has been found that “Excessive use of red as a font color is one of the best ways it can be considered spam.

Red is a bright color, and its overuse in text or background usually means trying to get users’ attention. The same principle applies to capital letters, capitalized text, and symbols such as the exclamation point or dollar sign.

Most spam filters work on a points system. Each item mentioned above is assigned a certain number of points. The higher your score, the more likely the emails will land in your spam folder.

in summary

The psychology of color in email marketing can be approached from different angles. Next time you’re designing your email campaigns, keep this in mind:

  • Does the color combination of text, images, and background align with the brand?
  • Don’t you use too bright colors?
  • Were the colors that lead to the conversion of the call-to-action taken into account?
  • What impression does this letter and this choice of colors give?
  • But above all and above all, we cannot repeat it enough: “Do an A/B test Do an A/B test Do an A/B test Do an A/B test»

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