What Is The Best Colour Scheme For Email Marketing?

email marketing campaigns, colour

What is the best colour for your email marketing campaigns?

Humans can process pictures 40,000 times faster than text. Colour also influences people’s emotions. The right colour used within your email marketing can help entice your audience to act on your call to action.

What Is The Best Colour Scheme For Email Marketing?

With colour being so important and linked to the emotional response of your audience – you would think there would be a recommended colour that would be best for all email marketing campaigns. However, this is not the case. It all depends on the goals of your campaign, your brand identity and customer expectations.

The latter of these are hard to change. If you have branded yourself with a yellow colour, then you need to remain true to that colour. This is what your audience expects and subscribers will be confused if you change without a rebranding, which isn’t always great for your business.

Minimising The Colour Scheme In Your Emails

One way to mix a colour that matches your branding and goals is to choose a colour that complements your brand’s identity. For example, if you have red branding, choosing purple for your email is a bad idea as the two colours often clash.

Choosing a complimentary colour that matches your campaign goal isn’t too challenging, though. Some colours can encourage the same emotions. For instance, white and purple can encourage creativity.

It is also important to consider the time of day you are sending your emails with your colour choices. Sending an email late at night with a very mentally stimulating colour like yellow and orange can disrupt your audience too much. They are probably trying to relax and read content that is restful. In this instance, green might be a more suitable colour.

Where the colour is going to go should also help determine your choice. If you are trying to get someone to click on a button, then action colours should be chosen. However, if you are trying to make someone read important information, thoughtful colours (i.e. black) might be preferential.

Finally, the choice of colour might need to be restricted by previous campaigns and colours already in use. Black, for example, is a colour that, if used too frequently, can be overwhelming and damages long-term campaigns.

Introduction To Colour Meanings

There are many colours on the colour wheel. It can be difficult to know which is best for your campaign. So here is a list of the major colours and what they represent. Use this as a quick guide to help you make an informed decision on the best colour for your email campaigns.

Red: A colour that is often associated with passion, excitement, and movement. This is the colour to use if you want to draw the reader’s attention to a specific spot on an email or get them to act. Red is also the colour to represent danger.

Green: A complete contrast to red, it is a relaxing colour that represents nature and health but also power. It’s the colour to use when you want to have decisiveness with your email and encourages a balance.

Blue: As can be seen in its use in everyday life, blue represents security and reassurance. It also helps to stimulate productivity but also represents peace and reliability. Along with green, blue can also represent tranquillity.

Purple: A creative colour that also represents the higher social status. Historically it was associated with royalty and luxury as well as respect and wisdom.

Black: There is a reason most texts are in black – it is because it is the colour of intelligence and authority. It can also demonstrate power and strength but can also be a negative colour if used too much.

Orange: This colour can help stimulate a sense of optimism. It is often used for call-to-actions for offers available for a limited time only as it counteracts anxiety. Therefore, it is great for attracting impulse buyers to an offer.

White: A colour that can sometimes be forgotten and is often associated with neutrality. Because it appears to be a blank space, it can spark creativity. It can also be associated with purity and cleanliness.


Colour is important in your email marketing campaigns. But you need to be careful in your selection process. Some colours will clash and others will detract from your campaign goals. Using the short guide above, you can choose the right mix for your email campaign and be successful.

What colours do you use in your email marketing campaigns? Have you experimented with colours in the past?

Let us know in the comments below.

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Araneae Technologies July 4, 2017 at 10:49 am

Good information about Email Marketing. It’s more useful for Email Marketing user

Thanking you

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