Beefree blog

10 Creative Ways to Use Color in Email

Beefree team
Beefree team
Oct 26, 2020
10 Creative Ways to Use Color in Email
10 Creative Ways to Use Color in Email

Consistently and creatively using color in email is one of the most important things you can do as an email designer or marketer. Our brains can process visual information 60,000 times faster than text, and color is a major factor in how we evaluate what we’re seeing. Up to 90% of product assessment is based solely on color. In one case study, a company saw a 20% increase in conversions just by switching a call-to-action button from green to red!

It’s clear that color has power. But how can we harness that power in email? Read on for 10 creative ways to use color in email, with design inspiration from brands doing it right.

1. COLOR YOUR ALT TEXTALT

text is the text that shows up when your email’s images don’t appear. This happens because your subscriber has image-viewing turned off or because the images are too large, making them slow to load. It’s an email design best practice to always use ALT text so that readers who don’t see images still get your message. Here’s how ALT text typically looks (on the left) and how the same email appears with images (on the right):

It’s clear to see why it’s not wise to send an email that’s entirely made up of images — it really won’t look good if the images aren’t there. But if you’re sending image-heavy email campaigns, you can style ALT text, too. Check out how much better the ALT text looks in this email (on the left) with background colors added (email with images loaded appears on the right).

Color your ALT text to improve your email’s design, even without images.

2. ORGANIZE CONTENT WITH COLOR TABS

Small color tabs or labels can improve content organization, helping readers skim your email. We’ve seen quite a few brands consistently use this technique to add order to both text and image content. One of the great things about these small splashes of color in email is that they’re not images. Using an HTML background color means they’ll always show up.

In this email newsletter, Robinhood Snacks uses small green tabs of text to categorize each story. “Tappy” and “Aww” denote must-read and adorable content:

These colorful tabs are small and unobtrusive. But they still do a good job of segmenting the stories and giving readers a bit of extra information.

3. GO ALL IN ON A COLOR SCHEME

Complement the photos in your email by reflecting their colors in your headers and CTA buttons. This is a great technique for product emails. The approach unifies the aesthetic of the email and offers a cohesive, contemporary look. You can even match the exact HTML color from an image or graphic by using a quick web tool like HTML color codes. Here’s an example from Draper James:

The product that’s being showcased is a dress in vibrant tones of lilac, lavender, marigold and fuschia. The text below the image is written in the same colors as the dress, helping tie the email together.

4. ADD COLOR BLOCKS TO YOUR PHOTO COLLAGE

Mix up your email’s photo gallery by adding text blocks with flat HTML background colors. The approach breaks up images and adds a sense of cohesion to photos, like in this example from Michael’s.

Make sure the color blocks are plain text with background colors (not images) to improve your text-to-image ratio. And don’t forget to make it responsive!

5. DIVIDE CONTENT WITH COLOR

A lot of emails have a white background. Often, this makes the content feel a little lighter, cleaner and less cluttered. It also makes high-contrasting black text easier to read.

But all that white space leaves plenty of room to get playful with color in email when it comes to separating and organizing your content. We often see this approach when modules of an email have different background colors to visually separate them, like in this email from Melissa & Doug.

It’s clear where the first section of this email ends and the second one starts. The visual separation can help your readers navigate the content.

6. GET CLEVER WITH COLOR IN TEXT

There’s no rule that says the plain text in your email needs to be black. As long as it contrasts enough against your background color, it’s okay to leave the black font behind and play with color. Fusion uses an on-brand aqua-and-purple color scheme to liven up their listicle emails. It’s a nice break from the black font we often see, and it also serves to organize the email. The consistent use of aqua for headers and purple for sub-headers allows the reader to skim this email more easily.

The New Yorker takes a more subtle approach when it comes to color in email by adding red text above each headline. The text categorizes each article and pops just enough to catch the eye.

7. CREATE CONTRASTING COLOR CTA BUTTONS

One of the most powerful ways to use color in email is in your call-to-action buttons. CTA buttons should visually pop out from the rest of your email — a reader scanning your message should be able to instantly identify where the CTA is. And color is a great way to do that! But it’s all about balance. Your button should also be on brand and simply styled.

Most brands choose a color that’s within their brand color palette and matches the aesthetic of the particular email. Often, the button echoes the header design in color. Here’s how Cratejoy uses the same blue color of its logo for many of its CTA buttons:

It’s so easy to spot, and it’s bulletproof — a must!

Another way to use color to make a CTA button stand out is to make the module that contains it a distinct color, like in this example from Can’t Clutch This.

If you’re scrolling through this email, two of the CTA sections immediately stand out because of the pale pink background color compared to the mostly white email.

8. USE A COLOR OTHER THAN BLUE FOR LINKS

Readers don’t need the classic bright blue text to know text is linked. Get playful with color in email. Capitalize on branding your email by using an on-brand color for links. Here’s another Robinhood Snacks email that adds a few green keywords here and there to easily call out links to readers.

Similarly, the Mic Check newsletter uses their brand turquoise color in both headers and for links. Against the otherwise all black-and-white email, the links easily stand out.

In this newsletter, Tech Crunch does the same thing. Against the otherwise all black-and-white email, the links easily stand out.

9. USE BACKGROUND COLOR FOR HEADERS, FOOTERS, AND ADS

HTML colors are a great tool for content organization in email: They render across all inboxes (unlike images), they take up less than one line of code and they’re easy to implement. By assigning different background colors to different modules of your email, you organize content and provide a seamless reading experience for subscribers. Using an HTML background color as your header is an excellent alternative to using an image (which may not render). Here, the New Yorker uses a tan background color to distinguish a paid post from the rest of the email.

10. GO COLORLESS

One final tip on how to use color? Don’t use it, especially if it’s a regular part of your email design aesthetic. Instead, try an all black-and-white email. Without color to help you call attention to links and CTAs and to help you organize content, you might be forced to simplify, streamline and improve your design in ways you wouldn’t otherwise think. Here’s a B&W email from Converse that we love:

WRAP-UP: GET CREATIVE WITH COLOR

Get creative with color in email by using the BEE email editor. Our drag-and-drop editor is the perfect way to play with background colors, headers, CTA buttons and more, cycling through a rainbow of options before you hit send. Use the BEE editor for free today to create beautiful emails for your subscribers!

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Now, let's be honest—you’ve likely heard about all of these rotating for the last few years. While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 

Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns.

Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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