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Design Tips for Using Background Colors in Email

Beefree team
Beefree team
Jul 5, 2023
Design Tips for Using Background Colors in Email
Design Tips for Using Background Colors in Email

How do you add visual interest to your emails? If you’re like most brands, you probably rely heavily on product images and graphics. There’s nothing wrong with that. But you might be overlooking an easy way to create more engaging marketing emails: Email background colors!Background colors can organize content and establish hierarchy. When they’re used behind images, they can even reinforce your design when image-viewing is turned off. In fact, color can improve audience comprehension by 73% and, according to the same study, marketing with color is read 42% more often than marketing in black and white. Plus, HTML background colors render across all inboxes and are easy to create.

Email background colors can organize content and reinforce your design. Plus, they're easy to create!

Many emails will maintain a white background and reserve color blocking for headers and footers. This visually separates intro and outro content from the body of the email. Here’s an example from Crate & Barrel that uses a white and gray background in the body of the message, but includes a pop of red in the header.

email CSS background color

Using a simple color palette and incorporating plenty of white space are best practices in email design. But there are also emails that pull off background colors in a fresh and inspiring way — and not just in headers or footers.

Tips for selecting email background colors

Here are a few key tips for using email background colors creatively in email, with inspiration from brands that aren’t afraid to go bold with color.

#1 Select a color scheme 

You want your email to look visually appealing and professional, so instead of simply choosing one background color, you want to choose a full color scheme of 3-5 coordinating and contrasting colors. There are a few things to keep in mind for your color scheme:

  • Keeping your email’s image inline with your branding
  • Creating the feel you want for your email (e.g., an exciting feel vs. a formal, corporate feel)
  • Matching colors to your content (e.g., bright colors for a summer sale or colors that align with the holiday or event your email is highlighting)

Consider how put-together this email looks because of its color scheme:

happy world emoji day email template example

#1. Combine images and background colors

Emails that are made up entirely of images (with little to no plain text) are problematic. Some people won’t be able to see an image-only email at all because of their email client settings. Image-only emails often end up in spam folders or don’t get fully downloaded. And they aren’t mobile-optimized, either. That’s why we always insist that effective emails have a balance of images and plain text (at least 500 characters of text).Check out this email from Moo, a website that helps you design and print business cards, first with image-viewing turned off:

Screen Shot 2016-02-16 at 4.17.23 PM

And then with images turned on:

Moo

Once the images are viewable, we can see that most of the top portion of the email is plain text, while the second half is an image of a stack of business cards. But put together, it looks like the email is a single, solid image. The two modules of the email seamlessly flow into each other through the use of the deep purple email CSS background color.

Moo markup

This design tactic is clever. It allows Moo to use color in a simple, striking way to build an email that has a single visual focus (and looks like one cohesive image or module). But it simultaneously allows Moo to avoid sending an image-only email.To pull off this kind of message, three elements of the email need to match:

  1. The background color of the photos
  2. The HTML background color of the plain text section
  3. The background color of the ALT text when images don’t appear.

If you don’t know the HTML color code of an image or graphic, a web tool like HTML color codes will let you upload a photo to determine the colors used.Moo’s email is also optimized with email-safe text and bulletproof buttons that will always render. And the styled ALT text background upholds the structure of the design, even when images aren’t viewable. It’s a great way to make background colors work with your product photos to create a bright, bold email that’s eye-catching and a change of pace from a sterile white background.

#2. Use a single background color for the entire email

It can be tough to break away from the typical white background, and using a background color throughout your email can significantly change the impact it has on readers. So when you’re using color in a way that can potentially be pretty overpowering, like top-to-bottom in an email, it’s wise to think about the feeling you want to evoke first. Brands that do this well often choose a branded color that’s a light shade.Here’s an email from Chobani that uses its pale tan brand color as the background:

email with css background color

A uniform non-white background color works well here (and looks great) because contrasting font and link colors are used so all text is easy to read. Plus, the pale shades act similarly to a white background: They help the email feel light and airy.

#3. Separate content sections with background colors

One of our favorite ways to use vibrant email CSS background colors in email is section by section. It’s one of the most effective organizational uses of color, making clear where one section ends and another begins. We recently received an email from Draper James that’s a great example of this. The blue, white and pale peach sections clearly stand out. The colors are on-brand and complement each other, and it’s easy to navigate the message to find what you need.Similarly, Otherwild uses bold background colors to separate different modules of its email. The blue, green and orange match the products shown in the photos, helping the merchandise stand out. Incorporating email CSS background colors in sections is a great way to visually break up long emails and keep the reader scrolling.

color blocking in email

The blue, white and pale peach sections clearly stand out. The colors are on-brand and complement each other. And it’s easy to navigate the message to find what you need.Similarly, Otherwild uses bold background colors to separate different modules of this email:

color blocking in email

#5. Design an inclusive and accessible-friendly color scheme

Your color scheme can make or break the accessibility of your email in ways you may not realize. For example, people with visual impairments will have a hard time reading your email if there isn’t enough contrast between the background color and the text color. Another important consideration is how your color scheme will look to people who are colorblind. While there are different types of colorblindness that will impact readers in different ways, some general rules to follow include:

  • Avoid a color scheme of reds and greens - especially placing green text on red backgrounds and vice versa.
  • Blue and red hues contrast well for most people with colorblindness, so this is an excellent starting point for your color palette. The same is true for yellow and orange.
  • Include a combination of light and dark colors - while people with colorblindness may not see the same hue, they will see the same darkness as others, so this can help them understand your email.

Remember that chances are that you have people on your email list who have either color blindness or visual impairment - color blindness affects an estimated 300 million people worldwide and 2.2 billion people globally have visual impairment. Always design your colors with inclusivity in mind.

#6. Use an email editor to add HTML background colors without coding 

Using HTML to create background colors in your email is an industry-wide best practice. Each email program your recipients may be using (Gmail, Outlook, etc.) interprets email data differently, but HTML background colors will translate properly in all mainstream email providers so more readers see what you want them to see. Don’t know how to code HTML? No problem! An email editor gives you a user-friendly design interface and translates your design into HTML so you get the benefit of HTML background colors without the coding work.

FAQ: Email background colors 

Have some questions about how to implement background colors into your emails and inboxes? We’ve got answers! Check out these commonly asked questions.

How do you change the email background color in Outlook?

Outlook is designed for sending individual emails rather than mass emails such as email marketing. Still, you can customize your Outlook emails by changing the background color. With the draft message open, click on “Options” at the top of the window and click “Page Color.” This will let you customize the background color.

How do I change my Gmail email background color?

Gmail doesn’t allow you to set a background color in an email you are sending. You can, however, change the background color of your Gmail interface. Click on the gear icon in the top right corner and click “See All Settings.” In this menu, click “Theme” and choose a background image or background color.PRO tip: Beefree is compatible with both Gmail and outlook. That means you can easily design email assets in Beefree and effortlessly export them to Gmail or Outlook. 

Get started with free HTML email templates

Using strategic background colors is one of many best practices you can use to make your emails more effective. You can implement this and other email design practices with ease using Beefree’s HTML email templates. Explore our variety of templates designed for different purposes and audiences and start building more buzz for your business today.

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email layout with background colors

Editor’s Note: This post was updated on July 2023 to ensure accuracy and comprehensiveness.

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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.

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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

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  • 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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