Do you start from scratch every time you create an email? If so, it’s time to stop. Not only is this approach inefficient, but it also risks diluting your brand’s visual identity. Consistency matters—not just in how your wines taste, but in how your brand is presented across every customer touchpoint, including the inbox.
This blog will walk you through why your winery needs an Email Brand Guide and how to create one in under an hour. With this guide in place, you’ll save time, ensure cross-channel alignment, and even boost your revenue.
What is an Email Brand Guide?
An Email Brand Guide is a simple document that outlines how your winery’s visual identity should be represented in email marketing. It ensures that your email campaigns align with the rest of your brand communications, from your website and social media to press pieces and print ads.
Without one, email marketing often devolves into a mishmash of random fonts, default template colors, and inconsistent design. Your brand deserves better, and so do your customers.
Why Email Branding Matters
Consistency isn’t just about aesthetics—it directly impacts your bottom line. Research aggregated by G2 reveals that:
- 50% of companies say their customers expect great design and cross-channel consistency.
- Consistent branding across all platforms can increase revenue by 10-20%.
Every touchpoint matters, and email is no exception. By aligning your email marketing with the rest of your brand, you’ll not only enhance the customer experience but also increase recognition, trust, and loyalty.
Key Elements of an Email Brand Guide
Your Email Brand Guide doesn’t need to be a lengthy document. In fact, ours is just three pages long. Here’s what to include:
1. Logo
Decide which version of your logo to use in emails. Many brands have multiple variations (e.g., full color, black and white, or a logo lockup). Choose one and stick with it. This ensures your logo is always clear, professional, and on-brand.
2. Brand Colors
Define 3-5 brand colors and document their hex codes. Specify where each color should be used in emails:
- Background colors
- Headlines and secondary headlines
- Calls-to-action (buttons)
Most email platforms, like MailChimp or WineDirect, allow you to input hex codes directly. This ensures your emails look polished and cohesive.
3. Typography
Establish your brand fonts for email. Since not all devices support custom fonts, you’ll also need to define fallback options. At minimum, include:
- Primary headline font
- Secondary headline font
- Paragraph text font
- Styles for quotes or links
A consistent typography hierarchy makes your emails easy to read while reinforcing your brand’s identity.
4. Buttons (Calls-to-Action)
Define the shape, color, and font for your email buttons. For example:
- Are your buttons rounded or square?
- What’s the default button color?
- What font should appear on buttons?
Set guidelines for when button designs might vary (e.g., for seasonal campaigns) and ensure these changes stay on-brand.
5. Links and Navigation
Standardize your header and footer navigation links. Many wineries use these sections to direct traffic to key website pages, such as:
- Shop
- Wine Club
- Events
- Blog
Don’t forget to include contact information in your footer, as well as links to your social media accounts. Test these links regularly to ensure they’re driving traffic to your most important destinations.
6. Flourishes (Optional)
If your winery has unique design elements, incorporate them into your Email Brand Guide. Examples include:
- Icons
- Dividers
- Textured backgrounds
For example, one of our clients uses beautiful floral designs and butterflies as recurring elements in their emails. Another brand uses a subtle vineyard texture as their background. If you have these creative assets, make sure they’re documented and easily accessible in your email platform.
How to Create Your Email Brand Guide
Believe it or not, you can create your Email Brand Guide in under an hour. Here’s how:
- Gather your existing brand assets (logo files, hex codes, typography guidelines, etc.).
- Create a simple document (even a Word or Google Doc works).
- Outline the six key elements we discussed above.
- Save your guide and share it with your team or email designer.
That’s it! With a little upfront effort, you’ll save yourself time and ensure consistent branding in every email you send.
Why It’s Worth It
Establishing your Email Brand Guide isn’t just about saving time—it’s about delivering a better customer experience. By presenting a cohesive brand across all channels, you’ll:
- Build trust and recognition.
- Improve email engagement (more opens, clicks, and conversions).
- Increase customer loyalty and revenue.
Start Today, Reap the Rewards Tomorrow
Your brand deserves to shine in the inbox, just like it does on your wine labels, website, and social media. Take an hour today to create your Email Brand Guide, and you’ll see the benefits for years to come.
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