April 18, 2009 – The email marketing basics thus far has been a lot about common sense.  Now, we will delve into the marketing research and psychological part of creating a winning email html mailer.

Sometimes, people forget the importance of colors and how it affects your mind.  For example, colors in the red area of the color spectrum like red, orange and yellow are known as “warm colors”.  This is because they bring out a range of emotion like warm and comforting feelings as well as anger and hostility.

On the other side of the spectrum are the “cool colors” like blue, purple and green.  These colors bring out calmness in a person and sometimes sadness or indifference.

With this in mind, how can the psychology of color be used in an HTML mailer?

Let us start with the basics of email marketing with the call to action message.

A call to action is when you are prompting the email viewer to do something.  It can be as simple as a button that says, “Sign Up Now” to “Click Here for More Information”.

Every HTML Email Mailer you create should have no less than 3 call to action messages.

Of course, each call to action will work best when worded differently like: “Join Now”, “Click Here and Get your Bonus Today!”, “Click here to learn more” and “See What the Buzz is All About”.

A call to action message or button should always call attention to itself.  This is where, the psychology of colors come in.  Often, people associate the color red with danger, stop, and warning using logical explanations like a stop sign is in red.  A red light means stop or warning.

In actuality, red means pay attention to me or you might miss out on something which is why choosing to have you call to action button in the “warm color” color spectrum will help to raise the clicks on your call to action button.

Keep in mind that in order for your call to action button to be effective, it must be used sparingly in order for it to stand out more.  This means that it must stand out and the best way to do this is to have it on a “cool color” background.

In the last article in our Email Marketing Basics series, we will go over contact information, email subject and other pertinent items that are necessary when building an email mailer.

 Fred St. John is an internet marketing consultant with over 10 years of online marketing experience and has worked for some of the top Fortune 500 companies in the world.  You can contact him at  This email address is being protected from spambots. You need JavaScript enabled to view it..