Grocery Retailers Are Using Bright Colors And Whitespace In Emails: Study

Grocery retailers are using bright colors and other design elements in their email, according to a study by Artegic AG and Saphirom GmbH.

The companies analyzed the newsletters and standalone emails of large retailers in the U.S. and Europe, including Walmart, REWE, Edeka, Albert Heijn and Tesco, and identified the following trends: 

  • Big colored surfaces and bright, attention-grabbing colors.
  • Tile designs & whitespace—Brands are featuring whitespace and generously freestanding products, and cards or tile designs.
  • Focus on weekly offers—Most newsletters focus on current weekly offers, with only modest storytelling.
  • Replacement of digital brochures—Companies are integrating offers directly in the email instead of placing a link on a digital brochure. 
  • Loyalty programs, apps and payment services are services are being promoted.





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