5 steps to make your newsletter design more attractive and readable!

One of the most effective tools for companies willing to simultaneously build their brand, create closer relations with customers and close sales is a newsletter. In fact, according to several surveys asking marketing experts and employees what the best performing marketing channel was, the most given answer was Email Marketing.

And this is understandable; emails bring many benefits, but only if they are well designed. So let’s have a look at the 5 steps below on how to improve your newsletter efficiency.

1. The subject: drive attention

Your subject (or title) should stand out from other emails and encourage the user to open the message. Create a title with an eye-catching announcement of what is inside of your email. For example, you can engage the user with a question or a numerical list (odd numbers work better) in order to trigger his interest.

Because around 77% of emails are opened on a mobile device, the subject should not be too long. Its maximum length shouldn’t exceed 50 characters.

If you use an Email marketing tool, you will also be able to use dynamic parameters in the titles.

For example: “{{First Name}}, we have a special offer for you!” becomes “Jack, we have a special offer for you!”

2. The header: make it attractive

The header is a very important element of your message – it appears as the first thing after opening the email. First of all, it should include the newsletter title (if you have one), your company name and your logo. It is the place where you not only visually present your brand’s values, but also ideally create an emotional response with the subscriber, making it feel like they’re getting a beautifully designed present – not spam.

Your header should also be short and simple. Get rid of unnecessary elements and make it easy to scan for readers and catch their attention.

3. A newsletter needs a theme

Elements of your newsletter should create a coherent whole.

You should create a newsletter theme based on your company’s graphic charter (or brand book). It is always a plus if your emails match the overall esthetic of your website. The user will have a feeling of familiarity and will recognize the consistency.

You can easily purchase premium email templates on the internet that you can later customise with the fonts, colors, graphical elements and graphical rules of your brand book.

4. Subheadings – let your newsletter be easy in reading

Subheadings are secondary titles inside the text that separate sections of the email. It helps the reader to directly see the structure and the progression of the email content.

The text’s font should be smaller than the header and larger than plain text. Look at the example below:

You can use this element to highlight the specific logic of your content.

It can be organized as a classic progression:

  • Introduction
  • Development
  • Conclusion

Or as an enumeration:

  • Tip number 1
  • Tip number 2
  • Tip number 3

5. Use Images to make your content more exciting

A picture is worth a thousand words. Images make your message more attractive and grab the recipient’s attention. However, it is very important to maintain a balance between text and images. We recommend using no more than one-third of the area of your email for pictures.

Images in the newsletter should be compatible with the content, so it is a good idea to use contextual pictures where the product is in use.

And here is an additional tip: If you have a picture of a person in your email, make that person’s eyes look at your Call To Action; it increases the Click Through Rate of the button.

Warning! We must remember that many email clients have automatic image blocking, which doesn’t let them see all content – in that case, we have to plan out what will appear instead of the image. For example: