1 Keep the design simple
2 Subject lines
3 Avoid spammy terms in your subject line or message text
4 Make the from name clear
5 Use short paragraphs
6 Design Pre-headers / Snippet text
7 Use a liberal amount of white space
8 Don’t forget the text version
The average person will decide whether the content of your newsletter is interesting for them in a split second, so it is important to grab their attention as soon as they open it. You can achieve this by having a short catch phrase and a strong image rather than long written text. As they say, less is more. The more simple your design, the more effective it will be in getting your message across.
That doesn’t mean that your newsletter needs to be boring, by using images, colorful and bold text, you can create an effective email newsletter which will grab the attention of your readers in all the right places. There are many online email marketing services which use tried and tested templates for you to choose from, which makes it very easy for you and ensures that your newsletter is received as it was intended.
Studies show that shorter email subject lines perform the best. You’ll want to keep this in mind when deciding on the subject of your newsletter. You want something that is to the point and that will make the reader want to read more. Yes it is difficult, but not impossible. If your reader stands to benefit from reading what you have to say then that is your first battle won.
If you use words or terms that are frequently used by spammers then chances are that people will delete your message without even looking at it, and even worse it may not even get through the spam filters of most email clients so you clients won’t even get the choice to read it or not. Using spammy terms can also lead to complaints from your readers and could lead to you being banned from using email marketing services.
You need to communicate clearly to your readers who you are. It is best to use your company name so clients can learn to easily identify you and it is also more professional. If you do need to use a personal name then always state your companies name after eg. John Smith [Inkfish Design Studio)
Nobody wants to read an email newsletter that looks like a book. To get people to read more, provide them with no more than 2 or 3 lines of text and then a read more link to the full article. That way you also give your readers the choice while nudging them in the direction you want them to take. Using bold and colorful text will also draw the readers eyes, exactly where you want them to be. So don’t be shy in using bold colors to grab attention.
It is always a good idea to have some snippet text incorporated into your newsletter. The reason for this is that some email clients, such as Outlook and also the Ipad, will display the first line or 2 of text from the body of your newsletter along with the subject line. This is a great opportunity to grab your readers attention even before they have opened the mail.
Don’t overwhelm your readers by cluttering your newsletter with lots of text and images all over the place! Again, less is more and the best way to showcase your graphics, text and video content is to allow for plenty of breathing space. In this way your readers will quickly and easily absorb your message, and are more likely to carry on reading. If you do use images, remember to give them alt tags so they don’t get blocked by some email clients.
When creating an email newsletter, you always need to include a plain text version and pay attention to the formatting so that nothing is lost. Some of your readers may only be able to view plain text if using a mobile device, or they may even prefer it. If you just keep sending HTML newsletters you will certainly lose the segment of your audience who cannot view your content.