5 Effective Tips for Better Newsletter Design

5 Effective Tips for Better Newsletter Design

5 Effective Tips for Better Newsletter Design

An effective newsletter can do wonders for marketing and sales, but “effective” is the keyword here. There was a time when the very fact that you were sending a newsletter to your subscribers and potential customers was sufficient to see at least some sales boost, but that time is in the past, as every small, medium and big business are sending multiple newsletters to their target audience every single day.

Unless you are able to stand out from the rest of the crowd in a good way, chances are that your target audience will either ignore your emails completely, or maybe even unsubscribe from them. If you want to learn how to create and send a newsletter from start to finish, you should read this guide.

To help small businesses overcome the invisible barrier which exists between reaching the customers and the average newsletter, here are five effective tips that could help you design the ultimate newsletter for your business.

The All-Important Template

Before we start off on this path, you will need a template that’s designed specifically for the kind of business that you are in, and the best part is that you can find newsletter templates from various websites online.

Of course, you will need to customize them in order to suit the specific needs of your business, but having a proper structure to build upon is extremely important for the success of any newsletter. While the definitions and parameters will vary quite widely depending on the kind of business that you are in, some of the basic and common features that everyone should be looking for in their email templates include the following:

  • It shouldn’t be more than 620px wide
  • The template should be mobile-friendly
  • It should be able to resize texts and images automatically to fit the display the email is being viewed on

Use a Single Font

It is a common mistake to use a lot of different fonts in one newsletter, in a misguided attempt to appear stylish. While using various fonts may indeed be eye-catching, it doesn’t create a good impression and it is more than likely that even if the letter is opened, it will be abandoned before being read fully. The human brain doesn’t like too much variation while reading as it causes distraction, which is the last thing you want your target audience to experience while reading your newsletter. Stick with just one font throughout the email to avoid being distracting and also to not look spammy! This is not to say that you won’t be using different colors and sizes to highlight certain sections of your content, but they need to be used sparingly and only when required.

It is a common mistake to use a lot of different fonts in one newsletter, in a misguided attempt to appear stylish.

It is a common mistake to use a lot of different fonts in one newsletter, in a misguided attempt to appear stylish.

Prioritize Legibility Above All Else

If you want your email to be read, it needs to be legible first of course, and while that may seem like a basic requirement, it is surprising how many businesses get it wrong. The text should be easy to read and uniformly sized for most of the newsletter. As mentioned earlier, stick with using just one font, but more importantly, make sure that font isn’t something too stylish. Studies have shown that Arial, Calibri, Times New Roman and other simple but bold and clear fonts are inherently better at drawing and retaining the attention of readers. Anything that looks even remotely hard to read, you should avoid using in your newsletter, unless you have a target audience that you know for sure will be impressed with that. For example, using Comic Sans to address comics fans is a great idea for a successful newsletter.

Interesting Subheadings Work Like a Charm

The human brain is always looking for structure and guidance in order to make sense of any reading material, so when you break down and categorize your newsletter into multiple small subheadings, your target audience is not only more likely to read it through, but it would become a lot easier to guide them towards clicking or tapping on that call-to-action button. Ideally, subheadings should have the following characteristics:

  • The font should be bigger than the body, but smaller than the header
  • The font style should be the same throughout in most letters
  • It should be in bold and here is a place where using a different color might work in your favor
  • If you use a different color, make sure that the font in the main heading and the subheadings are of the same color
  • The text in the subheading should be short but introductory

Clever Use of Media

Both pictures and videos are welcome additions to most newsletters, but they need to be contextual in placement with the text and judiciously used. Also, HD videos and HD images will make the email too bulky and slow to open, so keep the best quality pictures and videos reserved for the main site and use smaller versions of them in the newsletter.

Now that you know about some of the best practices while designing the ultimate newsletter, apply a bit of your own knowledge, understanding and experience to create the ultimate newsletter that will produce results.