Design an email newsletter that people would want to read.
An email newsletter is a great tool to engage your users. But most newsletters fail to get the attention they deserve.
As a result, it gets sent to trash after a quick scan. Or even worse, it gets sent to the spam folder. Once your newsletter is sent to the spam, none of your future emails would reach the inbox.
You only have a short span of 3 to 4 seconds to capture the mind of the reader. If you fail in it, all your hard work goes in vain.
Tell your readers a story.
Storytelling is an art. Whether you are a salesperson or a movie maker, you should know how to tell an engaging story. Cause story matters.
If you want your readers to read your email newsletter, tell them an interesting story they would remember. Here’s an example of how important storytelling is.
Big brands pay a lot of money to show their ads on TV. They pay for each second of the ad’s telecast. Even then they tell a story within a short span of 10 or 15 seconds. They don’t simply mention all their product’s features in the ads.
It is boring for a reader to sit and just read about a product or service. Even when they need the product. So, entertain the readers to keep them engaged.
An interesting headline for your newsletter
You probably have seen, blog posts and YouTube videos with headlines that makes to want to read or see it.
They are called click bait heading. While you should not use clickbait headings to your email newsletters, you still have to grab their attention.
mastering the craft of headline writing is not easy. But with some practice, you can learn how to read a header to grab the attention of readers. Readers should understand, the newsletter is good to pass on without reading.
A layout of your newsletter
A layout of your email copy is more important than you would think.
Your emails would be read on different email clients. The Biggest issue faced by readers is the width of your email copy.
Keeping the width flexible sounds practical. But most of the email clients put restrictions on how media would be displayed in the email. Hence, play safe and keep the width between 550 to 600 pixels.
With the fixed width user would only have to scroll it vertically. Also, the whole newsletter would be visible to readers.
Option to read the newsletter in browsers.
Make it easier for your readers to open the newsletter in any web browser.
Most of the email clients do not allow download of media content on the email client. As a result, readers would get a cluttered view of the email copy.
Giving them an option to open the email in a browser would allow most readers to have an unobstructed view.
Images for your newsletter
Do not use images that do not go with the story of your newsletter.
It is highly unlikely that you would get exact images to fill your newsletters. You can search free and paid image depository but getting an exact match needs luck.
Do not settle with something that doesn’t fit your story. You can always create your own vector graphics. You don’t need to be an artist to do that. User websites like canvas to create the great looking graphics that go with your story.
Add Social Links
Use the newsletter to get more followers on your social media profiles.
Integrate your social media profiles on newsletters. Allow reads to follow you as well as share the newsletter on social platforms.
It should not take more than a click for your users to share the content on social media. Remember the number of shares would drop with step added steps.
What to add to the footer
Your newsletter footer should always have, the social links.
It makes the following your social profiles easier for the user. You should also consider adding a share option. Through which your readers can share the newsletter on different platforms.
Put a call to action button at the very end. It could be a link to your product or a blog post.
Make it Mobile friendly
A good number of readers check their emails on their mobiles.
Make the newsletter mobile friendly. If you use an online editor to create the newsletter, most of the time they are mobile friendly by default.
If you create it using a desktop application or by buying a template. Check the mobile friendliness, before you start sending it.
If possible make a different version for the mobile. As your call to action button would look really tiny on mobiles. Make it noticeable, even on mobile phones.
Use analytic tool.
This one is for the future email campaigns.
Before sending the newsletters to your email list, make sure you include analytic code in it. Most of the email list managing platforms have it inbuilt.
But you can take it a notch further by adding A/B testing or heat-map in it. This would not only give you an idea about the demographics, open rates. It would also show which design works better. Even what areas of the newsletters are given more attention by the readers.
Newsletter distribution platform
Find out a suitable newsletter distribution platform. Based on the number of subscriber you have on your email list as well as the media you are sending.
It is better if the distribution program can also help you with finding out the bad emails addresses. Removing the hard bounces before sending email to your list would allow you better inbox delivery.
If you don’t have a huge number of subscribers in your email list, it is advisable that you use a free service.
Test It. Before Sending.
So, you got everything is placed and can’t wait to hit send?
Before you send it to your whole subscriber base, make sure you test it. There are websites where you can test how your newsletter looks on different browsers. Test if for visibility on different devices.
Check it on different email clients. Make sure there’s nothing funny happening before sending it.
It is better to work another extra hour on your email campaign than to find out a mistake after you send it to all your readers.