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The most important part of your newsletter is the HTML and layout. If it’s not clean coded, it won’t look good on multiple devices and may even get filtered by spam. Use nested tables and inline CSS for styling. The width should be kept under 680 pixels for best viewing on most devices.
Selection of Images
Keep image use to a minimum. Studies show that many recipients have images turned off on their devices. Name your images with shorter file names and include good alt tags for when images are turned off. In addition, keep the image file size small so it loads quickly.
Make sure your mailer is visually pleasing without overwhelming the reader. If it’s too busy, it feels chaotic to the eye and the reading pattern. Important information in the Newsletter, should be in a place where it will be read first. Eye tracking studies show that the higher up on the right side is a “sweet spot”. Place these important items at the top:
• Link to online version
• Phone number
Promotions and Offers
Content is key, but too much will lose the interest of the reader. will Keep it simple and clean. Less is definitely more when it comes to email marketing.
A clean and simple design offers better use
of space along with it being easier to read.
Best Practice Tips
1. Use your logo only once in a newsletter.
2. Too many images being used limits content space.
3. Limit the multiple color use in your content.
4. Use the right side of the template for sponsors and sales announcements
Here is a sample newsletter that we designed and deployed which generated a high click-through rate and several new customers!
I hope you find my suggestions helpful, please let me know if you have any questions.
Trixie Marie is a Bethesda List Center technical specialist. She has over 20 years’ experience designing and sending Emails. She has designed many email newsletter templates and landing pages for publishers, seminar offers, business and professional offers, business and associations, consumer offers and the like.