Designing newsletters that engage, and convert is essential when owning/operating your business. While newsletter rely heavily on the internet, the process for doing one is very different…newsletters have not adopted the HTML upgrades that many websites today enjoy. It’s important to have a plan. Let’s explore some key tips to enhance your email newsletters and discover new methods that will elevate your marketing strategy and take it to the next level.
Design Email with Grids in Mind
Imagine your newsletter as a well-organized patchwork quilt. Each square—images, text, events—fits neatly into a grid system. While emails traditionally rely on tables for layout, CSS offers a more elegant and flexible approach. CSS has been used with websites, however emails have not embraced this and its important to keep the design in mind knowing that it will be implemented in tables (due to the fact that emails are running on old technology). In using tables, its important to use as few of them as possible to ensure your email newsletter has a lower chance of breaking. We often test our newsletter a dozen or more times to ensure that it works and that the tables and design lines up perfectly when being sent out.
Stick to Main Web Fonts
Font consistency is like having a reliable sidekick. Since email clients haven’t fully embraced HTML5 for custom fonts, we stick to standard web fonts. Simple yet effective—ensuring your emails look professional across different platforms. You should choose which fonts align best with your brand and do not exceed 5 main fonts. According to HubSpot, out of the 23 accepted fonts, these are the 5 main fonts that are most commonly seen in E-mail newsletters: Serif, Sans-Serif, Monospace, Cursive, and Fantasy.
Make Newsletters Responsive
When IH Concepts was in the process of creating email newsletters, we brought in an outside developer to make the mobile version function correctly, as 1.7 billion people use their mobile devices to access their emails and 35% use their mobile devices to reply/send messages through email (according to TechReport). Keep in mind that it is important to test your email on all major platforms to ensure they shine, no matter where they’re viewed.
Light/Dark Mode Compatibility
Our newsletters are like chameleons—readable in both light and dark settings, as 82% (WorldMetrics) of smartphone users prefer dark mode(discussed further in another post – read about it here)! Proper color choices ensure your content remains legible. As we were designing our newsletter, we’ve even cracked the Gmail code to enhance user experience. And as for JPEG images? We steer clear—they can be troublemakers in different modes.
Find the Sweet Spot with Engagement and Content
Your newsletter is an engagement wizard, not a direct sales sorcerer. Strike a balance: 90% educational content and 10% promotional magic. Our email subject lines? Pure creativity to boost open rates and keep readers spellbound. Concise content is our mantra. Our cover stories rarely exceed 160 words, with an engaging intro that beckons readers to your website. Aim for an open rate between 15-20%. And don’t forget the alternative text for images—it’s like adding subtitles to a blockbuster movie.
Final Thoughts
Mastering email newsletters is crucial for effective communication and engagement with your audience. A well-crafted newsletter not only captures attention but also drives results, much like a seasoned rockstar captivating a crowd. With expertly designed newsletters, you ensure your content stands out and resonates with readers. Investing in this skill helps you create impactful email campaigns that truly connect with your audience. Explore the art of email marketing and discover how it can transform your communications.
