3. Create a compelling and effective design/format. There are many details to consider in the design and formatting of your e-newsletter. First and foremost, you should take the time to develop a well-designed, professional template that features your unique brand. Not only does it serve as a reinforcement of your company’s image, recipients appreciate knowing right away who the newsletter is from and that they are able to read it in a clean and visually appealing format. Text versions should not be neglected, one should be sent along with every
HTML Email newsletter, but it should also incorporate your brand with clear labeling and tone. For the visual element, you can provide a link to a Web page version of the newsletter.
General guidelines to keep in mind when designing your email include:
a. Design for the preview pane. About half of all email recipients view their emails in a preview pane configuration. Typically it is horizontal, but sometimes it is vertical. With either configuration, the top left corner is the primary real estate and it is advised to identify your company (with a logo or other identifier) in this space. And don’t forget mobile. Many emails are received and viewed on various mobile devices. For this reason, designing for the “lowest common denominator” can be quite beneficial.
b. Remember image blocking. The majority of email clients automatically block images; only about 41 percent of online consumers regularly see them**. When images are blocked, a red “x” appears in its place. Image alt text should be used to identify what should be there, and email should be designed so that the content is not dependent on or altered by image placement.
c. Use more text than images. The content portion of any newsletter should be the primary focus, this also helps with image blocking. The ideal ratio is about 60 percent text to 40 percent supporting graphics.
d. Consider viewing patterns. Most emails are skimmed, not read. And based on heat map tests, it has been shown that the majority of viewers scan emails in an “F” pattern. Down the left rail, across the top (left to right) and then down a bit and left to right again. Make sure your most important content and messages are in these areas.
e. Respect your audience’s time. Even when opened, the majority of email viewers will spend less than 1 minute with your message, and of those, most still it below the fold. Deliver concise and benefit-oriented messages up top and pull the reader through the email with clear language and design. Always make sure your reader knows what is expected of them with a compelling call to action.
