10 Email Newsletter Design Best Practices
By Amanda MacArthur • 02/27/2009
Gain immediate access to our free report 10 Email Newsletter Design Best Practices and learn how to create impressive email newsletters with help from Don Nicholas and Email Marketing Expert Jeanne Jennings
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Inside this white paper you’ll learn:
- 10 email design best practices on the most important elements of an impressive email newsletter…
- 40 tips to adhere to these email design best practices that will increase open rates, facilitate a community and increase response rates…
- How to score your email newsletter against these best practices…
- How other publishers adhere to these best practices, with examples from nine different email newsletters…
Learn the key strategies for boosting email conversion rates, open rates, delivery rates and more…
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Create Impressive Email Newsletters with 40 Email Newsletter Tips on 10 Design Best Practices
The metrics for email marketing make the platform very measurable and adjustable, but without benchmarks how will you know what adjustments to make?
To measure an email campaign without benchmarks is to guess at its effectiveness—and blind guesses rarely make money.
Email Newsletter Design Best Practice #1
Delivery
If your email newsletter doesn’t get delivered to the recipient’s inbox, the chance of it being read greatly decreases.
Getting through Internet Service Provider (ISP) filters requires a mix of technology and relationships; most email service providers (ESP) provide what you need. Harder is getting through filters that reside on the recipient’s desktop, like those offered by Microsoft Outlook, McAfee and Cloudmark.
The timing of your delivery can also make or break your ability to reach readers. The email newsletter should be sent at regular intervals and delivered at an appropriate day/time (weekdays during business hours for B2B, weekends or evenings for B2C).
Email Newsletter Design Best Practice #2
From Line
The from line of an email newsletter should clearly identify the sender and be quickly recognizable to the recipient. Studies have shown that when viewing their inbox, readers start by looking at the from line; engaging readers here has been shown to increase open rates.
Each email should actually have two entries in the from line—the display or friendly from address and the actual from address.
Email Newsletter Design Best Practice #3
Subject Line
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Email Newsletter Design Best Practice #4
Preview Pane
Email Newsletter Design Best Practice #5
First Screen
Email Newsletter Design Best Practice #6
Look & Feel
If your email newsletter doesn’t look engaging, people will be less likely to jump in and read it. It should have a design that’s appealing to the eye and draws people in. This design should be consistent with that of your Website/landing pages, so there’s no disconnect and the relationship between them is clear.
The email newsletter should use images to support the content and business goals, but not overuse them. It should be easy to skim, with short paragraphs, bullet points and ample white space.
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Email Newsletter Design Best Practice #7
Content & Tools of Engagement
Email Newsletter Design Best Practice #8
Business Goals
Email Newsletter Design Best Practice #9
Footer
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Email Newsletter Design Best Practice #10
Other
There are two other things your email newsletter should do: match what you told your subscribers at sign-up and serve as an acquisition tool for new subscribers.
Making sure that the frequency of the send and the content are consistent with what subscribers were told when they signed up is key. Also key—asking readers to share your email newsletter with their friends and colleagues and providing those who receive a forwarded issue an easy way to sign-up themselves.
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August 3rd, 2009 at 3:06 pm
[...] Learn how to design effective email newsletters in 10 Email Newsletter Design Best Practices [...]
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