If you intend on starting an email newsletter, then you most likely know all about crafting good subject lines, segmenting your email list, and optimizing for mobile. However, one overlooked aspect of email newsletter creation is the format. Without a proper email format, your recipient may not be able to even read your newsletter!
Formatting a newsletter the right way is crucial to engage readers, convey information clearly, and maintain a professional appearance. Let’s examine how you should format your newsletter to make it easier for readers to navigate the message:
The Layout
The layout refers to the overall structure and arrangement of content within the newsletter. The common layout of a standard email newsletter is:
- Header
- Pre-header text
- Introduction
- Content
- Call-to-action (CTA)
- Footer
Start with a clean and organized layout, which allows readers to easily navigate through the content. Use headings, subheadings, and sections to break up the text and make it visually appealing. Consider using a grid or column-based layout to create a balanced and structured design.
Branding
Include your company logo, color scheme, and consistent font choices to maintain brand consistency. Use branded headers, footers, and section dividers to reinforce your brand identity. Make sure you don’t go overboard with the logos, as too many visual elements can be overwhelming for readers (and the email’s ability to load in).
Optimize for Readability
Make your newsletter easy to read by using a legible font type and size. Avoid using multiple font styles or sizes that can create visual clutter. Ensure there is sufficient contrast between the text and the background color to promote easy readability.
Balance text and visuals
Mix text with relevant images, illustrations, or infographics; this will make the newsletter visually appealing. Visual elements can help break up the content and make it more engaging. However, be mindful of not overwhelming the newsletter with too many visuals. These may slow down loading times or distract from the message.
Create a hierarchy of information
Organize your content in a logical and hierarchical order. Place the most important and attention-grabbing information at the top, such as a compelling headline or a key announcement. Use headings, subheadings, and bullet points to structure your content and highlight key points.
Provide white space
Use white space effectively to create breathing room between different elements. White space helps reduce visual clutter, improves readability, and gives the newsletter a clean and professional look. Don’t be afraid to leave empty space around text, images, and sections.
Ensure mobile responsiveness
An increasing number of people access emails on mobile devices. As such, it’s crucial that your newsletter is optimized for mobile viewing. Test your newsletter across different devices and screen sizes to ensure it displays properly and remains easily readable.
Include clear call-to-action
Incorporate CTAs throughout your newsletter to encourage readers to take action. Make them visually prominent and use action-oriented language. Direct readers to your website, landing page, or social media channels for further engagement. Consider using a clickable button to clearly indicate where the reader can go to take that action.
Conclusion
The specific formatting of your email newsletter will depend on your brand guidelines, content type, and target audience. Regardless, it’s important to maintain a consistent format across different issues. This will establish familiarity and make it easy for readers to navigate and engage with your content. Try to use a newsletter template, so that you always have a consistent layout and format. This not only establishes a style with readers, but allows you to create a newsletter quickly and easily.
