Best Format To Send Email Newsletter – Never underestimate the power of newsletter design. Email is still one of the best ways to attract and convert customers. However, without a captivating newsletter, your email recipients won’t respond as well to your emails.
Here, we’ll go through all the different newsletter designs and newsletter layouts to give you some tips and examples on how to design a great newsletter for your business. Let’s jump right in!
Best Format To Send Email Newsletter
Email newsletters are meant to tell your audience about a particular event, promotion, sale or little bit of news. Newsletters can also be used to distribute new or important content, such as the latest articles, videos, or social media posts. Basically, a newsletter is a form of communication between you and your audience, and there is no limit to what you can include in it.
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Unlike an informal email, where you drop a quick question or note to the recipient, an email newsletter has a specific purpose.
There are basic newsletter layouts that go into creating a professional newsletter. In general, the newsletter layout should consist of the following:
For example: Below we have a sample layout. The z pattern trains the user’s eyes to walk in a zigzag pattern. Meaning, their eyes will go from left to right and then from top to bottom. This creates a smooth eye movement that seems intuitive to most people, and even fun (like watching a tennis match with the ball moving from one side to the other).
The Z template also allows you to break your newsletter into bite-sized pieces that allow your readers to focus their attention on one piece of content at a time. Essentially, this makes your content more accessible and engaging.
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The Z template gives your content space to breathe with plenty of white space. The images you place on the form also add extra appeal and context. Done right, the z-template layout ensures that you avoid interruptions in sharing like the “text wall of death”, or noise.
There are, of course, more UX design patterns you can use, but the Z pattern is definitely the best fit for newsletters. Read our deep post on the subject if you want to learn more UX design patterns.
The trademark to effective newsletter design is to start with your highest quality and most important content. Simply add your featured content at the top, in a dedicated section just below the title.
This section should include the main message you want to see and your best content. Also, if you have an offer like signing up for a webinar, or a free resource to download, this is where you want to put the CTA button. Statistically, this is where people are most likely to click.
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Content displayed in blocks with a mixture of text and images. The content of the text should be minimal so as not to be overbearing. As you can see below, there is a good balance between text and images.
In the example below, the first section below the header contains a promotional button and a CTA for social channels. If you go to the end, you can also see the option to opt out or as well as other details for subscribers. This is very important because you do not want your emails to be sent to other users who do not want to receive them.
Responsive design is a newsletter design that is able to adapt to different screen sizes. Whether your subscriber opens your newsletter on their desktop, laptop, mobile phone or tablet, they can view the entire newsletter without a hitch.
This is important because about 60% of emails are opened on mobile devices, but we are still defaulting to creating newsletter templates for desktop devices. For example, create a custom form for both desktop and mobile.
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There are many things to consider when creating a professional newsletter. In general, you want to break this process down into several steps.
Determine the purpose of your newsletter, in other words, is your newsletter aimed at getting leads? To increase your contact list? To generate traffic to your website? Understand your top priority and let that drive your newsletter.
Decide what content you want in your newsletter This is where you choose the type of content that will help you achieve your goals. For example, if you want:
Ex: Proving credibility: The best way is to provide content that sets you apart from competitors, and provide testimonials and case studies.
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Ex: Educating customers and providing value: Provide valuable content that will help educate them, this could be articles on your blog.
Choose an app, software or platform to distribute your newsletter. The best newsletter software can be quite expensive and may have features that limit the overall newsletter design.
Create or customize a newsletter template, add all content in your template, including links and personalization, must include CTAs,
Test your newsletter and make sure everything including the links is working properly. Do this by sending yourself a TEST newsletter. Play with it and fix broken links.
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Ensure that your newsletter is GDPR compliant, responsive, displayed correctly, and ensure that your newsletter is legal with opt-in emails. A privacy law passed in Europe in 2018 requires that email marketers can only send newsletters to those who have opted-in to receive them.
A/B test different versions of your newsletter, come up with two different designs and send one sample design to one half of your email list and the other sample design to the other half. Later, you can try to see which style works best.
Measure your success, analyze results and redesign future newsletters. Check the performance of your newsletter and return to the goal you set in Section 1. Analyze which sections got the most clicks and which sections contributed to your goal. Establish and reconfigure it if necessary.
The more thought you put into your newsletter, the better it will perform. Therefore, it is important to adhere to some general guidelines when it comes to designing a newsletter.
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Besides paying attention to general newsletter guidelines and best practices, it’s also essential to ensure that your brand doesn’t make the most common newsletter design mistakes:
Although the sky’s the limit when it comes to your email content, there are three main components of an email newsletter that should always be present.
The first part of your newsletter is the headline, and it should be clear, bold, and recognizable. You’ll want to use your company’s logo in the title, along with a strong image. However, be sure not to clutter your header because it’s the first thing recipients see in an email.
The body of your newsletter can take many different forms, it is the core of your email. Here you can add anything from more photos, links, products you’re promoting, thumbnails, links to recently posted content, a short text with a message you want to convey, and more. The design of your newsletter body will vary based on the content you want to use, which is why it is important to plan out your content before setting up a design or template.
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Finally, the footer of your newsletter is where you want to put things like an unsubscribe link or a link to your subscriber preferences, links to your social media pages or website, and your company’s contact details including the website.
You can also include things that make your email stand out, like a personal handwritten signature or even a CTA in your signature. Like the cape, the fur shouldn’t be too messy; The bulk of the email should be in the body.
Instead of jumping straight into creating and distributing your newsletter, it can be helpful to create a template of what you want your design to look like. The template can be as detailed or obscure as you want, but it’s a good way to ensure you don’t miss a thing in your final design.
When designing a mockup, think of it as a plan. This is the stage where you have to think about what your newsletter is about and what your goal is for it. You can play around with adding different content and placing images to see how they might look in the final version. You can create a mockup the old-fashioned way – on paper and pen or use online software to play with the layout and move sections as you wish.
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While creating a newsletter can be as simple as choosing a template and entering your desired content, it can be helpful to use an HTML template. Although it’s a bit more complicated, you can further customize the template to your liking and you’ll have more control over the design.
However, HTML requires some knowledge and is not something you can do at the last minute if you haven’t worked with HTML email markup before. However, once you learn the ropes, you may find yourself working with HTML newsletter designs better.
When it comes to designing a
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