Want to create eye-catching newsletters that grab the reader’s attention?
A well-designed email stands out in the inbox and drives results in the form of clicks and conversions.
Would you like to send out newsletters that look appealing and inspire your recipients at the same time? A visually creative newsletter captivates the reader – making them even more likely to click through your email. What’s more, an impressive design can help to boost conversion rates.
With HTML, email design knows no limits. With our HTML email templates, you can easily create professional newsletters – with as many images, links and text blocks as you like. A good newsletter tool should also offer advanced formatting and personalization options.
We’ve compiled everything you need to know about effective newsletter design – including ideas, inspiration and useful tips.
A good email campaign inspires the recipient to take a certain action. Most of the time, it aims to encourage the reader to sign up or make a purchase. The entire newsletter design should be geared towards the action the reader is supposed to take. This is known as conversion-centered design – and that’s exactly what you should aim for. Essentially, you need to design your email in such a way that the reader is drawn to the call-to-action buttons. Once the reader sees a visual cue, there’s a higher chance they’ll complete the action.
Another newsletter design tip is to place all the most important content above the fold (also referred to as above the scroll). This is the section of the email that the reader notices first when the newsletter loads. Therefore, it must be clear right from the start what the newsletter is all about and what action the recipient is required to take. This is where you should insert a fitting picture. Encourage the reader to continue scrolling down. Make sure to leave enough space between individual newsletter elements. Proper use of white space makes for a clearer newsletter format, and a better user experience.
A crucial design factor? Responsive email design. Your contact base probably uses a variety of devices to read your newsletter: desktop computers, laptops, smartphones, tablets and even smartwatches. Your newsletter should look great on every device. With a reliable newsletter software, creating mobile-ready emails is not an issue. Responsive email design ensures your newsletter will display correctly. With Newsletter2Go, you also have access to dozens of free online newsletter templates – which we’ve display-tested in all the most important email clients.
Images should naturally be of the highest quality. However, you should also be wary of the file size. Your contacts should be able to load images quickly – otherwise, they will lose interest. Consider that the file size isn’t equal to the displayed image size, but rather, the original upload size. Therefore, you should reduce the picture size before you start the upload. This way, you can avoid a slow loading time or load failure if your contact has limited bandwidth.
Even if you use a responsive email template, it is still possible to encounter some minor display issues when it comes to images. Sometimes images just won’t load. Even if you’ve put all your effort into coming up with the best newsletter design, the effect of the images will be lost. This is why you should always take advantage of alt texts. If an image doesn’t load, the user will see this text instead. This helps to describe the image and put it into context.
You can also embed buttons. Embedded images are always displayed, even if uploaded images don’t load. However, it’s important to note that embedded images can slow down the newsletter load time considerably – so you should only use this option when really necessary.
If you aim to sell products with your newsletter, you will most likely want to insert product images. These should be appealing, fit well into the newsletter and catch the reader’s eye. Unfortunately, inserting the best images and having to reformat the newsletter can prove time consuming. Luckily, you don’t need to worry about it anymore. You can use our 1-click product transfer feature that comes with our software. This enables you to transfer product images from your online shop, straight to your newsletter – in just one click!
The right call to action – or CTA – may ultimately determine your campaign’s success. Use active language which encourages the reader to take action. Some classic examples include: “view product”, “buy now” or “redeem discount code”. In addition to the words on your CTA button, pay attention to color and position. It should be clearly visible – ideally above the fold – and should stand out from the rest of the newsletter content. The more specific the CTA, the clearer it is for the reader.
Think carefully about your choice of color. From a branding perspective, it is best to stick to your corporate colors. CTAs, on the other hand, should be bright and well visible. What’s more, it’s interesting to note that different colors conjure up different associations: yellow is linked to optimism, while red is more energetic but may also be perceived as aggressive. Cooler colors such as blue and green can have a soothing, refreshing effect. Black is often associated with luxury.
Playing with contrast is another great way to make your newsletter easier on the eye. It will not only render your CTAs more visible, but it is a nice way to divide up the different elements of your email. This way, the reader’s eye travels naturally to each different section without having to look too hard. For some more inspiration, take a look at our favorite newsletter examples.