We all know how crucial email newsletter designs are for engaging with your audience and promoting your brand and services. However, crafting an effective email newsletter design requires a mix of creativity and strategy.
It is much more than just sending out a bunch of text in an email. It requires great design to hook the reader, engage with your content, and click on your calls to action.
If you struggle with the email newsletter designs, ere are seven essential tips, each accompanied by a real-world example to inspire and guide you to design better newsletters.
💡 Related guide: How to create a newsletter - A step by step guide
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7 Newsletter design tips to follow
Your newsletters are an extension of your brand's personality. A well-crafted design can convey your values, create a memorable experience, and drive engagement. Now, let's discover tips to make your design stand out.
1. Choose the right template
Choosing an appropriate template is the foundation of your email newsletter design. The template defines the visual framework in which your content will be presented. For beginners, using email marketing platforms like Mailmodo can simplify this process. Mailmodo has a library of 300+ pre-designed templates for different occasions or types of emails you might need to choose from.
Example: Imagine you're running an e-commerce website. For your newsletter, you can choose a template that showcases your best-selling products, provides space for vivid images, and includes a section for customer reviews. This template choice aligns with your goal of driving sales and engaging customers.
2. Brand your newsletters
Consistency in branding is essential. Your newsletter should reflect your brand's identity, including colors, fonts, and logo placement. It should serve as an extension of your brand. Here's how you can do that:
Use your brand colors and fonts: Incorporate your brand's primary and secondary colors into the design of your newsletter. If your brand uses specific fonts, consider using the same ones in your newsletter.
Include your logo: Place your brand logo prominently in your newsletter. This not only reinforces your brand identity but also assures recipients that the email is not spam.
Branded email signature: Conclude your newsletter with a branded email signature, including your name, title, and contact information. This adds a professional touch while humanizing the newsletter that they receive.
Example: Apple is a prime example of effective branding in their email newsletters. The design consistently features their signature minimalist style, clean fonts, and the iconic Apple logo. This brand recognition makes it easy for recipients to identify the sender and reinforces their brand image.
3. Have a clutter-free layout
Clutter-free layouts are not only visually appealing but also crucial for readability and user experience. When your readers open your newsletter, they should be able to quickly understand its structure and navigate the content without feeling overwhelmed. Here are some tips for achieving a clutter-free layout:
Adequate white space: Use white space strategically to separate content and create a sense of organization. Use short paragraphs to do that and make the content more digestible.
Consistent hierarchy: Establish a visual hierarchy for your content, with clear headings and subheadings. This helps readers quickly grasp the main points.
Bullet points and lists: Use bullet points and numbered lists to organize information. They help convey information in a structured and easily scannable manner.
Example: TheSkimm, a popular daily newsletter, excels in delivering information without overwhelming the reader. Their minimalist design presents news in a digestible format, using bullet points and concise paragraphs. This clutter-free approach enhances readability and engagement.
4. Use visuals to invoke emotions
Humans are highly visual beings, and including eye-catching visuals in your email newsletter can have a powerful impact. Visual content not only makes your newsletter more engaging but also helps convey emotions and messages effectively.
Here are some ways to incorporate visuals:
High-quality images: Use high-resolution images or infographics that are relevant to your content. Whether it's product photos, event snapshots, or captivating landscapes, ensure the images are clear and visually appealing.
GIFs and animations: Animated elements can add a a new dimension to your newsletter. They can be used for product demonstrations, illustrating processes, or entertainment.
Video thumbnails: If you're sharing video content, include engaging video thumbnails that encourage readers to click and watch the video.
Example: National Geographic's newsletters are a splendid illustration of using visuals to invoke emotions. They incorporate stunning photographs and captivating imagery that resonate with their audience's passion for exploration and the natural world. The visuals draw readers in and make the content more appealing.
5. Write shorter content
In a world where attention spans are shrinking, the length of your email newsletter is an essential consideration. Deliver your message succinctly and efficiently. By keeping your emails concise, you respect your readers' time and increase the likelihood of them reading the entire email. You also avoid making the newsletter design too text-heavy.
Example: BuzzFeed's daily email newsletter is a great example of brevity. They deliver trending stories, entertainment news, and viral content succinctly. The short and catchy headlines followed by a brief description keep readers engaged without overwhelming them.
6. Design mobile-friendly newsletters
With a significant portion of email opens occurring on mobile devices, it's important to design mobile-responsive newsletters that adapt seamlessly to different screen sizes.
To ensure that your email newsletters are accessible and engaging on mobile devices, follow these guidelines:
Responsive design: Use email templates and designs that are responsive. Responsive design automatically adjusts the layout and content to fit the screen size of the device on which it's viewed.
Readable fonts and sizes: Choose legible fonts and font sizes that are easy to read on smaller screens. Keep in mind that what looks good on a desktop may not be suitable for a mobile device.
Optimized images: Compress image size to fit into smaller screens and ensure seamless user experience.
Example: The New York Times provides an excellent mobile experience in their newsletters. The content is optimized for various devices, ensuring that readers have a seamless reading experience whether they open the email on a smartphone, tablet, or desktop.
7. Design visually appealing CTA buttons
Effective CTA buttons guide readers toward taking action. Whether it's making a purchase, signing up for another newsletter, or exploring your content further, well-designed CTA buttons ensure your newsletter goals are achieved.
Here are some tips for designing compelling CTA buttons:
Contrasting colors: Make your CTA buttons stand out by using colors that contrast with the overall color scheme of your newsletter. This draws attention to the button.
Action-oriented language: Use action verbs that prompt readers to act. Phrases like "Shop Now," "Sign Up," "Get Started," or "Learn More" indicate precisely what action you want them to take.
Button placement: Ensure that your CTA buttons are strategically placed within your email. Position them prominently but without overwhelming the rest of the content.
A/B testing: Experiment with different CTA button designs, colors, and text to determine what resonates best with your audience. It can help you understand which CTAs drive the most engagement.
Example: Airbnb's newsletters feature compelling CTA buttons. They use action-oriented language like "Book Now" or "Explore Destinations" and employ contrasting colors to make these buttons pop. This encourages readers to take action, whether it's booking a stay or exploring new destinations.
💡 Related guide: 100+ examples to create an email Call-to-action and get more clicks
Creating an effective email newsletter design is an art that combines aesthetics and functionality. Anyone who keeps in mind the 7 key design tips shared in this guide, should be able to create captivating newsletters that drive engagement.
Also, your design choices should align with your goals. Whether you're promoting products, sharing news, or delivering valuable content, the design should enhance the reader's experience and encourage them to take action.
What you should do next
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