Crafting an effective and engaging 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 email newsletter design, here are seven essential tips, with email newsletter examples, to inspire and guide you in designing better newsletters and boost your marketing efforts.
Table of contents
What is email newsletter design?
Email newsletter design is the visual and structural layout of an email newsletter. An Email Newsletter Design usually includes a branded header, segmented content sections, engaging images, and well-crafted text for readability and engagement. A badly designed email newsletter can make the reader uninterested immediately or even mark you as spam.
So, your email newsletter should always be designed structurally and include visually appealing elements.
Email newsletter checklist
Before you start designing an email newsletter, you must have a clear understanding of what you should ideally include in your email newsletter. This way, you can design the email newsletter in a strategic way. Here's a checklist for you:
| Components | Description |
|---|---|
| ☑️ Header | The top section of the email containing branding elements like the company's logo, name, and slogan or tagline. |
| ☑️ Email copy | Includes everything from the subject line to the body of the email, such as headlines, subheadings, body paragraphs, calls-to-action (CTAs), and any other written elements. |
| ☑️ Imagery | Visuals or imagery in emails to make them more appealing and readable, helping to generate interest and engagement. |
| ☑️ Call-to-action (CTA) | Specific instructions or prompts in the email content that encourage recipients to take a desired action. |
| ☑️ Footer | The bottom section of the email containing additional information like company address, contact details, social media links, etc. |
💡 Related guide: How to create a newsletter - A step by step guide
Email newsletter design best practices
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 take a closer look at how you can make an email newsletter engaging and visually appealing:
1. Choose the right template
The first thing you must do before designing an email newsletter is choose an appropriate email newsletter template. 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 email campaigns you might need to choose from.
For 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.
💡Template idea:
2. Brand your newsletters
Your newsletter should reflect your brand's identity, using design elements like colors, fonts, and logo placement. It should serve as an extension of your brand. Here's how you can do that:
Incorporate your brand's primary and secondary colors into the design of your newsletter.
Place your brand logo prominently in your newsletter. This reinforces your brand identity and assures recipients that the email is not spam.
Conclude your newsletter with a branded email signature, including your name, title, and contact information.
For example: Nike put their logo in the email header and nothing else, but still, we can remember and recognize the brand with just that logo. Since Nike uses the same minimalist design, color palette and logo in all their newsletters, it's easy for them to be recognized.
💡Template idea:
Check WoW skincare's branding in this promotional email newsletter. Can you spot the branding in this? The colours, logo and visuals of the products makes the branding prominent.
3. Have a clutter-free layout
Clutter-free layouts are visually appealing and crucial for readability and user experience. The key is to include only important information rather than bombarding the email recipients to see everything. Here are some tips for achieving a clutter-free layout:
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.
Establish a visual hierarchy for your content, with clear headings and subheadings. This helps readers quickly grasp the main points.
Use bullet points and numbered lists to organize information. They help convey information in a structured and easily scannable manner.
Optimize your email newsletter design for quick scanning. Break up content into digestible sections and use clear headers to guide readers through your message. #designs #EmailMarketing
— Abdullah Al Noman (@NomanAAbdullah2) March 27, 2024
Example: Shopify, with their brief, clear copy and visuals makes their newsletters super easy to read without taking up a lot of your cognitive load.
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. An easy way to grab their attention is to use compelling visuals.
Here are some ways to incorporate visuals:
Use high-resolution images or infographics that are relevant to your content.
Animated elements can add a new dimension to your newsletter. They can be used for product demonstrations, illustrating processes, or entertainment.
If you're sharing video content, include engaging video thumbnails that encourage readers to click and watch the video.
Example: In this newsletter, Ritual, to demonstrate their credibility, used infographics that explain the breakdown of the pill.
5. Write briefly and to the point
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 their likelihood of reading the entire email. You should also avoid making the newsletter design too text-heavy.
Example: With a brief and to-the-point email copy and a prominent CTA, this newsletter grabs the attention, showcases the main message well, and makes it easier for the user to tap on the button without getting overwhelmed.
6. Make newsletters responsive
Email marketers should know the importance of responsive emails, as almost half of brand emails are opened on mobile phone. Designing mobile-responsive newsletters that adapt seamlessly to different screen sizes is a must. This is also a great way to boost your open rates.
Use responsive email templates and designs. Responsive design automatically adjusts the layout and content to fit the device's screen size on which it's viewed.
Choose legible font sizes that are easily read on smaller screens. Remember that what looks good on a desktop may not be suitable for a mobile device.
Compress image size to fit into smaller screens and ensure seamless user experience.
7. Make text and CTAs readable
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:
Make your CTA buttons stand out by using colour contrast that goes with the overall color scheme of your newsletter. This draws attention to the button.
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.
Ensure your CTA buttons are strategically placed within your email. Position them prominently but without overwhelming the rest of the content.
Experiment with different CTA button designs, colors, and text to determine what resonates best with your target audience.
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.
Add interactivity to your email newsletter design
What else can you do to make your email newsletter design more engaging and stand out? The answer is simple: use interactive emails!
Mailmodo offers AMP emails, where you can add interactive elements to your emails and make them interactive. These include drag and drop editor and widgets like spin-to-wheel, whack-a-mole, interactive forms, and surveys, etc.
Why interactive emails, you may ask? Interactive emails not only give you an advantage in the user's inbox but also boost conversions. Don't believe us? Learn how Musafir, a travel agency company, boosted their sales by 2X by using interactive forms inside the emails.
Ready to make your email newsletter design even more interesting? Watch this video to learn how you can make interactive emails for your business:
Takeaways
Creating an effective email newsletter design is an art that combines aesthetics and functionality. Your design choices should align with your goals. Whether you're promoting products, sharing news, or delivering valuable piece of content, the design should enhance the reader's experience and encourage them to take action.
