• Wirya Hassan

Email Newsletter: 7 Tips for Optimal Design

Here are 7 practical tips on how to perfect your email newsletter layout and design e-mails that delight your recipients.


Get the attention of your readers with the right email design. Animate your customers, make them curious and encourage them to buy with the right newsletter layout.


Design of an HTML newsletter

With HTML newsletters you have full freedom of design and can let your creativity run free with pictures, text formatting and links. With a good newsletter editor, no programming skills are required. You can simply compose your newsletter with the aid of the modular system. When sending, it is automatically converted to HTML.


How can e-mails be designed to make a professional impression and inspire the viewer?


1. The Right Start: Above-the-fold

You should place the most important information in each newsletter in the above-the-fold area. The recipient gets the first view after opening in this area. Here are 8 tips on how to improve your email open rate.


A particularly effective, eye-catching picture can also make sense here. This teaser or playmaker captivates readers and encourages them to engage with the rest of the email.


Ideally, the teaser should contain a call to action or point directly to the click instruction. In order for readers to recognize that your newsletter contains more information, the teaser should also encourage them to continue scrolling.


Moving images can capture the attention of the recipient particularly well. For this purpose, animated GIFs and cinemagraphs are particularly well suited, which, in contrast to videos, can be played directly in the newsletter. Read more about videos in email design in this post .

2. Conversion Centred Design

Usually, a newsletter is sent because the recipients are supposed to undertake a certain action, eg a purchase. The instruction is mainly done via Call to Actions (CTAs). These buttons convey instructions on what to do or what is to be expected like "buy now" or "download ebook".


In order for CTAs to catch the readers' attention particularly effectively, they should fulfil different requirements. On the one hand, it is advisable to differentiate it from the rest of the newsletter layout by form and colour, eg by a contrasting colour. On the other hand, they must be placed clearly visible, clearly recognizable and easily clickable. Your call to action requires your creativity again.


Use clear calls, the more specific these are, the higher the likelihood that they will be implemented. In this case, a prompt like "View New Offers" usually works better than a generic phrase like "Click Here."


3. Use plenty of whitespace

In general, it's best not to use too many different elements such as images, columns, logos, and text in multiple fonts and sizes.


The more content you want to include in your newsletter, the more whitespace you want to build. As a result, the remaining content gains in importance.


When using images, look for quality products. In order not to overload the e-mail desgin, only a few high quality images should be used. For better processing by the reader, you can let your visual products speak for themselves instead of inserting long descriptions.


4. Visually guide the reader

The newsletter layout or newsletter format should be structured using graphical elements, text formatting and colours. For the viewer, readability improves when there is a so-

called visual hierarchy.


Ideally, the newsletter is designed so that your recipients can follow it with natural eye movements from left to right and from top to bottom.


Such a structure can be produced, for example, by optical lines within images or by arrows. Be sure to direct your readers' view to the CTA. This will increase your chances of conversion.


5. Use colours sensibly

Do not underestimate the effect of colour in e-mail layout. On the one hand, you have to adhere, of course, to the style of your corporate design to ensure the recognition of your brand. On the other hand, you should pay attention to the colour composition and observe the colour psychology. For example, black looks particularly luxurious, yellow is very eye-catching.


Signal colours are often used for CTAs. Their particular conspicuousness reinforces the call to action. The possibilities of colour composition go beyond that. The colour scheme can move in a colour range and pick up on your corporate design. There is also the possibility of the design in different contrasts, such as with complementary colours or in the light-dark contrast.


6. Personalize content

One thing you should never forget in newsletter layout: As beautiful as the e-mail design may be, the individual recipients probably have very different interests and tastes. Therefore,

adapt your newsletter design to the respective target group. For example, this can be easily implemented using different teaser images. Personalization uses the appropriate graphics during sending. Here, for example, a distinction can be made according to age, gender or place of residence.


7. The right presentation on each device

Even if the newsletter looks good on your screen, this is not necessarily the same for the recipients. To ensure the correct display on all devices and with all e-mail clients, you should implement several steps:


1. Make sure that the newsletter has the appropriate width. In most cases, a width of 500 to 600px is recommended, which can be scaled down accordingly for smartphones.


2. In order for the scaling to work smoothly, every newsletter should definitely be created in responsive design .


3. By default, many e-mail clients suppress images to protect users from spam and malicious attachments. Therefore, you should always add alternative texts, using the alt tag or alt attribute, to your pictures that describe the picture content appropriately.


4. In order to test the correct display of your email newsletter design, you can try out the various e-mail clients, desktop views, smartphones and tablets before they are sent. You do not have to do these tests manually and have to own every device; there are powerful email client tests.


It's worth paying attention to a few things for an attractive newsletter. According to the motto 'less is more', there is no need for a wealth of images and colours. Guide your readers to the essentials of your newsletter, such as the CTA. Also score with a consistent layout on all devices. If these steps are implemented, you can inspire your readers.



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