Brevity and restraint are two factors that must always be kept in mind when creating email newsletters. One has to always remember that an email newsletter and a printed newsletter differ a lot. Long and boring emails will always be ignored. An email newsletter should be attractive enough to immediately grab the attention of the reader/receiver.
Here are some of the most important considerations to be kept in mind while creating and sending newsletters:
Keep it short and simple: The purpose of your newsletter is to immediately grab the attention of readers through attractive and digestible pieces of information. Avoid including the full text of each article in your newsletter unless it is very short.
Use graphical elements and images to the minimum: All the focus should be laid on useful and informative content. Many a time readers of these emails turn off the image showing button as a security measure. Creative graphic designing skills just cannot be displayed through newsletters because HTML and CSS is so spotty. Still HTML is way better than CSS, but you must always ensure that your email is properly delivered in multiple email addresses. Never ever rely solely on images to convey the message that you wish to put across.
Consistency is an absolute must: Decide on a set number of articles and a set format for writing articles and then stick to it.’ Brand identity’ with your subscribers will only be built through consistent use of colors and placement of elements within your newsletter. Maintaining uniformity makes it easier for readers to effectively scan and read your newsletters.
For greater effectiveness use a table of contents: At the top of your newsletter put the titles of each article. Make use of anchors to link one to the other in order to enable people to quickly scan articles in your newsletter.
Pay emphasis to the preview pane: Most people only see the first 200-300 pixels of your message first because they read email in their preview pane.
Make optimum use of links: Links that say ’click here’ should be avoided.Infact actionable language such as ‘read more’ ,’donate’ or ‘unsubscribe’ should be offered.Recepients should be given easy access to your message by incorporating a link at the top of your message. This gives allows them to view the mail in a browser of their choice.
Test and retest before sending: View your newsletter in different environments by sending tests to a variety of email clients like Gmail, Hotmail, Yahoo and Outlook. In addition make sure your code is clean to prevent triggering of spam filters.
Ensure that your content is scannable: Make ample use of bulleted lists and boldface in order to make your articles more scannable.Ideally, there should be between 3 to 5 articles in each newsletter.
ALT tag should be used: The ALT tag should be furnished with an image description. This helps to make the recipients aware of the image before downloading. Suppose the image carries forward a special offer then the alt tag should definitely communicate the particular message properly. This is necessary because you want your reader to download the entire message and click on the offer.
Store images on the web server: Avoid embedding images in a particular email in order to prevent broken images or the triggering of spam filters. Images should be preserved onto a web server and they should be linked with the email.
Always include an unsubscribe option: Ensuring that you offer an easy single click access for the recipient to remove their names from the list is all important. Including this option is of utmost importance because the other alternative available to the reader is to report your message as spam. This must never happen or your messages will begin to get delivered as junk or remain undelivered.
You can always talk to an efficient SMTP Service provider who will ensure that your newsletter will certainly get delivered to the receivers’ inbox.