Email Newsletter Design

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Email Newsletter Design

• Features of Email Newsletters

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• The first email newsletter design rule is showing
  a level of respect for your reader by being
  up-front and straight forward, from the get-go.
  When sending a newsletter you have to assume that
  the readers inbox is laden with unread emails
  and that yours will be discarded on opening if
  you havent gotten your message across at a first
  glance.

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You have to work out what is of most value to
your audience in what you have to say and how can
you put it in terms that are related to the
problems they face everyday. People have limited
time and attention and arent about to make time
to get to the bottom of an email that doesnt get
straight to the point.
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Another feature of email newsletters is the fact
that they often turn up in peoples inboxes
without the cushion of regular correspondence to
give them the context theyd otherwise have. This
can sometimes make newsletters appear at first
like a hard sell. The best way to diffuse this
impression is to use a well-executed permission
reminder. People have often forgotten their past
contact with your company and sometimes need to
be politely reminded of the interest and contact
they had expressed in your company. Also being
clear about when they can expect to hear from you
the next makes any future emails to come as less
of a surprise.
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Probably the most central issue to consider in
mastering your email newsletter design is that of
relevance. That is, relevance to your reader.
From the outset it can seem more time-consuming
and expensive to tailor-design your e-mails to
the preferences of each customer but it is the
surest way to approach readers who are time poor
and challenged by the amount of material they are
bombarded by. Anything that can give the email a
personal touch is more likely to be opened and
the more the content is targeted to the interests
and priorities of the reader the better the
chance is theyll read on.
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