{"id":8008,"date":"2022-01-17T16:47:00","date_gmt":"2022-01-17T15:47:00","guid":{"rendered":"https:\/\/www.sendinblue.com\/?p=8008"},"modified":"2023-07-20T17:05:31","modified_gmt":"2023-07-20T15:05:31","slug":"newsletter-design-tips","status":"publish","type":"post","link":"https:\/\/www.sendinblue.com\/blog\/newsletter-design-tips\/","title":{"rendered":"8 Newsletter Design Tips to Drive Engagement"},"content":{"rendered":"\n
Newsletter design<\/strong>. Is it a walk in the park? Or, is it rocket science? Depends on who you ask\u2026<\/strong><\/p>\n\n\n\n Email newsletters are a staple of any effective digital marketing strategy. They give you direct access to your contacts\u2019 inboxes. They let you create personalized content. Best of all, they are highly cost effective.<\/p>\n\n\n\n But once you\u2019ve covered the basics of how to create a newsletter<\/a>, it\u2019s time to pay attention to newsletter design<\/strong>.<\/p>\n\n\n\n Beyond driving conversions, a newsletter is supposed to convey your brand\u2019s image, build credibility in the eyes of your audience, and cultivate a community around your product or service. <\/p>\n\n\n\n Knowing how to design a newsletter will help you do just that! <\/p>\n\n\n\n Now, you may be thinking, \u201cI\u2019m no artist\u2026 How am I supposed to know how to design a newsletter?\u201d<\/p>\n\n\n\n That\u2019s where we step in.<\/p>\n\n\n\n Newsletter design may seem like a tall task, but using the eight tips in this article will make your next email marketing campaign feel like a walk in the park. Don\u2019t get us wrong \u2014 newsletter design is seriously important, but it just doesn\u2019t have to be difficult.<\/p>\n\n\n\n Newsletters shouldn\u2019t just be a catalog of links. Create unique content so your newsletter adds value in its own right!<\/strong><\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n In this example created with Brevo (ex Sendinblue), UniKitOut<\/a> offers their subscribers value in the form of packing lists, food packs and other kits to help students as they start university. <\/em><\/p>\n\n\n\n <\/p>\n\n\n\n The benefits of newsletters may be lost on marketers and business owners who think they\u2019re just collections of newsworthy articles from internal and external sources. But a newsletter is so much more than that!<\/p>\n\n\n\n Newsletters are also a stand-alone resource for your customers to get valuable information related to your product or business without having to leave the inbox. <\/p>\n\n\n\n The primary goal of a newsletter is to build credibility and a following and for your brand. This means you should use it as a separate editorial channel that provides unique value beyond just directing traffic to your site. Readers want to see more than just another list of links in their inbox every month.<\/p>\n\n\n\n Newsletter content is a place for a brand\u2019s voice to shine while educating and informing subscribers. Telling a story is the key to creating an engaging newsletter. Taking your email list on a journey via a mix of text, images, and other rich media is the best way to convey information that resonates.<\/p>\n\n\n\n Where design comes into play with content is your brand\u2019s voice and tone. Even the smallest of businesses can and should have a defined writing style. <\/p>\n\n\n\n Even if it\u2019s just a list of adjectives that describes the voice behind your writing, having a consistent tone in your communications is essential to effective email marketing<\/a>. It\u2019s truly the core of your newsletter. Without a consistent voice, your subscribers are unlikely to buy into even the most eye-catching graphic design.<\/p>\n\n\n\n Hang tight, we\u2019ll touch on this more in Tip #4!<\/p>\n\n\n\n Layer your <\/strong>CTAs<\/strong> to direct users to the content that is most valuable or important.<\/strong><\/p>\n\n\n\n While promotional emails should contain only one primary call-to-action (CTA) to maximize engagement and conversions, newsletters are a different story. <\/p>\n\n\n\n Email newsletters are about content and information rather than encouraging a purchase decision. To maximize engagement with your content, organize your newsletter CTAs<\/a> in a hierarchy to clearly communicate to readers where the most important information is.<\/p>\n\n\n\n The best email newsletter examples<\/a> read kind of like digital newspapers. You\u2019ve got the main story on the front page with smaller news stories interspersed throughout the rest. <\/p>\n\n\n\n In the same way, a newsletter should have a primary focus in the form of one article or piece of content featured above the fold. \ud83d\udd26 This main piece represents the overall theme of the newsletter, which can be continued or supplemented below the fold with additional information, downloadable resources, external links, etc. <\/p>\n\n\n\n The result is a well-focused newsletter with a main CTA followed by a hierarchical \u201ctree\u201d of smaller CTAs allowing subscribers to dig deeper. <\/p>\n\n\n\n Email newsletter templates are a great way to nail your content\u2019s structure. <\/strong><\/p>\n\n\n\n <\/p>\n\n\n\n Take a look at Brevo (ex Sendinblue) 40+ ready-made newsletter templates.<\/em><\/p>\n\n\n\n <\/p>\n\n\n\n Email templates serve as a launch pad for effective newsletter design. For those of us without coding and graphic design skills, templates are true lifesavers.<\/p>\n\n\n\n Email templates allow you to start with a solid newsletter layout and basic design elements. From there it\u2019s up to you to customize the content and bring your brand to life. <\/p>\n\n\n\n When building up from a template, there two considerations to keep in mind: <\/p>\n\n\n\n First, <\/strong>make sure the format of the template you\u2019re using lines up with the goal of the newsletter. Do you want people to read about your awards and charity projects? Or do you want to showcase your new product? The design should cater to your idea either way. For example, your content-heavy monthly newsletter probably won\u2019t fit the promotional email template. <\/p>\n\n\n\n Second, don\u2019t be bound by the original template. As we just said, the structure of the template is typically not worth changing, but everything else is free game! <\/p>\n\n\n\n Changing the color palette, adding\/removing white space, and throwing in any other design ideas you have is how you make the most of email templates<\/strong>. Otherwise, your email newsletter will come across as generic.<\/p>\n\n\n\n Pro tip: With Brevo (ex Sendinblue), users on all plans have access to over 40 newsletters templates<\/a>.<\/p>\n\n\n\n Building on the previous section, creating consistent and on-brand content is key to developing trust and credibility in the eyes of subscribers.<\/strong><\/p>\n\n\n\n Maintaining a familiar newsletter design is extremely important if you want to build a dedicated following. The easiest way to do this is by sticking to a template. (Starting to see how this all ties together?)<\/p>\n\n\n\n Ground your efforts by using the same header and footer across newsletters. Then, all you have to do is update the content without having to worry too much about design every time.<\/p>\n\n\n\n Another newsletter best practice<\/a> is to maintain consistency in your headings across newsletters. This isn\u2019t to say every newsletter needs the same exact headings, but keeping the same sections and similar<\/em> headings from newsletter to newsletter will help your subscribers make the most of your content.<\/p>\n\n\n\n Subscribers should know who sent an email solely from the design. This consistency builds trust and makes it easier for readers to quickly find the information they want in your newsletters. Using different color schemes and layouts with every new campaign can annoy recipients, which in turn can decrease open rates and increase unsubscribe rates.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n What we like about this example by Workona<\/a> is how their brand’s personality comes through so well. The small graphics and drawings really help readers know immediately who this email is from.<\/em><\/p>\n\n\n\n <\/p>\n\n\n\n Images can easily make newsletters more engaging, but a word of caution\u2026<\/strong><\/p>\n\n\n\n Logically, images enhance newsletter design by making it more pleasing to the eye and breaking up the text to make it easier to read. This gives readers a chance to rest their eyes, especially those using mobile devices with small screens.<\/p>\n\n\n\n Newsletter images<\/a> are not only captivating, they also make the email more approachable, increasing reader engagement. Using your own images is always better for brand awareness, as stock images are easy to overlook.<\/p>\n\n\n\n Including informational images like charts and infographics is a great way to convey information visually as well.<\/p>\n\n\n\n Some email marketers swear by minimalist, plain text newsletters because of their simple clean design, organic feel, and enhanced deliverability. The argument is that while images are aesthetically appealing, they can quickly result in visual clutter. Too many images and links can also lead to your email newsletter automatically landing in the spam folder.<\/p>\n\n\n\n While plain text newsletters do indeed work better for certain topics, brands, or audiences, it\u2019s up to you to decide what\u2019s best for your readers by thoroughly A\/B testing<\/a> different designs.<\/p>\n\n\n\n We recommend using images where they add value to your newsletter<\/strong>. Featuring a product, spotlighting an employee, and explaining something via an infographic can all contribute to effective, beautiful emails. Just don\u2019t take it too far \u2014 if your newsletter looks like an inventory of all your new products, it\u2019s time to go back to the drawing board. <\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n See how the photos in this newsletter from Unruh add value? They feature the company’s own products, customization features, and streamlined online ordering process. Well done, Unruh<\/a>!<\/em><\/p>\n\n\n\n <\/p>\n\n\n\n Want to learn more? Check out our article on using GIFs in Email<\/a><\/p>\n\n\n\n1. Include original copy<\/h2>\n\n\n\n
2. Have a hierarchy of calls-to-action<\/h2>\n\n\n\n
3. Use a newsletter template<\/h2>\n\n\n\n
4. Maintain brand consistency<\/h2>\n\n\n\n
5. Use high-quality images<\/h2>\n\n\n\n
6. Choose fonts and colors that are easy to read<\/h2>\n\n\n\n