How to Design a Great Email Newsletter

It's never a bad time to take another look at your email program and see if it could use a bit of a facelift. Here are five key factors to consider when retooling your email design.

From Flickr user Howard Dickins.
1) Digestability. I received a newsletter today that had more than 20 different articles in it. It was just too much. What three or four things should readers pay attention to and why? It's your job to tell people what's important.

2) Sharability. Are all of your articles sharable on social networks? They should be.

3) Consistent branding. Does your email match your web site? Consider replicating your top menu at the top of your stationery and using some of the same graphical elements. Readers who click from your email to your web site should feel like they are still dealing with the same organization.

4) Reader experience. Readers click on a link from your email, and then what? They read the content you're promoting, and then what? Think about your goals. Do you want readers to enjoy your content and then share it with friends? Buy something or donate? Attend an event? Always have your overall organizational goals in mind when you create the landing pages for your emails.

5) Visual appeal. Sometimes it doesn't seem right to spend your hard-earned cash on photos or a graphic designer, but it's a sound investment. A well-designed email makes your brand look the way it should and leads the reader through your content the way you want them to.

What would you change about your email program? Please share.

Need help updating your email strategy? Drop me a line - I can help.

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