Email Design - The Basics
When I say efficient design, I suggest that the newsletter must inspire confidence, construct a connection of confidence and loyalty between your business and costumers and in no case it should frighten or create negative associations. The main things at a fantastic email design are: it should to be easily recognized, have an internet based version, easy unsubscribe choice; integration with social media, which will be a must today and a mobile edition. The content would be well structured and exhibit all the images properly.
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Design continuity. Whenever someone receives your newsletter, especially if it's the first time, he should understand immediately that the sender is. This will produce the first impression which can result in one of the next: that he will read or instead ignore your mail, or even worse, will indicate it as spam. You ought to be consistent and design your newsletter in precisely the exact same fashion. It should be image and brand goodwill of your website. Include your logo in the header of this newsletter with your slogan or other symbols of your manufacturer. Use the very same colours, fonts and graphics according to your website as much as you can. In the footer of the newsletter, include your contact information. At exactly the same region you're able to provide a small explanation why the reader received this email from you. It would sound something like: "You're receiving this newsletter because you signed up to receive Your CompanyName newsletter. To ensure our newsletter always reaches your inbox, please add infoatyoucompanyname.com to your address book."
The web based version. Some of your readers can't or don't want to look at html mails in their email clients. That is the reason you need to incorporate a "View the online version" link in the header of your own newsletter. This link will open the newsletter in the default browser.
Integration with interpersonal media. Your newsletter is a great method to collect more fans on your Facebook page, more followers on Twitter, LinkedIn, YouTube etc and more readers to your RSS feed. To link your readers with your account on your treasured social websites, just don't forget to add at a visible location of your newsletter the respective call to action links. Also, you can include Facebook "Like" and Twitter "Twitt" switches for each article, merchandise or whole newsletter. Or an even easier way to market your newsletter would be to add a "Forward to a friend" link.
Good content structure. Don't just duplicate in your newsletter all of the articles from your site. If you've got a promotion, a special offer or an important announcement make sure you place it at the very visible place, above the rest of the content. Decide which material is most important and place it on the top. Capture attention with large titles and colored call to action buttons, but you should be careful to not overdo it. Do not put full content. A few sentences with a "read more" link to your website are sufficient.
Using pictures, flash, interactive forms. The majority of the email clients have the pictures switched off by default. That's why it's not encouraged to include significant content inside images. You need to make sure your readers are going to have the ability to receive your message even when they had the pictures turned off. The images you use should not be overly large. Remember that some email clients (such as Outlook 2007) don't support background images. Don't embed flash and do not use interactive forms.
Designing for mobile. Optimize your newsletter for cellular devices or create a mobile-friendly version of your newsletter and provide a hyperlink to it.
Simple unsubscribe possibility. Do not forget to include an unsubscribe link. Don't even try to hide it from the reader. If a person decided to unsubscribe, it is better to let him move than to get an annoyed subscriber, or worse, a spam complaint.
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