Email Design - The Basics
While I say efficient design, I mean that the newsletter should inspire confidence, build a relation of confidence and loyalty between your business and costumers and in no circumstance it should frighten or create negative relationships. The most important things for a fantastic email design are: it should to be readily recognized, have an internet based version, simple unsubscribe option; integration using social networking, which is essential nowadays and a mobile edition. The content will be well structured and exhibit all the images correctly.
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Design Limits. When someone receives your newsletter, particularly if it's the very first time, he must understand instantly who the sender is. This will produce the first impression that will lead to one of the next: that he will read or instead ignore your email, or worse, will indicate it as spam. You should be consistent and designing your newsletter in precisely the exact same style. It should be picture and brand continuity of your site. Include your logo in the header of this newsletter with your motto or other symbols of your brand. Use the same colors, fonts and graphics according to your site as far as you can. At the footer of this newsletter, add your contact information. In the exact same place you're able to give a small explanation why the reader received this email from you. It might 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 internet based version. A number of your subscribers can't or do not need to view html mails in their email clients. This is why you need to include a "View the online version" link at the header of your own newsletter. This link will open the newsletter from the default browser.
Integration with social websites. Your newsletter is a good way to collect more fans on your own Facebook page, more followers on Twitter, LinkedIn, YouTube etc and more subscribers to a RSS feed. To connect your readers with your account on your treasured social networks, just don't forget to include in a visible place of your newsletter that the respective call to action links. Additionally, you can add Facebook "Like" and Twitter "Twitt" buttons for every guide, merchandise or entire newsletter. Or an even easier way to market your newsletter would be to bring a "Forward to a friend" link.
Good content construction. Do not just duplicate in your newsletter all the content from your website. If you have a promotion, a specific offer or a significant statement make sure you place it in the most visible place, above the rest of the content. Decide which content is the most important and put it at the top. Grab attention with large titles and coloured telephone to action buttons, but be careful to not overdo it. Don't place full articles. A couple of sentences with a "read more" link to a site are enough.
Using pictures, flash, interactive kinds. The majority of the email clients have the pictures turned off by default. That is why it is not encouraged to include important content inside pictures. You need to ensure that your readers will be able to get your message even when they had the images turned off. The graphics you use should not be too large. Remember that some email clients (like Outlook 2007) do not support background images. Do not embed flash and do not use interactive types.
Designing for mobile. Optimize your newsletter for cellular devices or make a mobile-friendly version of your newsletter and supply a hyperlink to it.
Simple unsubscribe possibility. Do not forget to add an unsubscribe link. Do not even try to hide it in the reader. If someone made a decision to unsubscribe, it's better to let him go than to find a annoyed subscriber, or even worse, a spam complaint.
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