{"id":16120,"date":"2022-02-23T00:04:35","date_gmt":"2022-02-23T00:04:35","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/23\/how-to-send-the-right-message-with-your-email-newsletter-design\/"},"modified":"2022-02-23T00:04:35","modified_gmt":"2022-02-23T00:04:35","slug":"how-to-send-the-right-message-with-your-email-newsletter-design","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/23\/how-to-send-the-right-message-with-your-email-newsletter-design\/","title":{"rendered":"How to Send the Right Message with Your Email Newsletter Design"},"content":{"rendered":"

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8 minute read time<\/h6>\n

\n Campaign Monitor – Feb 22, 2022<\/span>\n <\/p>\n

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No matter how good the content is, design can make or break your newsletter. Here are some email newsletter design tips, and how to optimize for conversion.<\/span><\/p>\n

Any designer worth their salt will tell you good design is invisible, but that doesn\u2019t mean it\u2019s effortless. Your messaging depends on design to be effective. A good email newsletter design is not just attractive; it markedly complements the words you\u2019ve written.<\/p>\n

Email templates<\/a> are a great tool for most marketers; unless you have hours to spend on design and layout, we recommend using one rather than starting from scratch. Drag-and-drop email builders allow you to customize any template to make it yours. In fact, making the changes is often easier than making them look good. Here\u2019s how to turn a basic template into a customized email your readers will love to receive.<\/p>\n

Choose an email newsletter template that fits your content<\/h2>\n

Have an outline or even your final piece of content ready to go before you search for a template. Otherwise, you may make it through the customization process only to find your template isn\u2019t a good fit. Even templates designed specifically for newsletters<\/a> aren\u2019t interchangeable.<\/p>\n

Your template must-haves will be dictated by the type of email you\u2019re sending. Are you sharing a round-up of popular links? Look for a design with multiple sections and separators. Do you write thought leadership essays? You need a template with a minimalist, text-forward layout.<\/p>\n

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Design tip: Save templates you\u2019ve used for future newsletters. Consistency makes your marketing campaigns look professional \u2014 and you\u2019ll save time by sticking with something that works.<\/i><\/p>\n<\/blockquote>\n

Make it yours by incorporating your branding<\/h2>\n

A reader should know who an email is from within seconds of opening it. Using brand assets and colors<\/a> makes your identity clear from the start.<\/p>\n

There\u2019s no excuse for sending out an email campaign without your logo or wordmark. Most templates have a section for this at the top; if yours doesn\u2019t, add one. It\u2019s also a good practice to put your logo or wordmark in the email footer.<\/p>\n

Your template should also incorporate your brand\u2019s color scheme. Don\u2019t go overboard \u2014 there\u2019s no need to include an entire color palette or coordinate every element. When changing text and background colors, maintain legibility<\/a> by keeping font sizes large and using high-contrast color combos.<\/p>\n

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Design tip: Double-check your color palette with <\/i>WebAIM\u2019s Contrast Checker<\/i><\/a>. If your font is a lighter weight than the tool\u2019s default font, you may need to increase contrast to stay within accessibility guidelines. <\/i><\/p>\n<\/blockquote>\n

Chart your reader\u2019s journey with design elements<\/h2>\n

Design isn\u2019t just about aesthetics. It\u2019s a tool you can use to shape a reader\u2019s experience. Most people scan their email messages<\/a>, but you can use design to strategically highlight enticing information and earn your reader\u2019s full attention.<\/p>\n

Set a hierarchy to highlight key points<\/h3>\n

Using typography to create a visual hierarchy helps scanners quickly pick out the key message of your email. The size, weight, color, contrast levels, and even shape of your text provide cues that guide a reader\u2019s focus. The longer your email, the more hierarchical elements \u2014 like headers and subheads \u2014 are necessary to break your content into digestible sections.<\/p>\n

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Design tip: When creating text styles, don\u2019t go overboard with differentiation. You only need to change one or two elements \u2014 for example, weight and size or size and color \u2014 to denote hierarchy.<\/i><\/p>\n<\/blockquote>\n

Lead readers through a longer email with eye-catching elements<\/h3>\n

Your newsletter layout should partner with the visual hierarchy you created earlier to draw eyes from one key element to the next. The inverted pyramid<\/a> is a great format for short messages with a single CTA; longer newsletters require multiple elements to keep readers engaged all the way through. Try using:<\/p>\n