Blaugust Day 22: Building an E-newsletter

In my day to day job, a lot of what I do involves helping to build marketing emails and newsletters.

In fact, I’ve recently been doing an email marketing course, and there’s notes about that in previous posts (and at least one upcoming one.) I enjoy making email newsletters, and I’ve actually just been finishing up one for Manchester Canoe Club (their first one ever, it’s a fun side-project). So I decided to do a little post on email newsletters. Obviously there’s no shortage of info and articles from experts on how to do it well and I’m absolutely still learning some things, but here are a few thoughts.

  • Keep it simple – both in design and in clear information. Most people spend less than a minute looking at an email, especially with the sheer number that most of us get these days. So while it’s nice to have lots of cool designs,
  • As a general rule, I like to build my newsletters – Title, text on one side, picture on the other (going to underneath or above the text on vertical mobile screens). It’s probably a cliche but I’m also a fan of alternating the picture and text in each row moving down, it can look a little stilted otherwise.
  • White space (in moderation) is nice. Crowded is bad. Keep colours to your brand, or keep them neutral.
  • A snappy title is important, but if this is your monthly newsletter, there might be something to be said for keeping consistency, especially if it’s to an audience that you also market to. Quirky titles might work as part of your brand, or they might be better off saved for a special occasion.
  • Lots of links shows that your website/social media etc. is content rich.
  • The best times to send are Tuesday – Friday. A lot of people don’t check their emails at the weekend.

As I mentioned above, there’s no shortage of resources for email building, and this won’t apply to everyone, it’s just a little list based on personal experience.

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