6 Tips for Effective Email Newsletter Design and Layout


An email marketing campaign is an excellent way of staying connected with your customer base and retaining any leads you may have recently acquired. In both cases, you’re engaging an audience who already has an active interest in what you offer, keeping them up to date on things that may interest them at your company.

But the truth is that building a solid list of subscribers and creating compelling content is only half the battle. Once you know what you want to say and who you want to say it to, you need to ensure that the information the individuals on your list receive is laid out in an easy-to-read, easy-to-follow manner. With that in mind, here are six tips for an effective, eye-catching email newsletter design and layout that’ll help your customers stay away from that dreaded back – or worse, unsubscribe – button.

Start with Strong Branding: Don’t forget that one of the primary goals of an email marketing campaign is to maintain brand awareness amongst your customer base. It’s a good idea to lead off each of your newsletters with a strong image of your company’s logo. This will give each email you send a look and feel that’s unique to your business and brand, keep each newsletter consistent, and help your message stand out from any other newsletters your customers receive.

Avoid Clutter: While it’s tempting to try and highlight everything that’s going on with your business, remember that too much content can be off-putting and confusing to readers and may cause them to go back to their inbox and send your newsletter to the trash. Pick 2 – 3 features or topics you’d like to make your subscriber base aware of and include those. Consider including a link back to your website and informing readers they can always visit to see the full range of news related to your business.

Choose One News Item To Put in the Spotlight: While an email newsletter definitely brings your customer base added value free of charge, it’s important to remember that most people don’t want to wade through walls of text when they’re reading emails. That’s why it’s best to pick one piece of content you want to highlight and put it at the top of your newsletter, having it take up about 2/3 of the space, with one or two paragraphs. It goes without saying that this should be related to the most important thing that’s happening with your business at the time you send the newsletter out.

And Keep All Other Updates Short, Sweet & to the Point: As mentioned above, it’s important to avoid clutter and to include only 2 – 3 news updates with each email. Secondary features should be only 1 – 2 sentences in length, with a quick but detailed summary, a small picture and any relevant links included for further reading.

Leave Space for Social Media and Upcoming Events: However you choose to lay out your newsletter, you should leave a small space for your social media icons (Like us on Facebook, Follow us on Twitter, etc.) and any upcoming special events you may be hosting that aren’t a part of your main content and updates.

Include Value: And last but certainly not least, always include value for your audience. If all you ever talk about are your own services or products and how much you would like them to buy your services then they will very quickly tune you out. Provide them with valuable information that can help them with their own business and you will build a loyal audience.

There are no set-in-stone rules for how to lay out and design an email newsletter, but these basic guidelines should help you keep your customers engaged and informed of everything important that’s going on with your business in one convenient, easy-to-read place. Now that you’ve got a basic idea on how to put together an email newsletter, start organizing that content and keep that customer base growing! Good luck!

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