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7 Newsletter Layout Design Tips To Instantly Woo Your Subscribers!

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06 Jan 2021

Working on newsletters to make each of them distinct is no doubt a big challenge, but considering the enormity of its return, it's worth the effort.

You must create a newsletter so compelling that users cannot resist hitting the subscribe button and look forward to your next writing. To help you with that we have assembled some impressive newsletter layout tips to help you instantly attract subscribers and encourage them into buying from you.

1. Visual Hierarchy

It’s a design principle through which you make a sense in your content about what is important to the reader by using positions, sizes, colors, shapes, etc. You can execute this in the following way;

Scale: Don’t hesitate to apply the notion that a big thing grabs the attention faster. Thus; provide more space for important pieces of information.

Create a typographic hierarchy by using big fonts.

Do not go for using more than three different sizes in your newsletter layout or you’ll be risking your email’s deliverability.

Apply scanning patterns: According to the report of eye-tracking studies, people scan content! It’s applied to the emails too. We have specific patterns like Z and F to guide the users from corner to corner through a content.

Then comes the inverted pyramid newsletter layout. Through this design, readers are made receptive to the CTA. One thing to be very mindful of is your email copy should be aligned with the CTA copy.

F pattern newsletter design is effective when the email is composed of plain text content. In this design;

Substantial information is highlighted in bold letters to reduce cognitive pressure

Writing concise and to the point paragraphs

Displaying crucial information as bullets

2. Grip Negative Space

Negative space, also known as white space, is the space between the newsletter’s design and its surroundings. It can be seen in various logos, posters, web layouts, etc. Newsletters are not behind in this race.

There have been various experiments and studies conducted to test the relevance of this phenomenon with newsletter designing. Below we have discussed what the Gestalt principle of proximity says in this regard.

When elements are grouped in content, we’re likely to make a mental shortcut and try to discern them as they are related to each other in contrast with the elements that are spaced further apart. To clearly understand this, we can say that negative space;

An email from ‘Everlane', is the best example of the above criteria. They have a perfectly spatial relationship between layout elements, where the logo and the CTA are quite scannable for readers that aspire them to scroll further.

3. Implement Directional Lines

Directional cues, both implicit and explicit, are visual aids like arrows or the eye gaze of a model, that point toward the most important elements of your post-click landing page. Implicit cues can be white space or empty area of your post-click landing page that helps attract the attention to specific elements, color contrast, and also attract the attention of users to a particular area, encapsulation, that is highlighting the important elements of your content by creating an enclosed window of focus.

Explicit cues can be the eye gaze of a model looking at a thing towards which you are trying to draw your user’s attention, pointing or gesturing, arrows towards CTA, etc. When these directional cues are implemented in the content, it can fabulously direct your readers about where to look. Through these elements, you can guide your users about their further action i.e. clicking on the CTA.

4. Transpire A Protruding CTA!

By sticking to the basics of designing a CTA, you can engage those crowds too who are against any allegiance.

CTA design: As per several studies, there is no particular CTA color to ensure conversions. Instead, the real difference is made only when a color that gives a sharp contrast with the background is used in the layout. Moreover, squint-test to see if it’s suitable for the layout of the newsletter.

Number of CTAs: Similar to the color, no specific quantity of CTAs can increase email conversions. It may lead your subscribers to get subjugated with many CTAs. To overcome this issue, just have one call to action or if you want to add more, then change the shape or color of the other CTAs.

5. Intense Conversion Scent

Bryan Eisenberg, in his book “Always be Testing”, introduced the term conversion scent, he says;

“When you abandon your scent trial, you strand visitors and destroy the persuasive movement on your site.”

That implies you cannot triumph over your subscriber’s confidence until you deliver a pre- and post-click experience by an Ad or an email to your landing page. To make them realize that the email is from you and for a strong conversion scent;

Add a logo: Prevents you from spamming and builds familiarity.

Font type: Be consistent with your font type and color theme.

Stay true to your brand's vision: The colors and shapes should not lead your content’s message somewhere else. Deliver the exact message.

6. Persuasive Images

For an engaging email, the layout of your newsletter must involve some appealing images. For an enhanced impact, you can use the images that applaud the simultaneous content and promote positive sentiments among readers. You can make it scannable and add some GIFs into the layout too.

Here are some quick tips for using images in newsletters.

Cautiously use the overused store of images.

Constraint the number of images.

Do not use JPEG format for images with text.

7. Receptive Design

When your newsletters do not procure to the screens of readers, they unsubscribe due to disorganized content which leads your brand towards lower engagement.

About 51% of customers open up emails on phones not only because they don’t have time but also because they enjoy shopping on smartphones.

Thus, using responsive newsletter layouts can save you from losing engagements. Use various applications to test your email layout to check its responsiveness to various screen sizes.

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