However, we know that budgets are tight for most companies when it comes to email newsletters, so even if newsletter design is a priority, enlisting the input of a UI/UX or design expert can seem like an out-of-reach expense.
Don’t worry. While we’re not designers or UI/UX experts, we’ve put together some practical design tips from experts that can help you get started and increase your newsletter engagement rates.
On that note, let's get started.
#1. Let's learn the basics correctly
Before we get too far into our favorite design tips argentina phone number resource let's discuss the basics first.
Try to strike a good balance between content and white space (i.e. you don't want to overwhelm the reader by writing long, never-ending paragraphs or complicating your layout).
Keep your subject lines and content to an optimal character length. Experts recommend keeping sentences between 45-75 characters and subject lines under 45 characters for comfortable reading.
Use a responsive design with high-quality images . Or at least prioritize mobile-friendly email designs so there’s no disruption to the user experience.
Keep accessibility in mind when creating your newsletter design. For example, you can add labels to images and choose colors, fonts, and contrasts that comply with web accessibility standards.
Include an unsubscribe button for recipients who would prefer to leave your email list. These little details build trust in your brand.
Now, for the golden rule. Always have a clean design that allows the reader to focus on the main content.
For example, Clean Origins’ New Year’s newsletter highlighted its core product, engagement rings, with a simple, clean design—a perfect match for such a luxurious product.
Clean origins newsletter
Source: Milled
Remember, sometimes less is more. If you stick to your core offering, you can’t go wrong.
#2. Use eye gaze strategically
If you use human faces in your newsletters, facial expressions can convey a lot of information.
According to Katelyn Bourgain , founder of the newsletter Why We Buy and an expert in purchasing psychology , “The human mind loves visual cues. We naturally seek out faces—and even instinctively create them out of inanimate objects. This is the part of your brain that fires up when you see a face and also lights up when you see emojis.”
But if you take human faces and features a step further, Katelyn also recommends using eye gaze strategically and keeping the eye gaze near your value proposition or CTA (call to action).
In his own words, "People will naturally follow your eye gaze and be more likely to read the text or notice the product."
#3. Opt for an inclusive approach
The principle of association, one of Dr. Robert Cialdini's seven principles of persuasion , states that people are much more likely to participate in an activity if they feel more involved.
In terms of newsletter design, this means using inclusive elements in your designs (for example, images of people from different ethnic backgrounds or with different facial features).
You can also use Dr. Robert Cialdini’s principle of creating inclusive content (not just design and visuals). Here are some of his recommendations:
Showing how different you are from the crowd
Focus on relatable pain points
Calling location and family ties
Use of local languages
Adding unique jargon
Sharing experiences
Principles of persuation - Opt for an inclusive approach
Source: Influenceatwork
#4. Keep a brand bible on hand
Another tip on the list is to keep a branding bible on hand to help you navigate:
Color palette (for design elements, layout, and content)
Brand colors (and contexts in which to use them)
Design layouts for multiple channels
Tons for different social platforms
Formatting requirements
Image sizes and types
Fonts and typography
Logo features
Brand personalities
This brand bible will ensure that you are always consistent with your brand, ensuring that your readers are familiar with your brand regardless of which channel they interact with you on.
Ultimately, in the long run, this familiarity and trust will translate into increased engagement rates. In fact, there are many studies that prove that brand trust leads to repeat purchases .
Side Note: Although this doesn’t directly fall into the brand’s bible, experts also recommend using optimal grids when creating newsletter designs.
#5. Highlight your CTA (try to make it value-focused too)
If you want to increase engagement and click-through rates on your call to action , here's a design tip you can implement: Make your CTA button a contrasting color from the rest of your text.
For example, your CTA might look like this:
CTA sample - what CTA can look like
Experts recommend focusing on one clear CTA instead of multiple CTAs throughout your newsletter copy , and using action words and verbs. For example, some of your CTAs could be “Get Started Now” or “Buy Today!”
Other suggestions include:
Repeat CTAs at the end of the text (to avoid causing the reader to scan the newsletter again).
Use buttons and graphics instead of text links as CTAs (this will help you convert readers faster).
Leave some white space around the CTA to make it stand out.
Since we’re talking about CTAs, one final tip is to focus on the benefit you’ll get from completing the task. For example, CTAs like “Sign up for free to access XYZ” will showcase the value you can get from completing a task, as opposed to using a generic CTA like “Sign up!”
#6. Choose a font that matches your product(s)
Another tip is to choose a font that suits your brand personality and the look and feel of your products.
Nick Kolendar , an expert in customer psychology and marketing principles , says your brain will activate visual cues when looking at fonts. Here’s a great example:
Font design - Choose a font that goes with your product
Source: LinkedIn
The example above proves that if you’re selling a thin phone, an ad with a thin font will perform better. Similarly, if you’re selling a sleek phone, fonts that feel sleek will convert more.
Other experts also recommend considering readability and web-safe fonts when finalizing font choices. For example, Arial, Times New Roman, Veranda, Georgia, etc. are all categorized as web-safe fonts because they write words clearly and don’t interfere with each other.
#7. Use negative space wisely
Design experts also recommend using negative space wisely to increase the visibility of important elements like CTAs .
For context, here's what negative space might look like (note how it draws your attention directly to the text highlighted in yellow).
Source: Tubikstudio
According to professionals, you should use this negative space to:
Contrast with other background elements (or use to help the reader better navigate the text).
Highlight your selling points (these could be your CTAs, value proposition, USP, social proof, or anything else).
Find a balance between your content and design choices and format your newsletter accordingly.
Upgrade or enhance all elements to make them look more visually appealing.
#8. Explain the details for your readers
Another simple tip on the list is to explain details for the reader, especially if you use visuals. This effort will help the reader connect the dots the way you want them to and will improve the performance of your promotional email.
For example, imagine you run a travel agency and want to send out a graphic in your newsletter with a New Year’s discount offer . Instead of just highlighting your offer in your visuals, consider highlighting what makes the offer special (i.e., spelling out the details for your reader).
Some of the details you can explain include:
What type of accommodation will you be staying in (e.g. a 5-star luxury hotel?)
Why you are going at this time of year (for example, seasonal highlights might include snow or upcoming events)
Who might this offer be best suited for – a family, a couple or someone who loves adventure?
For example, consider how Katelyn describes details in her images with the help of arrows, color changes, and highlighted text.
