4. Pay attention to the design and structure of the newsletter
Even the best content isn’t much use if it isn’t well presented. A standardized layout increases the recognition value and strengthens the corporate identity of a business. The company logo should be in the header with a link to the website. A clear and intuitive navigational structure is just as important as an appropriate and readable font. When building and designing the mail you should always keep readers’ behavior in mind. Here are some rules to follow:
Positioning in a visible area
The “above the fold” principle applies to newsletters as well as websites. Many will know this principle from the classic newspaper adage. All important information should be above the fold (i.e. the page break) so that the reader sees it straightaway. When it comes to the internet, the principle refers to the limited browser window (600 pixels). All the important content, key statements and offers in a newsletter should be in this visible area. Most importantly, the call to action, which encourages the reader to click on more, should be visible without the need to scroll down. sichtbar sein.
Call to action
The aforementioned CTA (call to action) is especially valuable when it comes to designing a newsletter and can be considered to be the centerpiece of the e-mail. It is only when the CTA speaks to the customer that they will continue to click. The design should look different, the button or writing often stands out from the rest, and the text should be short and concise. Since you only have a few words or a sentence, you need to cut to the chase and give a good reason for the customer to click.
Use visual stimuli
The design (the choice of colors and contrasts) also belongs to the success factors of the CTA as well as content, structure and positioning. Click elements, CTAs and special offers can be made to stand out by using different colors. You can emphasize different areas to direct the reader’s attention to them, but it is best to concentrate on just one or two highlights. If you use images and graphics, don’t forget to include the alt texts. These are shown as alternatives in case the graphics cannot be shown correctly. If you are advertising a big discount sale in your graphic, you should also have this written in the alt text.