Email Newsletter Design Dos and Don’ts for Publishers

Email Newsletter Design Dos and Don’ts for Publishers

As a health and wellness publisher, you rely heavily on subscribers engaging with your email campaigns. If your email doesn’t catch their attention right away, it probably won’t have much impact. For your emails to land in your subscribers’ inbox and get results, your email needs to be formatted correctly and well-designed. If you’ve been using the same template for your newsletter for months, or even years, it’s time to totally redesign your newsletter, or simply modify a few things, to give your subscribers something fresh to keep them engaged.

We’ve put together a guide that illustrates what to DO and what NOT to do when crafting your email newsletters.  We highlight common mistakes that health and wellness publishers make when constructing an email campaign. With tips from this visual guide, you can optimize your health and wellness newsletters for visual appeal, subscriber engagement and inbox delivery. From color, length and layout to subject lines and calls-to-action, we’ll help you avoid common pitfalls, drive opens and conversions, and  increase the productivity of your email marketing programs.

Download Email Newsletter Design Dos and Don’ts for Publishers.

Do Your Images Detract From Your Message?

Do Images Detract From Your Message?

When designing email newsletters and marketing campaigns, it is important that you consider the limitations presented by email readers. Many users, either by personal preference or email client defaults, are blocking images from being downloaded in the HTML-formatted messages they receive. Thus, it is a good practice for email designers to prepare for both image “off” and “on” scenarios.

Here are some of the basics you need to know about using images in email:

Audit your email marketing strategy

Email Marketing Audit

“Audit” – not everybody loves to hear that word, but it can also be your best friend.

If you send regular email campaigns, it’s a good idea to check out the soundness of your strategy every once in awhile. A complete audit of your email sending tactics and practices will help identify problems with your lists, your content, your segmentation, your schedule, and your campaigns.

It’s also a good idea to run an email marketing audit if you notice your response rates dropping, such as opens and clicks, or if you see a rise in unsubscribes and bounces. The audit can reveal where the problems might be.

The 46 Cent Luxury Item

Postage on a package

So the U.S. Postal Service has now proposed to raise the cost to send a first class letter from 44 cents to 46 cents. Do you think that’s a good idea?

It costs a fraction of a cent to send an email message to anyone in the world, regardless their location and length of your message (including attachments). It usually arrives in mere seconds. It usually doesn’t matter if it is raining, snowing, or hot outside either. Compared to email, a postal letter is probably about 10,000 times more expensive to send. Simply put, a postal letter has become a luxury item.

That’s unfortunate, because I enjoy getting postal mail. As long as the ratio of bills to quality mail is reasonable, postal mail can be a great way to communicate. For cards and letters, catalogs and magazines, and other types of packages, there is nothing quite like getting an unexpected piece of postal mail.

Email Subject Line Tips

Subject lines -do you start every email campaign with a subject line that encapsulates the message in one easy-to-read headline? Do you make it short, easy to understand, and most importantly, shareable? Or do you wait until the last second before you send your campaign and throw a subject in as an afterthought?

Either way (and you know which way you should be doing it), here are some tips that will help you reach the inbox and will help you get your emails read.

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