![]() The email community is, after all, a collaborative place where ideas are shared. Pablo Picasso once said, “good artists borrow, great artists steal.” And if Picasso himself said so, who are we to disagree? What we’ve noticed over the years as newsletter design has evolved is a refinement of design principles. Your personas can either be represented as stock photos or cartoons like Mailjet’s Greek gods Have this caricature handy when making decisions by asking, “is this right for my audience?” ![]() Flashy colors and funny memes may appeal to some readers but may not be so palatable to others.Īre you targeting a specific demographic or are your readers diversified? Age, location, gender, industry – there are a lot of data points that can paint a picture.Ī customer (or buyer) persona is a sales and marketing tool used to understand and visualize a fictional character to represent your audience. Understand your audienceīefore you start splashing colors and imagery onto your newsletter template, you need to understand your audience. ![]() These stats will ensure your newsletter is performing in line with broader marketing goals. Luckily, newsletters are a great way to nurture customers and move them down the sales funnel toward a purchase.Įmail service providers (ESPs) like Mailjet are choc full of email marketing metrics to track the effectiveness of your design. So, dust off your marketing strategy and make a list of ways your newsletter can support your wider marketing goals.įor most companies, revenue growth is going to be a priority. In this economy, every marketing effort is going to be scrutinized for its contribution to the wider needs of the organization. It’s easy to get lost in what we would like to see in a newsletter, but once you look at the needs of your company and audience, everything becomes a little clearer. Plan and prepare your newsletterĭesigning a newsletter without planning could result in a vanity art project that perhaps the patrons of an art gallery would admire, but your subscribers will be left scratching their heads. Unlike traditional baking, newsletter baking can’t be completed in a couple of hours. Make sure to factor in breaks between each stage (or substage) of this recipe, though. We’ve taken the guesswork out of designing the perfect email newsletter by breaking down the process into six simple steps. Hence, the creation stage is just one of the six steps we’ve outlined in our infographic below.Ĭlick to view larger graphic How to design a newsletter This way, the actual creation stage should slot into place almost by itself seamlessly. That’s why it’s essential to set time aside to plan, gather, and structure your newsletter. Pretty newsletters are nice to look at, but high-quality newsletters have intent behind every header, CTA, and image. ![]() On the bright side, once you’ve created your first email newsletter design, it will just be a case of iterating on the original by testing new ideas. Keeping both plates spinning is what makes running a successful company newsletter so challenging. Yet from the perspective of the marketer, it’s important the right messages are being conveyed in line with marketing goals and KPIs. Think about the newsletters that you have stayed subscribed to for the longest time – what do they all have in common? Nine times out of ten, we stay subscribed due to the value we consistently receive from these emails.
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