Newsletters still offer the best way to reach your audience directly and increase sales. But if you’ve never managed an email list before this can be an intimidating process.
Once you have a list you’ll need to send out emails that connect with subscribers and offer real value. This means great content and great design all wrapped up in a pretty bow.
Let’s dig into the UX side of email design to consider what makes an email engaging. This goes far beyond a great headline and once you know how to design emails you’ll see incredible results with your open rates.
Emails need to be designed smaller because email readers like Outlook have more restrictions than web browsers. This means your average newsletter is rarely larger than 600px wide, so it’s best to use a 1-column layout or at most a 2-column layout.
When you plan your content it’s good to organize this into a single column format. Think about how you can organize your writing so it flows down the page and offers an easy reading experience.
Take for example the WistiaFest 2017 newsletter design. Each section of the design spans the entire width of the newsletter so content streams down straight in a clear linear fashion.