Email Newsletter Best Practices

There are  top five best practices that you should always consider when thinking about and designing an email
newsletter and campaign.

***. One Call-to-Action: Go straight to your message. Though you may feature multiple products in a direct sales email, do not ask customers reading the email to do anything other than purchase as you will distract them from the
intended goal. Do not clutter your direct sales emails with content links, information links or even social
media links.

1. Excerpt Content and Link to the Full Version: If you are including a column or article, always simply
include an excerpt or “tease” within your email newsletter and then link to the full article or column on
your website. Not only does this drive valuable page impressions to your website, but it also avoids your
email newsletter being flagged as spam instead of going to the inbox because of a questionable word
usage in your full content.

2. Make Links Clear and Visible & Use Text Links: Make sure that all links to your website, partner
sites or other locations are clear and visible. When possible, default to blue, underlined links for easy
user recognition. Though in web design it is often unadvisable to use the words “click here” in a link, in
email design it typically is more effective to use the words “click here.” Make sure that your links are text
links and not image-based links as images may not appear in all emails.

3. Prioritize the Content That Users Will Care About in the Top Three Inches: In a typical email
preview pane, you will have approximately three inches to display your content and allow a reader to
decide whether to read the full email or not. Make sure that your most engaging newsletter content
appears within these top three inches and do not waste the space with graphic headers or filler “welcome”
content.

4. Use a “Table of Contents” or “In This Email”: Because email newsletters tend to be longer and
users tend to scan them quickly, use a table of contents or a quick list of what’s in the email near the top
so that users can quickly refer to it to see what content they may want to read.

5. Allow Readers the Option of Reading the Newsletter on a Webpage: Particularly for users who
read their email on their mobile device, the option to click a link and instead see a hosted version of the
newsletter on a webpage instead of having to read the entire newsletter within their inbox is a huge
benefit. Offering this option will significantly increase the number

***. One Call-to-Action: Go straight to your message. Though you may feature multiple products in a direct sales email, do not ask
customers reading the email to do anything other than purchase as you will distract them from the
intended goal. Do not clutter your direct sales emails with content links, information links or even social
media links.

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