Typesetting, formatting, color scheme, and mobile friendliness are few of the key areas where a newsletter design tends to develop fault lines. But there are corrective measures to overcome them.
News bulletins and other interesting information clothed and distributed in the form of a newsletter make a good internet marketing tool for organizations. Every business produces newsletter, but the overriding question is how much attention and care is given in generating such published reports. Honestly, very few. Newsletters can form a good part of a company’s content marketing strategy, but only when it is done in the proper fashion. They must deserve to be read and re-read, not find their way to the trash can.
Below is an enumeration of 6 common newsletter design pitfalls we tend to fall into, and their solutions:
1. Choice of typography: Tiny fonts in combination with visual content that is difficult to load are a recipe for disaster. Readers will get dejected pretty soon. Such type choice isn’t made for mobile devices. Also using different variations of fonts conflicts with visual hierarchy, concentration, and consistency.
The way out: Keep the fonts simple and classic. Stick to one font, italicized and bolded at most. Make it easy to read.
2. Formatting rules: Readers aren’t looking for protracted narrative in your newsletter. Seriously nobody has time to go through that kind of stuff. Swamping the audience with endless words in hundreds and thousands will fail.
The way out: Arrange content in main headings, subheading, and categories. Make them easy on eyes and digestible bite-size. Give enough spacing between sentences and paragraphs.
3. Judgment on colors: Extreme brightness looks fancy and unprofessional. It can be a strain to eyes, making concentration difficult. Wrong color scheme is a huge turn-off for subscribers.
The way out: Consider colors that match the logo. Be mindful of the white space. Keep colors sober and professional, not funny.
4. Not moving readers to action: If you think vague comments at the end will serve as an influential call to action, you’re utterly wrong. They will serve more as a distraction then. If you’re unclear as to what your business really wants, it is futile to expect customers to take actions.
The way out: Make clear about your newsletter’s goal like ‘User Registration’ or ‘Register Here’ instead of a ‘Get in Touch With Us’ or ‘Visit Our Page.’ Make them stand out and clearly visible. Go for inviting buttons and other functional designs.
5. Not mobile friendly: For reasons not so clear, many businesses still keep their newsletter mobile-agnostic, whereas 80% of people use smartphones every day to check mails. Some businesses relegate mobile phone compatibility to discussion at a later stage. Click rates and usability of newsletters are often disregarded by many, thinking they will take their own course.
The way out: Build a responsive newsletter design that works well on mobile platforms. Keep in mind minimum font size and image bandwidth on uploads. People aren’t that patience at present, but display short attention span.
6. Failure to maintain design consistency: Design fluctuations can be a blot on what could have been a responsive newsletter. Constant template changes leave customers confused and fuming. They may even unsubscribe your newsletter. The way out: Maintain stability in design. Resist the temptation to meddle with it unnecessarily. Make adjustments only when it really calls for. As it transpires, Responsive newsletter design are often committed unwittingly, due to ignorance, and lack of attention to details. But they aren’t invincible. They allow corrective measures in a matter of minutes or hours, if not days. It’s reasonable to expect that newsletters, which serve as a mouthpiece of your organization, don the best design outfits.