Four Tips to Improve Your Email Newsletter Readability
GRAPHICMAIL – An email newsletter is a great way for a business to communicate with its customers. However, it’s always tempting just to dump a lot of content into the body of an email. After all, this way the message may appear to be more substantial and more authoritative.
What marketers need to grasp is that how well they present this content depends on the readability of the newsletter’s text. The easier it is to read, the better one can communicate with subscribers, increasing the value of each newsletter.
Some newsletters are very good in terms of having professional design and good copy — and yet since the content is too dense, the success rate of the campaign suffers. After all, what good is any marketing email message if people can’t read it and find the information they need quickly?
1. Break up paragraphs with white spaces. A white space in a newsletter is like a pause in a conversation. There are a number of important reasons for inserting such paragraph breaks frequently.
- It’s hard to read on screen. By breaking up newsletter paragraphs into little pieces, you make it easier for your readers to get through the copy in general.
- People like to skim, and studies have shown that they jump around the message without reading all the information necessarily in sequence. Having shorter paragraphs helps readers pick out things of interest to them.
- White space makes the text feel more conversational. When a promotional email uses the approach of having lots of short, one- or two-sentence paragraphs, it has a much more personal rhythm to it.
2. Use natural alignment. For some reason, there’s a tendency among some emailers to put all text in center alignment. It does depend on the rest of the design, but typically this just makes it difficult to read and to follow along with the structure of the newsletter.
Unless there is a specific reason for it, don’t try to get fancy — align all text to the left, since this is how we normally read.
3. Make the text scannable. To make their email marketing campaign have an eye-popping presence, there is often a desire to make all of the copy bold — but when this is done, it’s also true that nothing stands out. The effect of highlighting the most important lines is removed, because everything is the same.
So, only bold key information and headings. This way, when people scan, their eyes stop at the most crucial info that you want them to see.
4. Moderate line length for optimum reading. When the lines go all the way across the page, the text becomes less inviting to read, since it may look like there’s too much of it. It also causes eye fatigue, so even though people start reading, most of the time they’ll give up before they reach the end and skip to the next line.
Instead, lay out text to fit into skinny columns with fewer words per line, making it easier for subscribers to stay interested without skipping any details as they flick rapidly through the text, line by line.
- Pingback from Afternoon Announcements: Integrating PR into Your Marketing Plan, Improving Your eNewsletters & How B2B Marketers Can Succeed on Social Media | Duncan/Day Advertising
Leave a Comment
- Adknowledge Acquires Video Syndicator Giant Media March 10th 2014 KANSAS CITY, Mo. and LOS ANGELES, March 10, 2014 (ADOTAS) [...] more »
- Today’s Burning Question: Instagram’s $100 Million Ad Deal with Omnicom March 10th 2014 ADOTAS – This past Friday, Advertising Age reported that Omnicom [...] more »
- PointRoll’s Social Engager Leverages Multi-Source Data to Alter Creative on the Fly for Mobile Facebook & Twitter Users March 10th 2014 AUSTIN, March 10, 2014 (ADOTAS) — Advertisers can engage prospective [...] more »
- Bitly Adds New Leadership, Partners with Moz for Inbound Link Marketing Intelligence March 10th 2014 NEW YORK, March 10, 2014 (ADOTAS) – Bitly, the company [...] more »
- RadiumOne Appoints New CFO As Rapid Growth Continues March 10th 2014 SAN FRANCISCO, March 9, 2014 (ADOTAS) – RadiumOne, the leading global [...] more »
- Blue Calypso’s DashTAGG Chosen as ad:tech San Francisco Official Mobile Gamification Platform March 10th 2014 DALLAS, March 10, 2014 (ADOTAS) – Blue Calypso, Inc. (OTCBB:BCYP), [...] more »
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- The Programmatic Future: Automation Poised to Dominate Video Ad Buying March 10th 2014
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- Today’s Burning Question: Instagram’s $100 Million Ad Deal with Omnicom - Responsivemts | Responsivemts: [...] Tech Companies Must Improve EncryptionThe (Important) SXSW Panels You Missed, Explained by CartoonsToday’s Burning
- Bitly Adds New Leadership, Partners with Moz for Inbound Link Marketing Intelligence - Responsivemts | Responsivemts: [...] Live Video: Edward Snowden at SXSWSheryl Sandberg Teams Up With Beyonce to Ban
- Finding Your Brand Advocates, Are You Ready for Super Bowl Sunday? - Inside CXM: [...] Theresa Trevor, Adotas, offers 5 simple rules to motivate brand advocates: [...]
- Study: Consumers Want a More Personalized Mobile Home Screen | Isupon: [...] ADOTAS – New research from mobile analytics company Flurry shows noteworthy growth in the use