Creating and styling an email newsletter: Technical requirements and letter design

A newsletter letter should be beautifully designed to interest the user. This means that the text and images are in place, the layout is not “separated”, and the fonts are displayed correctly.

Here’s how to make an email that opens correctly on any device. What are the obligatory requirements for the layout. Let’s find out what elements make up the layout of an email. We’ll show you how to create a template in an online service. The article also includes several good examples of comment letters.

Technical requirements and letter design

E-mails must be correctly displayed on all devices. This requires a properly designed layout. There are several universal technical requirements for the layout. The design also affects the interest of the Agen Sbobet recipients in the newsletter: a useful letter will not be read if it is boringly designed.

Technical requirements for the letter:

  • Layout dimensions. The width for the desktop version should be 600 px. For the mobile version it should be 300-320 px. If the layout is wider, there will be horizontal scrolling.
  • Font size. The optimal size is 12-14 px. If you make the text smaller, the user will have to strain his eyesight. You should use Caps Lock in moderation. Emails with a lot of caps might get into spam.
  • Safe fonts. Use fonts that all e-mail programs support: Times New Roman, Arial, Verdana, Helvetica. Custom corporate fonts can be used for headings and embedding them with pictures.
  • The number of characters in the subject line. It is advisable to write it in 35-40 symbols, then the whole topic will be visible even in the mobile version. If you can not formulate it briefly, make the main point in the first 40 characters.
  • Link to unsubscribe. If it is not there, the mail will go to spam. The unsubscribe button is prominently placed at the end of the email.
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Recommendations on message design

  • Adaptability. Modular layout allows the elements of the letter to adjust to the width of the screen of mobile devices.
    Important information is in the text. Pictures might not open, so text and visual modules should be independent from each other. Then the email will not be useless for the recipient, even if the visual part does not load.
  • You can use images and GIFs, but not videos. You can’t insert a video into the layout. You can give a link. It’s better to place it at the end, so that a person won’t leave your email without having finished it.
  • Custom design. If emails have a corporate style, this increases brand recognition. You can develop several universal templates for each type of mailing: welcome letter, order confirmation, promotions, congratulations. In the future, you’ll only have to change the text and images of the products.
  • The size and appearance of the buttons. If you have order, buy, sign up buttons, etc., their minimum size should be 46×46 px. If you make them smaller, they will be inconvenient to click on in the mobile version. Buttons should be prominent, contrasting with the color scheme of the email.

Before sending, check how the letter will look in different email clients. Use litmus.com or mail-tester.com.

How to create a letter for an e-mail list

There are no clear rules about what elements should be included in the layout. Proceed from the objectives of the newsletter and corporate style.

The main blocks of the letter are:

  • subject line;
  • preheader;
  • descriptor;
  • header;
  • letter body;
  • CTA buttons (call to action);
  • footer (basement).
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In some types of emails, some elements may be missing. For example, a newsletter won’t have CTA buttons.

The subject line should announce the benefits for the client and intrigue them. The main thing is not to overdo it: clickbait should not be used. If the subject line doesn’t match the content, the user will lose trust in the company and probably won’t read the next emails. You don’t need to put a lot of exclamation points. Words like “free”, “guaranteed”, “win” should be avoided. Check the list of stop words that can make emails go to spam.

A preheader is a continuation of the subject line of the e-mail. In 100-120 characters specify what the subject is about, reinforce the user’s interest. Pre-header affects the discoverability of newsletters as well as the subject.

The descriptor is placed above the main picture or text. It contains the company logo, a link to the website or the web version of the email, the link to the catalog sections. It shows who the email is from. In promotional newsletters the descriptor allows the client to go straight to the website without having to read the letter in full.

The header is not always present in emails. The subject and descriptor work instead of the headline in newsletters. If used, performs the task of engaging the reader in the content. Show the person that they opened the email for a reason, the content is worth paying attention to.

The body of the email consists of a visual and a text part. The main banner, product cards, main text information, CTA buttons, and links to additional materials are placed here.

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The main banner should preferably be 300 px high and 600 px wide. Then it will fit completely on the screen of any device. For sales letters, you can put not only the main information on the banner, but also a call-to-action button.

Structure and format the text with fonts, lists, frames or emoji. A solid canvas of letters won’t spark user interest.

If your company has a blog, invite customers to read articles. Place links at the end of the email.

Make CTA buttons in several places so an interested client doesn’t have to look for them.

The footer – is the final element of the email. Here you place details, contacts, links to social networks, the “unsubscribe” button. If the company has a mobile application, you can add download links to the block

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