Email Newsletter and Mailing Design: Readable Message Instead of a Single Image

Email newsletter design should ensure that the message progresses clearly from the inbox to the main action. Preparing the mailing work as a poster where all the texts are embedded in an image; It may cause problems in terms of readability, updating and adaptation to different screens.

Have one main purpose of the newsletter

A new product announcement, event invitation, and comprehensive corporate news do not require the same layout. First, write down what you want the buyer to know and what action you want them to take. The subject line, preview text, title, and button should create the same expectation. The promise given in the title must be reflected in the content.

For example, in a catalog announcement, instead of just saying "We have been renewed", it can be explained which product group has been updated and where to review the catalogue. Instead of filling the long product list into the first e-mail, directing it to the relevant page can provide a more understandable reading order.

Separate design and shipping service

Freelance graphic designer; can prepare the visual layout, brand components, and assets to be adapted. HTML implementation, shipping platform, recipient list, and technical deliverability are separate responsibilities. The phrase “including mailing design” does not cover all of these. In the proposal, state clearly whether an editable design file or a coded template will be delivered.

Sender identity and destinations of links must be verified by the brand. Consent and communication preferences are part of the relevant processes; Design approval does not replace these responsibilities. Creating a great newsletter does not necessarily mean that the message will reach the inbox.

Experiment with real content

• Test the layout with a long product name and two-line title.
• Consider keeping the main message clear when images are not opened.
• Write the button text to describe the action to be taken instead of “Click”.
• Control text size and spacing on the phone screen.
• Test real target links before submitting.

The encoded email should be tested on different clients. Just because the design preview looks seamless doesn't prove that the result will be the same in every inbox. Add the tester and revision round to the delivery plan.

Maintain brand language across channels

The product image in the newsletter, social media announcement and landing page should describe the same campaign. When planning social media and campaign visuals with Selçuk Aker, email assets can also be handled with separate measurements and deliveries. Share the purpose, content, target page and platform to be used for design brief.