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You get the drift: The newsletter is arguably your best engagement tool. It is in your best interest, therefore, to examine what a successful newsletter looks like. <\/p>\n\n\n\n
You may have tried to xerox popular newsletters, but to no avail. Why? <\/p>\n\n\n\n
Usually, it\u2019s because designers put the cart before the horse. If you want to send out engaging newsletters, you must first examine the anatomy of a newsletter.<\/p>\n\n\n\n
In this guide, we\u2019ll do exactly that. Over the last 10+ years<\/a>, we have designed over thousands of newsletters for global brands and agencies. Let\u2019s begin!<\/p>\n\n\n\n <\/p>\n\n\n\n The above image shows a simplified anatomy of a traditional newsletter. The key components of the newsletter are as follows:<\/p>\n\n\n\n Now, let\u2019s examine each of these components in detail. (Note: Newsletter design<\/a> varies from brand to brand. However, the framework is more or less consistent.)<\/p>\n\n\n\n The logo of your brand is the first thing that the reader will see. You want to make it prominent, solitary, and immediately recognizable. <\/p>\n\n\n\n Do not design a separate logo for your newsletter. <\/p>\n\n\n\n Consider the following example: Xtool features their brand logo in the centre of the header of their newsletter. Note the absence of any surrounding element. The logo should have its own space above the header. <\/p>\n\n\n\n Here are a few expert tips on adding a brand logo<\/a> in your email newsletter:<\/p>\n\n\n\n Let\u2019s study email newsletter headers next.<\/p>\n\n\n\n When it comes to the header of an email, you need to understand the differences between the technical header and the visual header. <\/p>\n\n\n\n The technical header consists of automatically-generated sender details. <\/p>\n\n\n\n But the visual header is part of the email template. Here\u2019s Xtool\u2019s header. <\/p>\n\n\n\n <\/p>\n\n\n\n The header usually contains what is known as the primary navigation bar. Clicking on each of these menus redirects the user to the corresponding page. <\/p>\n\n\n\n That\u2019s the goal of the email navbar: To get the reader to your website. <\/p>\n\n\n\n It\u2019s important to note that not all newsletters necessarily contain a primary navbar in the header. But for starters, it\u2019s best to stick to the established framework. <\/p>\n\n\n\n Speaking of visual headers, you may want consider these expert tips: <\/p>\n\n\n\n Concerning that last point, Jordie van Rijn says<\/a>, \u201cThe links are like clusterbombs, with a big chance of mistakenly tapping on the wrong link with your finger.\u201d<\/p>\n\n\n\n The hero banner is what introduces the newsletter. Most email newsletter examples would feature a hero banner. But keep in mind that the hero space can be variously designed. Sometimes it may not feature an image banner at all. <\/p>\n\n\n\n The point is that the hero space acts as an introduction. For instance, Xtool\u2019s email newsletter doesn\u2019t feature an image, but a textual introduction. <\/p>\n\n\n\n <\/p>\n\n\n\n Xtool\u2019s \u201cHoliday Decor Earnings Guide\u201d is the primary headline\/heading. But you can use a hero image if you need the introduction to be as vivid as possible. <\/p>\n\n\n\n We\u2019d recommend using a hero image. Not just because it\u2019s how most brands do it, but to enhance the viewing experience as well. <\/p>\n\n\n\n In addition, it improves email readability. Which is a big deal in the email world.<\/p>\n\n\n\n As Mark Morin, CX and email automation expert, explains<\/a>, \u201cPoor email design makes reading slower. More difficult. More strenuous. Poor design adds friction to the communication process. On mobile device, it only gets worse. Unfortunately, eyes are imperfect devices. And the older they get, the less they work properly.\u201d <\/p>\n\n\n\n For example, this newsletter has a hero image banner.<\/p>\n\n\n\n <\/p>\n\n\n\n Here are a few tips on how to design a successful hero banner<\/a> for your newsletter:<\/p>\n\n\n\n Before we move on to the email body, remember to add a View Online link, issue number, date, and a Subscribe link above the visual header.<\/p>\n\n\n\n The body is where you add the newsletter\u2019s meat and potatoes. You can use a single column or multiple columns to feature content. <\/p>\n\n\n\n Xtool, for instance, stacks their content in a two-column format. <\/p>\n\n\n\n <\/p>\n\n\n Most email newsletter examples would use just one column. Unless your newsletter is promoting stuff, you wouldn\u2019t need a product grid like Xtool\u2019s. <\/p>\n\n\n\n Because newsletters are meant primarily for readers, not buyers, the single-column format is ideal. Doug Morneau classifies newsletter format<\/a> into three types:<\/p>\n\n\n\n Here are a few tips to help you nail the newsletter body<\/a>:<\/p>\n\n\n\n The body is the space to invent. You can add anything relevant to your audience in any way you want to. It is what we like to call the wildcard module<\/strong>.<\/p>\n\n\n\n In fact, it\u2019s the wildcard module that marks off the best newsletter examples<\/a> from the rest. <\/p>\n\n\n\n Finally, the footer. The footer of a newsletter consists of the following elements:<\/p>\n\n\n\n The footer is usually the legal eagle\u2019s Happy Place. It can be brief or descriptive as per your legal requirements. See The Strategist\u2019s footer below. <\/p>\n\n\n\n <\/p>\n\n\n Now that we\u2019ve examined the anatomy of a newsletter, apply a few best practices<\/a>:<\/p>\n\n\n\n Want to explore more email newsletter examples? Go through our expertly curated nonprofit newsletters<\/a>. Or try these holiday newsletter<\/a> examples. <\/p>\n\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" Want to send out engaging email newsletters? Discover what a successful newsletter looks like. Take a gander at our expert study of the same. <\/p>\n","protected":false},"author":78,"featured_media":41716,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[382,381],"tags":[],"class_list":["post-17012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-coding","category-email-design"],"yoast_head":"\nAnatomy of A Newsletter: The Key Components<\/strong><\/h2>\n\n\n\n
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Email Newsletter Best Practices<\/strong><\/h2>\n\n\n\n
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