eNewsletter Design and Formatting Mistakes


Mistakes stand out and they can be fodder for others’ discussions. Aside from obvious spelling, grammatical and hyperlink errors, formatting and design can also be a big turn-off.

You can have awesome content that delivers value to your readers – but it’s no good if they don’t read. First impressions count! Your design does not need to be WOW! but it does need to meet at least a minimum standard. Keep in mind that expectations will vary. For example, if you are a designer of any kind, your newsletter design should be top notch. If your message is supposed to be a quick read, then it better be easy to navigate.

Here are some of the characteristics that immediately turn me off when I open a newsletter:

Lack of white space: The worst case is when text is jammed up against borders and graphics.

Too many colours: This distracts your reader rather than drawing attention to your content.

Too many fonts: I know, there are so many to choose from! But several different fonts, of varying sizes and colours will break concentrated reading. One or two is enough. Don’t use larger sizes, bold, italic and colour willy-nilly, make sure there is purpose behind your use of these elements.

Poor alignment: This includes things like using indented bullets in very narrow columns, trying to align text into columns by using your spacebar, inconsistent spacing between sections. Basically, if you wouldn’t do it in Word, don’t do it in your newsletter.

Unsuitable layout: This would be things like not building in proper sections for items like contact info and testimonials, jamming a whole bunch of words into very narrow columns, lengthy text in side-by-side columns, or worse, lengthy side-by-side columns with unequal length of text, leaving long blank spaces in the body of the newsletter. This is one of those things that is obvious when it’s not right but more difficult to give specific advice about.

Lack of identification: Your newsletter should encompass your branding and be easily identifiable as coming from you.

An attractive newsletter only gets you past the first step. If your newsletter content does not bring value to your readers, it won’t matter how great your newsletter looks.

Comments

Post a Comment

Popular posts from this blog

Let's Play like Adults

Image
Yesterday I politely wrote asking to be removed from a mailing list after receiving a promotional email that was ugly, far from CASL-compliant, and for products I’m not interested in. I even included links to CASL info in an effort to help. I received this response a few moments later: “Please do the same for me.” This childish reaction came from an older man who had attended a free email marketing training I put on last spring at the request of the Halifax Chamber of Commerce. He sells products to my target market. Do you think I’m ever likely to recommend him to anyone now? Email marketing isn't a game, it’s a business strategy. I firmly believe we should unsubscribe from mailings that aren't of interest to us. I read many newsletters from people who don’t read mine. It’s not a “tit for tat” thing. Email marketing costs money. Why would we want to waste our efforts sending messages to people who don’t want them ? Go ahead, unsubscribe from the things you don’t w
Keep reading »

Getting Back on Track

Image
If you're feeling - like I am - that you need to get focused for the next quarter, perhaps my list of planned activities below will be helpful. Business development: Continuing to refresh and work a business plan is a top priority, but sometimes it can get lost in the daily grind. I have several activities I'm keeping alive and making progress on by using a simple project management tool (Trello). I recommend reading The Phone Lady's post with advice about how to reach your revenue goals this year. Website refresh and audit: It's a good idea to do an audit of your website quarterly. It's even better if you pay or beg someone else to do it for you - they will see things you won't. Over the summer I've been working with Alison Knott on a brand refresh that you'll see roll out in September. A full audit will be part of that process. Masterminding: This continues to be an important road to business development and growth for me and my company.
Keep reading »

People DO Sign Up for Newsletters

Image
“Nobody signs up for newsletters anymore.” I heard as I sat in the audience during an Infusionsoft presentation. I gritted my teeth. The presenter went on to say that newsletters are all about what’s happening with the company and have no value. A filling popped out. I kept my mouth shut till I could get home to my keyboard. Here's why... I was chatting with a new client recently and asked her if she had a chance to look at the newsletter examples in my online gallery . She told me she had actually signed up for several of them. This is just one example that shows people still want interesting and useful information delivered to their inbox. People say YES to value. When they know you deliver value on a regular basis, they'll sign up because they won't want to miss it . In fact, stats say that 1 in 5 people actively seek out and sign up for newsletters to get the information they want. Creating that perception of value happens over time as you consistently mee
Keep reading »

Sh*t Happens!

Image
I recently had to take a week off work unexpectedly and dash off to Ontario when my step-son went into the hospital. An hour before we hit the road, I was emailing clients and friends with promises of finishing up projects as soon as I arrived at the hotel room. Silly me! After a 20 hour road trip, all I wanted to do was get to the hospital. That remained my priority for the next 4 days and thoughts of newsletters and websites were long gone. On the day I left, my friend said all my clients would surely understand if their newsletters were late going out. After all, they have families too. There is no doubt in my mind that all of my clients would have been supportive and accepted my apologies... if that had happened. But that didn't happen. The newsletters went out. The emails got answered. New sales were made. It was an unplanned test and we passed. Yay! Last year I was smart enough to bring on a superwoman (Danielle) to work with me. Because we’ve been getting so bus
Keep reading »

Is Anyone Looking You Up?

Image
In the normal course of my day, I am constantly looking businesses up online. If I am going to talk to you, meet with you, consider buying your product or using your services, I've looked you up online. Increasingly, I am finding content that I am certain you do not want representing you. Maybe you think you do not need an online presence. Maybe you have an old website that you think is working to the extent you need it to. And maybe you are wrong. Think of all the reasons you Google a business: looking for a product or service looking for a location looking for directions or a map looking for a policy preparing for a meeting If you are using an online search to find what you are looking for, it stands to reason that others are as well. Many, many others. What do you want them to find when they look? We've said it before and it is worth repeating. Google your business at least quarterly. Set your website as your browser's default home page so you are seei
Keep reading »

Storage for Great Ideas - Back of Book (BOB)

Image
Do you often flip to the back page of your notebook to jot down content ideas ? If not, start! When I'm teaching small business classes about online marketing, I insist they start a page in the back of their notebooks for jotting down ideas for blog or social media posts. This page will extend beyond one, but it's the start of something great. BOB (for back of book) becomes a new friend... your idea catcher . When you are looking for something to write about or post, check your BOB for ideas. Click to Tweet this Article
Keep reading »

It doesn't have to be About You

Image
Let’s face it: some businesses are in a better position to provide valuable information through newsletters (blogs, social media) than others. Take our own newsletter as an example. We could easily publish a newsletter about publishing newsletters. (Stay with me here.) It would have lots of tips and suggestions and advice. We could really show off our expertise and share our opinions. Now, who would that appeal to? People who are publishing their own newsletters. Perhaps even people who are publishing newsletters for others. These people aren’t our target market - not even close. Our newsletter has nothing to do with our area of specialty. But of course we have to have one. What’s an 'enewsletter boutique' without its own newsletter ? So we found something else of use to our target market:  ideas and tips for small business owners shared by other small business owners. And (big bonus here) members of our target market are the authors of our newsletter! Giving va
Keep reading »

Success is a Personal Thing

Image
One of my personal success factors is being able to afford to have someone come in and clean for me every two weeks. It started 15 years ago when I was single and living in Toronto. I was flying all over North America and my housekeeper would come in while I was away. An empty apartment accumulates more dust than a lived in one. I was making plenty of money to be able to pay someone to do something that I really dislike… and go play. Each person has their own definition of success. Yours probably has nothing to do with housework. Understanding your own personal success factors is important because it keeps you from chasing after goals to which you are not emotionally tied. Goals that don’t feel authentic will be much harder to achieve. Success is externally evaluated but internally experienced. Behind all of the outward signs, the essence of success comes down to our own personal sense of fulfillment and satisfaction. Evaluate annually. Now is the time of year that we are con
Keep reading »

Being Sneaky About Email

Image
When I see the words "try this" along with the words "your email subscribers" in a headline, I get a little antsy. The email I received today included "sneaky-favorite email sequences" in the body text. Here's the thing, if you're delivering value to your readers on a regular basis, you don't need to do anything sneaky. If your readership is dropping off, start delivering more value. Keep giving the thing your readers signed up for... or give even more of it. Being sneaky may result in short term gains (i.e. your stats look better for a month) but it will tarnish your reputation and long term results. Being sneaky means you've run out of value to give and you're getting desperate. You're not there yet. You only have to keep discovering the value that your readers want . Do a little research ... get inspired . Click to Tweet this Article
Keep reading »

3 Wimpy Phrases to Avoid in a Newsletter

Image
These three phrases come up repeatedly in newsletter content - I've edited them out many times. I bet you're familiar with them, too. “I want to tell you about...” This is similar to the verbal, “All I'm saying is...” which my husband has adopted lately, or “Here’s the thing...” In an email or newsletter, just go ahead and tell us. If you really want to set the stage for something important, try “I have exciting news...” (But don’t add “... and here it is!”) “Feel free to contact me...” Does this mean people aren't usually free to contact you? It sounds like you're giving permission. As a call to action, it’s very wimpy. Lacking something more creative, “Please call me to...” will be more effective. “If you have questions...” Often used with the line above, this one adds to the wimpy-ness. It’s more effective to assume people will have questions. Try “Call me with your questions.” or "I'm happy to answer your questions." Or pick a differen
Keep reading »