As businesses and brands dive into email marketing, they typically begin with a standard newsletter. Marketing a brand through engaging emails helps to acquire customers and increase overall sales. This convenient and effective marketing method engages customers by compiling sales information, new products, blog content, or helpful services.
A newsletter isn’t just a simple summary of relevant information; it takes time to carefully craft the visuals, message, and intent of the newsletter. In addition to an email’s content, there are multiple styles, layouts, color schemes, images, and typography to consider when designing newsletters.
Designing a newsletter can be overwhelming to those who are just starting out. Read on to become inspired by nine different email newsletter examples made for different industries and for different purposes, along with expert tips on making the most of your own layout.
1. Sales Firm
Email newsletters aren’t exclusive to sales and new products; they can also be used to promote services by advertising a firm’s credentials and achievements. Give viewers a brief introduction to your business by providing clear and concise pages on who you are and what you do, along with educational resources to establish a sense of authority. In addition to boosting your business’s credentials, make sure you have multiple means of contact and direct links to your website.
2. Retail and eCommerce
Sales and discounts are a surefire way to capture your reader’s attention. When advertising an exclusive sale, engage the viewer with eye-catching visuals and a specific call-to-action button. Instead of “read more” or “click here,” create a CTA button that is actionable and clear. Even better, establish a sense of urgency to convince the viewer they need to check out your exclusive sale right away.
3. Creative Agency
If you’re designing a newsletter for a specialized agency or firm, it’s best to provide a description of the agency, along with its specialties. Working with both imagery and important pieces of text can be difficult to balance. To make sure the two don’t compete, use a subtle gradient or solid color overlay on top of a black and white image to add some visual interest without overpowering the newsletter’s message. Don’t forget to use hues that match your brand identity to ensure consistency across all marketing materials.
4. Beauty and Cosmetics
The intent of many emails is to highlight stunning product images and invite viewers to shop your product line, so you’ll want to showcase those products. Let your high-quality images shine by utilizing semi-transparent shapes on top of the image. These shapes encourage readability within detailed photographs while also providing a boundary for copy.
5. Holidays and Seasons
Holidays are a critical time to showcase exclusive sales, gift guides, and seasonal products. It’s important to take advantage of holidays and events by letting them drive the theme of your newsletter. Make sure the imagery, typography, and layout of the newsletter all match the next anticipated holiday. Play around with various color schemes that correspond with the seasons.
Not all newsletters need to utilize eye-catching photography to be effective. Instead, step out of your comfort zone by experimenting with ultra minimalist layouts. Create geometric shapes as your background and incorporate meaningful icons to help communicate your message. Leave ample amounts of white space between text and establish visual hierarchy with different font sizes.
Icons via Happy Art. Used Montserrat and Playfair Display fonts.
7. Real Estate
Fitting multiple images and pieces of content can become easily overpowering to the reader. Instead of expanding all images to fit the width of the newsletter, organize the layout of your newsletter with frames. When done correctly, framed images can increase a newsletter’s readability and improve the flow of reading. The key to a consistent framed layout is to align images and text to each other.
8. Colorful Stationery
Busy imagery can often become overwhelming when paired with extensive copy. Tone it down by incorporating flat lays with ample copy space, or by adding a translucent shape on top of an otherwise intricate photo. In your next newsletter, experiment with a gorgeous spread of your products with room for newsletter details.
9. Bold Photography
If you’re working with eye-catching photography, aim to keep the typography minimal and simplistic. Avoid cluttering images with long paragraphs at teeny sizes. Instead, let the images take the stage by sticking to two or fewer typefaces and by creating a coherent color theme. Too much text can quickly overload the reader; try to type out essential information such as new products, sales, or services.
Another quick way to keep your newsletter designs minimal yet intentional is to create a unique interaction between the typography and images. Experiment with layering bold text over small portions of an image.
Interested in discovering how to best improve your business’s email readership? Check out these articles below:
- Email Campaigns Every Online Business Should Be Sending
- 8 Email Newsletter Design Mistakes Small Business Owners Should Avoid
- How to Create Outstanding Marketing Emails for Your Salon