5. Clear Structure
According to the “Above the Fold” principle, the upper part of a newsletter is the most important, as it is seen immediately without having to scroll. The most important information of the mail should be placed here, in the form of a large headline. Above the headline can be your logo or your navigation, if you run an online store. Regardless of which variant you choose, a recognition value should be given, so that your users immediately know which brand is behind the mail.
The head part should transition smoothly into the body. For example, a large image can be used here, which is already teased in the head area. Images, graphics, or GIFs are excellent for presenting content in a clear and uncomplicated way. Make sure that large images and GIFs do not consume too much disk space. Compress your files to speed up the loading process—because no one wants to wait! The call-to-action button should be displayed within the graphic at best. The call-to-action such as “Buy Now” can be repeated multiple times within the mail. The CTA should still be precisely worded in three to four words in the imperative.
In the closing part of your newsletter, some elements should be specified without fail
- Link to the imprint
- Link to browser view
- Links to your social media profiles
You should always include the first three items. The option to opt-out as well as the forwarding to the imprint are legally obligatory. If an email client blocks all content, the browser view is a good way to display all mail content without any problems.