The email newsletter has changed a lot in the past few years. While some newsletters are comprehensive broadsheets, for the most part the newsletter has become a conduit, an open system communication vehicle. It’s slimmed down and sped up. They’ve become more visually rich and less verbose—snazzier, more intriguing, smarter. The average user spends less than a minute with your email newsletter – scanning more than reading. Here are a few tips to maximize your newsletter minute.

Scan-ability
Email newsletters should be easy to scan. Most users  scan, search or graze. They don’t read every word. The average time allocated to a newsletter after opening it is only 51 seconds. (UseIt.com)
See: UseIt.com Eyetracking

Enticing
An email newsletter should be intriguing more than comprehensive (of course there are some exceptions). Be engaging, be open. Use imagery and language that interests the user and makes her want to click, read, act.

Visual
Email newsletters are visual as much—if not more than—text dominated. Tell your story in pictures with headlines and subheads that users find interesting, and they will click on a link to read more.

Above the Fold
Vital info and links go “above the fold” (or the “preview pane” area in most email clients).  It’s important to keep key elements of your email in this area.  These key elements should include your call-to-action, primary subject matter, logo, header, and possibly lead image and table of contents.  Having your call-to-action above the fold gives your email a higher chance of click-throughs.  If someone has to scroll and search for the key information or call-to-action they may end up closing your email before taking any action at all.

Structure
Think about one-column v. two-column, how to handle links, video, social media. For deep content, a sidebar table of contents and/or navigation at the top of the email might help users find the information they need.
See: One Column vs. Two Columns

Format

An email newsletter is not an email letter. For the most part email newsletters are also not comprehensive repositories. Of course, for invitations, fundraising and news announcements, you’re going to want to send an email letter. On the other hand, if you send a monthly digest to a paid subscriber base, chances are you do want to build a long, comprehensive newsletter.
See: The Art of the Email Letter

Share
Make it easy to forward and share with network. Sharing email with a network boosts email visibility by 40% or more.

Subject Line
Subject line: 60 characters max. Brevity. Soul of wit.
See: The Art of the Subject Line

Tags: best practices, bestpractices, creative, design, newsletter, templates

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