You have great content in your email newsletter – good news!
BUT, if the formatting of your content does not encourage people to read your newsletter, it’s doing you no good – zip, zero, zilch.
So, here are 4 things you want to pay attention to when it comes to formatting your newsletter. No graphic design or coding skill needed – just attention to detail.
- Write in simple sentences and use short paragraphs. Ideally, each paragraph contains just 2-3 sentences.Think “internet attention span.”
- Make white space your friend. E.g. add an extra line break between paragraph – breaking up the content makes reading the entire email seems less work.
- Break up the flow with “statements”. Use centering, larger type or a different color to highlight a “statement”. It gives visual variety, making your content seem more interesting for the eye and makes reading the whole thing looks less of a daunting task.
- Include call-to-action – preferably using a different treatment (e.g. larget type, centering, different color etc.) that calls attention to it. This draws the eye, lets your reader know what you want them to do, and makes them feel engaged.