An email newsletter, when put together effectively, can be a fantastic avenue to generate traffic to your website and increase your sales revenues. Keeping the format clean and sharp looking with useful engaging articles and irresistible promotional special offers will give your subscriber a reason to open and read more.

Here are some helpful tips to consider as you create your newsletter:

• Make it simple, easy to read, and quickly scan-able with easy navigation. Format with a 12 pt. size font (I like Arial typestyle) in dark font color on a light background, publish only 3-5 articles, using a few compelling pictures and add a clickable table of contents with article titles at the top. For articles that have over 200-300 words, add a “read more” link to take your reader to your website for the full details.
• Set your standards. Keeping the same colors, article and promotional placement, and number of articles; sets a predictable standard that customers love.
• Establish a publishing schedule. Decide and commit to sending your newsletter at regular intervals. For example, if you were to publish a monthly newsletter, email it on the first Monday of each month. This too, helps establish a predictable standard that customers love.
• Format for the preview pane. Most people view their emails through the preview pane, so format the top 200-300 pixels with the most engaging and irresistible material.
• The 80/20 content rule. 80% of the newsletter content should be engagingly useful tip oriented articles and 20% promotional sales content.
• Subscriber access on the homepage. Put a subscribe box at the top of the homepage, only asking for the subscriber’s email address. Give the subscriber an opportunity to view current and previous issues. Also, offer a share button. And make your privacy policy easily accessible.
• Check it out. Send your newsletter to email clients, such as, Outlook, Yahoo, Gmail and Hotmail to ensure quality viewing results in these various environments.
• Measure the results. Analyze what works and what does not work after each newsletter. Find out the: delivery rate, open rate, click-through rate, sales rate and sign-up growth rate.

An email newsletter is another opportunity to showcase your company’s personality. Also use your target audience, competition and newsletters you receive to help guide you towards writing and designing a great newsletter. If you are looking for material inspiration to cover in your newsletter try: a main editorial, “From the President” article, testimonials, special featured products/services, upcoming events, promotions, coupon, other industry expert interviews with tips/best practices, FAQ section where you answer customer submitted questions, customer feedback, surveys, or enter a contest.

I hope these tips help you write and design an irresistible newsletter. Get creative and have fun!

Cheers!