Every time you sign up for a new product, service or online personality, you’re likely to get some form of email response. We talk a lot about engagement, conversion and open rates – but few people address usability & functionality. I love to be inspired by great design — but there are a few things to watch out for so you don’t turn off your email readers.
Test your newsletter on your phone or other mobile device
While it’s almost impossible to test every single device or user experience, it’s likely that the majority of your readers are opening your emails on their phone (and often when they’re scrolling in bed in the morning!) When you’re sending your newsletter, make sure to send a test to yourself and open it up on your phone to verify that it works (and looks) as expected.
One of my friends sends a weekly newsletter – and when I open it on my phone I have to scroll three times just to get to her content. I’m pretty sure a lot of people don’t even get that far and just delete the newsletter. Don’t make it hard for folks to get to your content!
What to test when sending your newsletter
- Is the layout and formatting working as expected? Or are margins/padding not working?
- Is it still readable if you’re in light or dark mode?
- Are your images too large, taking up too much space or creating formatting issues?
Quick Tip: Set-up several email testing accounts to get a good representation of what your email will look like in different email clients. I like to test (at a minimum) gmail and yahoo accounts to test email behaviors.
Avoid using too many images in your email newsletter – or only using images
Recently I got a newsletter from a local yoga studio that looked like this.
This studio may not be aware of it, but many email users have images turned OFF by default. There’s nothing compelling me to take the extra step to view the images. Why are you instantly turning off your audience by making them click one more thing?
Keep images to a minimum and make sure you have some default text that displays in place of the graphic.
Keep it simple, keep it clear — you want the email to load quickly and get your message to your viewers. Keep in mind that using too many images can be a signal to the inbox that the email is marketing or promotional in nature – potentially leading it to be marked as spam.
Make sure you use descriptive text in your images “ALT TAG” to prompt your audience to view the pic – (this is also necessary for folks who use a screen reader or other assistive technology. Make sure that if you do use any images that they click to something (like your website or offer).
Make sure to increase the font size
I’m on the computer or phone all day long (as are most of you!)
Do us all a favor and use larger type.
Please don’t use 10pt font for your newsletter.
14pt is ok.
16pt or larger is better.
But by the same token, don’t use super large type for every line.
Then I feel like you’re shouting at me.
Make it easy to unsubscribe
Often I’ll get put on someone’s list (without my permission) or I find that a newsletter just isn’t providing me value anymore. If I have to hunt down a way to get of a list, you can bet I’m not going to be happy about it.
The CAN-SPAM Act sets a rule for commercial messages (including newsletters!) that gives recipients the rights to have you stop emailing them (and sets up penalties for violations). You MUST provide this opt-out by law. Many email marketing services providers add the unsubscribe link for you, so you can easily stay compliant.
Give people a way to opt-out of certain communications
I get that you’re excited about your launch or special offer. But make sure to give your users an EASY way to opt-out of certain promotions – without unsubscribing from your main list. I use Kit to set-up “triggers” inside of emails to let people “opt-out” of promotions. That way I’m talking to the segment of my audiences that’s into what I’m selling. Want
Does your audience really crave a daily email from you? If so, great! But do consider setting up an option for your viewers to choose how many communications they get from you – a weekly digest might get a better response. Using Kit? You can easily “tag” customers with how often they’d like to hear from you.
Don’t make your newsletter too long
Ideal newsletter length really depends on your market – I find it all depends on the quality of the content and the type of audience. If you are really providing valuable information (and not one long sales letter every week) people will read it.
My personal preference – keep the email scannable and easy to read. People have short attention spans and are searching for that quick nugget of great info. It’s better to email more frequently.
Plus if your email is too long, it may get cut off by certain email clients – another reason to test your templates and emails everytime before you hit send!
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