Email Newsletter Structure

Read Time:3 Minute, 9 Second

Template
Design
Copy
Subject Line
CTAs
Sender’s name
Unsubscribe link

Before we learn how to create and send email newsletters, we need to understand their components:

Template. A web designer creates an HTML-template for a future email newsletter. It must look professional and conform to the brand’s visual identity to achieve specific targets. You can start with the basics by taking advantage of SendPulse pre-designed templates.
Design. The recipient should recognize the brand by the colors, forms, and fonts used in the email newsletter. Every image and piece of text needs to be informative and intelligent, and by no means irritative.
Copy. A better part of an email newsletter should entertain and educate customers. The rest of the email should focus on promotion. A little promotion contrasting with a good portion of high-quality content is an excellent choice. Remember, with most email newsletters less is more.
Subject Line. It is the first thing people consider when they open an email, so make it count. The perfect length of the subject line is around 30-50 symbols, and it depends on your style and goals. Whatever the length, an email newsletter is more likely to be opened when the subject line is creative, funny, and intriguing.
CTAs. The promotional part of email newsletters should contain a call-to-action — a button with a link to a specific website page. Yet don’t add too many of them to avoid looking pushy. A good CTA clearly reflects what action the reader should take: “Learn more,” “Make an order,” “Get discount.”
Sender’s name. It is the first thing recipients see alongside the subject line. It’s okay to use your real name, it makes your email newsletter sound more friendly. It’s another way to cut the distance between a business and its customers and humanize communication.
Unsubscribe link. It may seem odd, but the doors should always be opened for consumers — in both directions. It’s hard to say goodbye to your leads when you’ve just put so much effort to bring them in. Well, guess what’s left after your click the unsubscribe link — genuinely interested people who will form a community around your brand.

Email Newsletter Size

Your email newsletter’s success depends not only on the content you share but on the technical side of things which include email size. It’s extremely important since it influences user experience. If a reader needs to scroll left and right to read your email, your CTR will dramatically decrease. The bigger the height of your email, the higher the chances are that recipients won’t read it to the end. The larger your image file size, the higher the probability is that they will either take a long time to load or won’t load at all.

So, to stay on the safe side, keep the following effective tips in mind.

Stick to a 600px email width. 600 pixels is considered the email width standard for any device. Of course, you can change the size, but test if it displays well on any screen resolution and across the devices your subscriber use.
Try different email length. There are no strict rules regarding this measure. Still, email marketers recommend putting vital information above the fold since the average readers’ attention span is eight seconds. Besides, the more topics you cover in your email newsletter, the less your readers will be able to focus on each of them. So, you’d better work on data quality rather than quantity.
Keep the size of the email to 102 Kb or less. Email size best practices suggest that your HTML file of the email shouldn’t exceed 90 Kb. Note that image weight doesn’t add to the actual HTML file.