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Creating a Better Newsletter Part 3

Posted on August 10th, 2016


Whether your emails are monthly newsletters or part of an automated campaign, they should drive readers to take action, whether that is contacting you directly, visiting your website for additional information, or even making a purchase. A good Call-To-Action can be one of the hardest elements to successfully incorporate into an email. You have to be direct, appealing, smart, and concise all with just a few words. Using strong verbs and careful word choices can drive conversions to any business.

To accomplish any of these goals include a compelling Call-To-Action at the end of each email. Although you may have links throughout your text, you should always conclude your email by telling your readers their next step.

When you’re making a Call-To-Action, you don’t necessarily need the advice of experts — you need to figure out what best represents your company to your niche demographic.


The use of images in email newsletters and marketing emails is a hotly debated topic. Designers and traditional marketers want to include a heavy use of visuals and images for both aesthetic and brand purposes. Email marketing specialists want to minimize email images for deliverability and display reasons. Here are some tips to help create a successful eNewsletter with images.

Limit the use of Images in the Top Two Inches of Your Email

Rule of thumb says you have less than two (2) seconds before a person decides if they want to bother reading an email from a preview window. That means that you have approximately two inches of space to convince a subscriber to continue reading your email. Using compelling text in the top two inches on your email is imperative don’t fill up the top of your email with images. A good way to add an image or graphic is the use of a header, typically about 700 pixels across and no more 75 pixels wide. See Creating a Better Newsletter Part 2 – Attention-Grabbing Subject Line for tips on how to get your subscribers attention right from the beginning of the email.

Always Provide Alt and Title Text

Alt text is the html coded text that appears when an image doesn’t load (it’s short for “alternative text”). Title text is the “hover” text that appears when a user passes their mouse over an image. At least half of your subscribers and users will not see your image files. For those for whom email images don’t load, seeing an alternative piece of text that describes the image means that you have not wasted the space in your email. You’ve used the space to convey an important message even if the image didn’t load.

Thirty Percent Rule

A good rule to follow when designing an email newsletter, only use about 30% of your available space for images. This means that you’ll still have enough images to entice readers but you won’t be in danger of either creating spam problems for yourself or presenting large, blank emails to people who don’t use or see email images. Also, avoid making image files too large, they can create significant spam and email deliverability issues.

Creating a Better Newsletter Part 1
Creating a Better Newsletter Part 2