Opening is not the same as clicking
A newsletter isn’t well designed because it looks good. What matters most is getting the information across in a clear, simple and direct way, so nobody wastes time working out what it’s about. If there is a balance between image and text, and the message is clear, it has everything it needs to work.
There’s a big difference between opening, understanding, being interested and actually clicking. Before even opening, readers decide whether to do so based on the subject line, which has to be eye-catching and spark interest. When they open the email, they have their first contact with the message, and it has to be clear from the start.
Then comes interest, which depends on how much the topic matters to the reader, what they’re doing at that moment and how much time they have to read. The last step is clicking through, which is exactly what whoever designs the newsletter wants most: for the person to engage with the topic.
The first click starts before the button
This is where visual hierarchy comes in. What do we see first when we open an email? The image, the headline, the CTA? Is there too much information?
In a newsletter, we don’t have to convey all the information or give all the context. We just need to say enough to make the person want to keep reading. It’s best never to overdo the text and always to keep a good balance with the image.
There should be a clear hierarchy that makes it obvious what matters most: usually the headline, the opening image and then the CTA. Space counts too. Nobody wants to read something dense and heavy; we want information that is well distributed and easy to read.
Typography matters for the same reason: it has to be legible and comfortable, so the reader understands everything we want to say.
Finally, the CTA, which invites the reader to move forward and engage with us, whether with a brand, an event or another proposal.
A real example
For a while, I produced the monthly newsletter for a product design company. The designer at the head of the company launched new pieces every month and took part in several events. My role was to share all of this information in the clearest and most appealing way possible.
I always started with the latest news, using creative images and videos that caught the eye without relying on complex text. I put a lot into the visual side, because that was what was most worth highlighting. There was also a section I considered essential: a round-up of recent events, with a short explanation of what they were and where they took place.
The CTA always had the same goal: to take the reader to the website, to learn more about a piece or see more about each event. The biggest lesson was realising that by reducing the amount of information and giving the CTA room to breathe, the message becomes much clearer and more immediate.
Not everything that grabs attention deserves a click
Grabbing attention is not the same as communicating well. GIFs, for example, can be distracting. An image that’s too big can push the CTA down so far that the reader never even sees it. Too many colours create noise and pull the reader away from what matters. And trying to fit in too many messages, or too much text, means none of them stands out: they all go unnoticed.
Sometimes the best design work is what we decide to leave out. Keeping things simple isn’t always a bad thing.
The click is a consequence
Design can’t force anyone to click, but it can make the decision easier.
For me, a well-designed newsletter isn’t the one with the most elements, the most animations or the most striking image. It’s the one where, a few seconds after opening it, we understand what they want to tell us and know where to click.
