Unlike promotional messages, email newsletters are more of an editorial, value-added, soft-sell communication designed to deliver relevant content that will help strengthen the relationship between the client and consumer. Not only are newsletters great tools to help build customer loyalty, but they also have the long-term ability to increase sales.

Newsletters often have multiple sections and articles, making it important to include some type of table of contents so readers can easily navigate the message. One common pitfall with newsletters is determining the right amount of content. Do your users mind if your newsletter is longer and includes full articles within your message or would they prefer to read the abstracts and link to a landing page for the full article? Your best bet is to test two different styles of newsletters and see which performs better among your subscribers. If you find your newsletter is growing, consider using a left rail to help house important links and bits of pertinent information.

Email newsletter best practice tips

• Consider using a table of contents and/or a left rail to help users navigate through longer messages.
• Make sure content is relevant to subscribers.
• Consider including a newsletter archive link so users can access recent newsletters.
• Keep things organized. White space is important in messages that have a lot of content so the user knows where to read.

Travel Team eNewsletter