There is so much newsletter over-design out there and I just don't get it. Not only are more and more people reading newsletters on Treos and Blackberries, it just doesn't pay to load up with graphics! Consumers are subscribing to your content, not your art department (or your advertisers)!
Furthermore, I'll bet you anything these same designers used a simple PowerPoint presentation with simple text and bullets to sell their concept to management. This should be the same approach you take to selling your content to consumers. You’ve heard the mantra Test, Test, Test? Now practice the newsletter mantra-- Text, Text, Text!
Concentrate on compelling ways to phrase content, rather than what color your border should be.
Most importantly, remember newsletters don't have one subject line: they have several. Each boldface text headline represents a different interest starting point. Spend your time and energy on the headlines and you'll be rewarded with clicks and loyalty.
Case in point: I bet at least half of you are reading this article because you clicked the bolded text headline; "Get Started with Email Newsletters" in today’s iMedia Connection newsletter!
Text works. Don’t be afraid of it. Get good at writing it!