In Part I, we discussed the reasons why some newsletters are successful and others fail miserably. We talked about the importance of personalizing each newsletter and drawing in your audience, with simple and direct writing. However, there is more to making your audience feel your newsletter is a must read. As a matter of fact, some of the things we will discuss today will seem like common sense, yet this common sense has the power to take your email blast all the way to the top of any search engine.

So, let us begin with HTML vs. Plain Text. There are several advantages to either one of these options. If at all possible, the best thing to do is to give your customers the opportunity to choose how they would like to view your newsletter. HTML is believed to have twice the click through rate than that of plain text emails. The effectiveness of your email offerings can easily be tracked by using link tracking codes. These codes also can be used in plain text; however they make the URL too long to display in a text newsletter.

Now that we know the advantages of HTML, let us discuss Plain Text. With plain text emails you are offering universal readability. What does that mean – simply put, you cannot go wrong with plain text, and everyone will be able to read it. With plain text you can be assured your newsletter will look exactly as you intended, when it is opened by your customers. Many companies strip out HTML due to possible viruses and downloading time. Since HTML can often be misconstrued as spam, plain text seems to have a higher deliverability rate. Therefore, you can choose to send out your newsletter in “multi-part MIME” instead of just HTML.

According to Web Marketing Today, your best bet when dealing with images in your newsletter is to “optimize every image for the smallest possible file size. Your designer should do this routinely, but many neglect this. Here is a good rule of thumb: If the graphic is a photograph, use a .JPEG image type with a low-to-medium image quality. If the graphic is clipart or primarily fonts with few gradients, use a .GIF or .PNG image type. GIF images can display up to 256 colors, but the file size will be larger. Reduce the number of colors in the image as far as you can without noticeably degrading the image quality. You can aim for 16-to-32 colors if possible. It makes for fast-loading graphics.” Always keep in mind that not all of your customers will have a broadband connection, others will have a slow DSL or dial up connection, and this will make downloading the graphics that accompany your newsletter an annoyance for your clients.

Web Marketing Today also suggests always staying away from clutter. As tempting as it will seem to load your newsletter with graphics and information, you should steer clear of it all cost, it will hurt readability. Avoid navigation buttons above your content if they are not absolutely necessary. The best advice we can offer you is to keep it attractive, simple, and informative. If you provide interesting content and an easily navigable newsletter, they will read it.

*Did You Know – ID fraud increased 22% in 2008 from the year before?

Why do you open certain newsletters, is it brand familiarity, eye-catching subject lines or attractive design? Whatever the reason, you do admit to clicking and opening certain newsletters, while ignoring others, right? Do not be afraid to admit it, I do the same thing. Why? I am going to take you through some explanations of what not to do, for the next newsletter you send out. If you are guilty of any of these “no no’s” STOP!

First and foremost is the SUBJECT LINE, while this isn’t exactly formatting, this is the single most important line in your entire newsletter. If your subject line is uninteresting or altogether irrelevant to your targeted audience they will not open it. The subject line MUST ALWAYS show your audience that the information contained within is invaluable to them.  Better yet, if you offer this priceless information with a personalized subject line (i.e. customer’s name), your chances of getting your newsletter opened increase dramatically.

Secondly, ALWAYS IDENTIFY who is sending the newsletter. If sender information is not immediately visible, your chances of getting your newsletter opened greatly diminish. Customers only have a few moments to sift through emails and sort them out.  Do not make the mistake of not identifying yourself, this will make you look like a novice or a spammer, either way your newsletter will be junked or deleted.

Now that your newsletter has been opened, how do you present your information?  According to Web Marketing Today, “studies have found the maximum length of a line of text should be 50 to 55 characters. Shorter lines are okay, but longer lines will hurt readability.” In other words, keep it simple and get to the point! AVOID putting imperative information on side columns, people read from top to bottom. Few of us will scroll back up to the top to read a second column. If you want it to be read, keep it in a linear format. The only exception to this rule should be newsletters presenting multiple products.

This next rule cannot be overemphasized, ALWAYS have your text on a solid white or very light background. Never, ever use a patterned background; this will be an annoyance to your customers and a detriment for your newsletter. BE FLEXIBLE, today more than ever before, we are encouraged to do more than one task at a time. Chances are while reading your newsletter your customers will have more than one window open. Therefore, it is important your newsletter can be easily minimized or reduced in size without distorting information. What does this mean? Maybe, just maybe, you want to rethink the banner logo extending all the way across the top of your newsletter.

And what is the single most important rule for newsletters? If you want to give your clients a special offer, coupon or bonus, KEEP IT TEXT! While the idea of seeing your 10% discount coupon pop up on the screen may appeal to you, chances are this will never be seen. According to Web Marketing Today, “a large percentage of emails are opened by web mail users where graphics are automatically blocked by default.”

*Did You Know – you are required by law to give readers an easy way to OPT-OUT of your newsletter?