Due attention should be paid to the newsletter structure The general tendency is to stuff the newsletter with too much content. This leaves an impression with the reader that everything therein is clutter and nothing else.
It is advisable to leave a bit of space vacant and leave some extra blank lines etc. This gives an impression, to the reader that the newsletter is written in a well-organized manner. Your structure must make it easy for people to scan your contents and navigate around your email without having to work too hard. Some suggestions for this are given below.
• Length of paragraphs
You must break up text into short paragraphs. Anything longer than 7 or 8 lines is hard to read. If you have to, do not be afraid to break a paragraph, while keeping the flow of the matter intact.
Reading from a screen is a bit tedious job So you need to break the text into readable chunks, or people will just gloss over the content and move on. Always leave a blank line between paragraphs.
Email letters should be written in such a neat and clean, clutter free manner, that you receive the compliments and positive feedback for the same.
Try to emphasize the matter in between by putting in a HTML edition or giving away some bold letters in the text. This is to avoid the monotony of the matter and to awaken the reader in case his mind has just wandered away.
• Bulleted lists
Bullets are eye catchers. Use these liberally in your newsletter. Bulleted lists are easy in HTML newsletters. If you are using text, then use the space bar to indent lines and be creative in your choice of bullets, like the one done in this article.
However, headings and sub-headings are also easy in HTML, where you can adjust the size of fonts appropriately. In text newsletters, use capitals or symbols to highlight a tile or sub-heading.
Make plenty of use of white space. Separate different sections of your newsletter with at least two blank lines. Consider separating sections using different form of text layout and formatting. The idea is to give the newsletter a clean and clutter free image....