How to create a modern newsletter template - insights & tips from our design expert Sarah

Design principles and best practices

In what ways should marketers consider design principles when creating newsletter templates?

A superior newsletter design is distinguished by its simplicity and clarity, a principle that is exemplified by the adage 'less is more'. The visual hierarchy is also crucial: important content should always be highlighted. The consistent application of colours and fonts is conducive to a professional appearance, and it is imperative to recognise that the design of email newsletters is distinct from that of web design, with compatibility with various email clients being paramount. It is also recommended to utilise authentic content from the outset, as opposed to employing placeholder text such as Lorem Ipsum. It is important to note that what appears effective during the testing phase can rapidly become problematic in real-world conditions.

In the process of designing the new eworx newsletter template, which goals and factors were of particular importance to you?

In the process of designing the new template, adherence to the principles of the Accessibility Act was of paramount importance in order to ensure accessibility. Concurrently, the requirement for flexibility was paramount, with the template's design incorporating diverse content types and customisable sections to ensure its adaptability to different requirements. The design of the newsletter was informed by the overarching objective of articulating the brand identity of the company in a contemporary and aesthetically pleasing manner. It is also crucial to emphasise that mobile display was a paramount consideration. Responsive design is imperative to ensure optimal display on all end devices. Furthermore, technical compatibility and performance were given due consideration to ensure the template functions efficiently. Finally, the template had to be user-friendly for the marketing team during the editorial process.

What tools or technologies do you use to create and optimize templates?

In the field of graphic design, the utilisation of software such as Adobe XD is commonplace for the creation of preliminary drafts. The technical implementation of these templates is then carried out using HTML/CSS and C#. The final template is then implemented directly in the eworx Marketing Suite (eMS). Optimisation and quality assurance are ensured through the utilisation of testing tools such as Litmus or "Can I email?", which guarantee seamless functionality across all mail clients.

What is the most effective method of testing whether a template works technically flawlessly and offers a good user experience?

Firstly, I ensure that the new template is completely populated with real content in order to test the layout realistically. Following this, cross-browser and cross-device testing is conducted to ensure that the template displays consistently and looks good across all devices and browsers. In the subsequent stage, the template is then subject to a 4-eyes principle review by colleagues. Finally, the template is sent to test groups with different email clients to check the final compatibility and user experience.

What are the most common challenges you face during the design process and how do you deal with them?

One of the most significant challenges we face is the variety of email clients, which often display content in different ways. To address this, I prioritise standardisation and rigorous testing. When customising content, it is advisable to integrate flexible modules into the template that can be used in a variety of ways. I always make sure to clarify all the details early on in the consultation to avoid any misunderstandings about the requirements and objectives. In cases where time is limited, I utilise an efficient, pre-defined process to deliver optimal results despite time constraints.

Can you share an example from your experience where you found a creative solution to a difficult problem?

There are no difficult problems - only challenges that need to be overcome 😉.

One issue that many marketers will be familiar with is the reduction of unwanted lines in Outlook. This issue required a great deal of research and testing, but the result was a reliable solution. This was beneficial for both ourselves and our customers. Often, the most patience is required for seemingly minor issues.