When 1m people read your newsletter, you learn what works and what doesn't.

I've been involved in several @thehustle newsletter redesigns.

Here's my framework for newsletter design

First, the set up:

600px body width
NO background color
Black font, Arial. Don’t get fancy
One column.

That’s it.

Simple is better, because simple is legible. And this will look good on many screens without much fiddlin'

Design priority - "Make it Skimmable"

Some readers will read top to bottom, but you want to optimize for scanners.

Most of the advice below fosters that. Skimmable, legible, and approachable.

You do that and people will read more.

The parts

1/Header - Top of the email

Needs:
Logo of your Newsletter
Logo of advertiser (next tweet explains why)
Personal intro from Editor

The personal intro is HUGE. It came late for @thehustle. Builds a ton of loyalty and can be an ace at driving clicks (if needed).

1*/ Advertiser logo above the fold

This guarantees an impression for the advertiser. Top of the email, can’t miss it, every open sees it.

Savvy marketers know ads below content get skipped. This helps overcome that objection when selling ads.

"Hey, they'll all see your logo."

2/Brief - The actual content of your email

Remember, it's all about skimmin'

Needs:
Section Heading - (next tweet details)
Eye-catching graphic
Headline
Subheads
<4 lines of text in a paragraph
Share buttons

Eyes scan from pic to headlines, use that.

3/ Have section headings for navigation

These help users navigate and create consistency between your sends. Certain sections go after others, etc.

Consistency creates habits. Habits lead to high engagement. That is $$$

They also facilitate placing sponsored sections.

4/ Ads

Whether selling sponsorship or promoting a paid sub, here's some tips:

Buttons are nice-to-haves
Use pics IF your briefs have them
Follow the same format as your briefs
Single CTA
150 words or less

Challenge: What's wrong with this ad?

5/ A dedicated referral section

Yes, larger newsletters have sophisticated tracking and prizes for referring signups, BUT smaller publisher shouldn't sleep on this.

Just ASK your readers to share.

Make 'em feel special.

Examples: @TrapitalMedia @thehustle @theskimm

6/ The Footer

This is the bottom of the email, and often forgotten. BUT there’s tons you can do. These get low volume clicks, but they're HIGH value.

@Morningbrew has always done a good job using this space.

Compare that to @thehustle with our daily NPS survey.

7/Know the laws

Look up the CAN-SPAM law but most ESPs will automatically provide the baseline requirements like Address, Unsub link, in their templates.

Bigger issue is spam traps, or just making it to the inbox. That's another thread.

The law: https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

TLDR - 7 newsletter principles

1 - Header with logos
2 - Briefs should have visual hierarchy
3 - Use navigational headlines
4 - Ads should follow brief format (shorter)
5 - Dedicated section asking readers to share!
6 - Use your footer. Fill it with links.
7 - Don't be SPAM

Think I missed something? Comment and let me know.

Slap follow for more on copywriting, newsletters, and marketing.

@hatchkolby.