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3 email newsletter formats that work

Lists, headlines & blurbs, single stories most valuable

The most valued email newsletters in the Nielsen Norman Group’s latest round of usability studies used these formats:

Email newsletter format
Format for attention Choose an email newsletter format that’s short and focused, and stick with it issue after issue. Image by MissTuni

1. Headlines with short blurbs. This was, by far, the most favored format.

If you have more than 5 topics or articles, consider:

  • A concise headline
  • Blurbs ranging from 1 line to 2-4 sentences to even a few brief paragraphs
  • Link to the full story for more information

If your email newsletter also covers more than 2 printed pages, add a table of contents.

Practicing what they preach The Nielsen Norman Group’s own email newsletter uses the most popular format among its research participants.

2. Bulleted lists of information such as upcoming events, discounts and specials.

News from my happy place North Coast BBQ sends out a bulleted list of links each day.

3. Single-story newsletters, such as daily meditations, articles, recipes, promotions, promotion, recipes or events. Include the full story if you use this approach.

One and done Wylie’s Writing Tips uses the single-story format.

Make them short and focused.

Note that all of these formats are short and focused. Subscribers considered newsletters with too much information or diverse content overwhelming and cluttered.

Note: Include no more than two full-length stories in your email newsletter. Keep them tight.

What format do you use for your email newsletter? What format makes the most sense?

How can you reach nonreaders with email?

Just 24% of email recipients fully read email newsletters on mobile devices. The rest skim — or just glance at — their messages.

Think Inside the Inbox, our email-writing workshop that begins on Dec. 12So how do you get the word out to flippers and skimmers via email headlines, decks and other display copy?

Find out at Think Inside the Inbox — our email-writing workshop that begins on Dec. 12.

You’ll learn how to get the word out to email recipients with our simple test, boost readership by choosing the right template for your email newsletter, and avoid getting your headline cut off on mobile email apps.

Plus: Find out how to write links that boost your click-through rate on mobile, where email recipients click on 40% fewer links.

Save up to $100 with our group discounts.

Register for Think Inside the Inbox, our email-writing workshop that begins on Dec. 12

___

Source: Kim Flaherty, Amy Schade, and Jakob Nielsen; Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition; Nielsen Norman Group, 2017

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June 23, 2022

Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15

Save upto $100 with our group discounts.

Register for Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15
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Master the Art of Storytelling - Ann Wylie's creative-content workshop on July 11-15

NOT Your Father’s PR Writing - Ann Wylie's PR-writing workshop on Aug. 15-19

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Think Inside the Inbox - Ann Wylie's email-writing workshop on Oct. 17-21

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