Internet newsletters are designed to catch the reader's
attention and direct them towards your website. One of the
biggest dangers of today's online newsletters isn't the lack of
good content - it's the way it's content is presented, often in
the most boring and unattractive graphical layout. Graphics and
photos will make any boring looking text much more attractive.
On the other hand, the more graphics you have the longer it will
take for the newsletter to load on the subscriber's computer.
Valuable subscribers will be lost if your newsletter takes long
to load. Remember that your readers want quick and accurate
information, and while it's your task to present that in a
visually attractive way, it's also your responsibility not to
keep them waiting excessively.

Using Graphic Elements in Your Newsletter

One common and effective way of presenting an Internet
newsletter is by creating a design that resembles your website's
visual aspect. In other words, you can use the same kinds of
graphics, separators, column borders, buttons or even headers to
make your newsletter look and feel like your website. Of course,
all these graphical elements take their share of download time,
and things get worse when you add large photos to the
newsletter. If you want to approach your newsletter layout like
this, try to minimize the number of graphical elements borrowed
from your website. Reduce the fancy banner to a thin graphic
that houses the name of the newsletter and get rid of some of
the column borders and page separators. You can also drop the
menu graphics and simply choose a similar background color and
text links instead of buttons.

Using Photographs in your Online Newsletter

A newsletter that has no photographs is dull and has less
chances of impressing your subscribers. But as we have shown
before, photos lead to longer download times. However, you can
always process the photos to make them express the same thing
but eat up a lot less space. Here are a few tips on hot to do
that:

* Try to make the photos smaller - they don't have to stretch on
the entire page. In most cases, a 200 by 200 pixel wide photo
will have the ability to tell a story without excessive download
time

* Use a photo editing software to reduce the quality of the
graphics. In many cases, the visual aspect of the photo is
almost identical between a high resolution and a lower
resolution and smaller image

* If you are using photos taken with your own camera, or scanned
from publications, be aware that most are at 300 DPI(dots per
inch). Web graphics should be saved to be around 72 DPI - try
this with a photo and see the huge difference in size between
the two, while the quality stays the same

Using Text Elements to Make your Newsletter More Dynamic

You can also use different text elements to bring some color in
your newsletter. You can use larger drop caps, or assign them a
different color, for a nice professional look. Bold or italic
text can also be used to bring variation in the newsletter
design. While playing with font size and color is fine, make
sure not to use fonts that browsers won't be able to read.

The newsletter graphics and the visual aspect of your
publication play a vital part in the success of your promotion
campaign. A newsletter with excellent content and a graphic
layout to support it will become a very effective traffic
building tool.



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