While the content and informational value of your Internet
newsletter are absolutely crucial for your marketing strategy,
you should also consider investing some time and energy in the
layout. The visual aspect of the newsletter is the first element
that the viewer gets in contact with. Create an attractive and
easy to read newsletter and your readers will get used to it and
expect it in their inbox each day, week or month. On the other
hand, create a newsletter that has absolutely no concern for its
layout and design and your readers will consider it was made in
a rush and delete it without remorse.

Using Multi Columns to Increase Readability

A multi column newsletter layout works the best because web text
is significantly harder to read than printed text. The reader's
eyes have a hard time reading lines that spread across the
entire screen, so it is better to break up the text in two or
three columns. A column layout is also more dynamic, less boring
to look at and provides you with more diversity when it comes to
inserting links or photos. The column layout is typical to all
forms of printed press as well, and most newspapers use this
type of layout to increase the "reader friendliness" of their
pages. Since all professional publishers and webmasters agree
that this type of layout is the best, why would you want to try
anything else?

How to Use the Columns

Since the two column layout is the most recommended newsletter
layout we will discuss arranging your content following this
structure. You can try to use different sizes for the two
columns - the one on the left can be about one third of the
entire width of the newsletter, resembling a website menu. Since
we are talking about Internet newsletters, its good to remember
that the readers are already in "web surfing mode". This means
that they will look at the left hand menu or column for links
and other smaller pieces of information, and on the right hand
column for detailed facts. The left column may house the table
of contents, smaller graphics leading to articles, pages or
products on your webpage and your assortment of links.

The Right Hand Column

This is where you will place your headlines, larger photos and
informational text. Try to insert graphics or photos sparingly
in your right column as they will bring more diversity to the
visual aspect and overall layout. However its worthwhile
remembering that newsletters with large amounts of graphics eat
up more space and they load slower on your reader's computers.
Any webpage or newsletter that takes more than five seconds to
load has high chances of being dismissed by the viewer.

Conclusions

Internet newsletters can become one of your most effective
online promotion tools, but you need to get all the
"ingredients" right - the visual aspect has to match your
website design, the content has to be informational and fresh
and the layout should make it easy for the reader to find
information and access links. When you get this mix right you
will notice a constant growth of newsletter subscribers and,
more importantly, regular visits from your existing visitors.



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