The Designing a Newsletter course on Lynda.com (now LinkedIn Learning) teaches best practices for creating engaging and effective newsletters. Here’s a summary of key points covered in the course:
1. Planning Your Newsletter
Define your audience and their needs.
Establish a clear purpose (inform, promote, entertain).
Choose the right format (print, email, web-based).
Set a consistent schedule for sending.
2. Writing & Structuring Content
Use a compelling headline to grab attention.
Keep content concise and scannable (use bullet points, short paragraphs).
Maintain a conversational and friendly tone.
Include strong calls to action (CTAs).
Balance promotional vs. informative content.
3. Design Principles
Stick to a clean, professional layout.
Use brand colors and typography for consistency.
Ensure readability with proper font sizes and contrast.
Incorporate images, icons, and white space to enhance readability.
Optimize for mobile devices.
4. Email-Specific Considerations
Use an engaging subject line.
Follow best practices for deliverability (avoid spammy words, use a reputable sender).
Include an unsubscribe link (legal requirement in most places).
Test across different email clients.
5. Measuring & Improving Performance
Gather reader feedback to improve future newsletters.
Track open rates, click-through rates, and conversions.
Use A/B testing to refine subject lines, design, and content.
