The document provides tips for creating effective newsletters and email campaigns. It emphasizes keeping content concise yet informative for the reader, with important information at the top. It also stresses the importance of consistency in design while allowing flexibility, as well as knowing your audience and tracking results.

1. Hannah Tometzki (me)

2. Norwich – it’s a little
place in the UK

4. Newsletter
Sales tool
Traffic Driver
Teaser
Informative

5. Spam
Harassing or annoying
Website, lecture or novel

6. Content Design
Audience

7. What do you want readers to see above all else?
While you have their attention…

8. Extra information
at the bottom
The important bits
at the top

9. If you don’t have anything good to say, Who doesn’t
love a sale!
don’t say anything at all.
Touch base

10. A regular feature or weekly
We are creatures of habit. We like to
newsletter can reinforce the
know what’s coming.
message of your business, making
people think about you before they
think of your competitor.
But only if you have something to
say that is worth reading.
Otherwise it’s just like spam

11. If it’s too good to be true, it’s probably a lie
Grab their attention! Capitals should be used appropriately
Don’t shout at your reader
Key words attract attention but
balanced to not appear like spam
Appeal to the reader directly

12. Tell them things they might not have found
themselves
Make them want to know more
Drive traffic

13. Know your audience
Customise where possible
Avoid unrelated material
Recognise related material

14. View online
Social
sharing
Tell a friend
Unsubscribe

16. Establish and
reinforce your
company image

17. Hierarchy
Clear blocks of content
Flow of information
Use of colour

18. Consistency and flexibility can coexist
Templates that maintain a consistent look
and layout style but provide independence
for businesses to manage their own
campaigns

19. Understand limitations of your system
Consistent tone appropriate to the audience
Tell your designer what you want, and
work with them
If you can’t afford a designer, use a
system that can.

20. Explain limitations to your client
Pick the best tool for the job & know it well

21. Create different
layout options
for your client

22. Change the
order, remove
or add content
chunks

23. Give clients
easy access to
edit any content

24. Manage multiple
clients & give them
limited access

26. Get to know your audience
Tell them something interesting
Track the results
Never send at 5pm on Friday