Email Newsletter Formats – 3 Main Formats To Choose From

Some people take the plunge and ask their readers which newsletter format they prefer and choose accordingly. However, it could be more enlightening to understand the pros and cons of each format beforehand.

Now let’s take the 3 main formats of newsletters one in a turn and see the advantages and disadvantages of each.

HTML Newsletter Format

• Professional design.

HTML gives you more flexibility with the look of your newsletter. You can change the background color, add headers, and play with fonts. These customizations can make your newsletter more engaging and intriguing.

This actually adds variety and a personal touch to your newsletter. You can customize the look of your newsletter so that it looks the same as your website. This helps create a sense of continuity and familiarity for your readers. Moreover, it also helps you build recognition and get more exposure for your brand.

• Graphics.

HTML-formatted newsletters offer you the luxury of using graphics. For some marketers, the use of graphics does not hold much importance.

However, if you are promoting a particular product using your newsletter, it might be convenient to weave some photos through your content. The use of product photos has been proven to increase conversion.

An extra bonus of using graphics is that they make the newsletter more appealing and attractive.

• Links.

HTML allows you to use hyperlinks in your newsletter. In a plain text newsletter format, the only way you can add a link is by typing the URL directly into the text. If the URL is quite long, the email client may break it up into two lines and thus, it becomes unclickable.

If the reader wishes to visit the link, he or she has to copy it and paste it into his/her browser search box. Few would do that.

Another advantage of hyperlinks is that you can use descriptive text for the link instead of just slapping the URL inside your content. This will increase your clickthrough rate significantly. It will also help keep those ugly affiliate links out of sight.

Cons :

• HTML Know-How.

The main problem people face with HTML newsletter formats is that they know no HTML; or their HTML know-how is not sophisticated enough to build their own HTML newsletter templates.

It may be possible to overcome this problem using ready-made HTML templates that have been produced by others. The drawback is that you may not find one that satisfies your ideal. You may want to make a few tweaks to it, or you may just use as it is.

If you are serious enough about having a unique HTML template, you may go further enough and hire a coder to do the work for you. Rent A Coder is a good place to look for one.

• HTML Software.

Hopefully, you are quite familiar with HTML and you are now ready to build your own HTML newsletter template. In order to do so, you need some HTML software to use for formatting your template.

There are several programs that you can choose from. A free, handy and easy to use HTML software is Nvu, the one which I use for most of my HTML formatting tasks. You can download it from their website.

Nvu is WYSIWG (what you see is what you get) HTML editor, which means even if you are not comfortable using HTML, you can still use it. However, you need to take the time to learn how it functions. Luckily, there are several videos on the web which teach how to do just that.

Another more sophisticated HTML software is Adobe Dreamweaver, which is claimed to be the best one by some webmasters. It does offer more options than Nvu, but the learning curve increases as well.

I would rather do with Nvu for formatting a newsletter template and save Dreamweaver for building sophisticated websites.

• Non-Compatibility.

Probably the worst disadvantage. Not all email clients accept HTML newsletters. So if your newsletter is not compatible with the email client your subscriber uses, he or she simply can’t receive it.

It must be noted though that the bulk of email clients accept HTML ; even those which do not accept HTML currently are moving toward integrating it in the future. However, to be on the safe side, it is recommended that you create both HTML and plain text newsletters, so if your HTML newsletter gets blocked, the end user will receive a plain text newsletter instead.

I use Aweber for delivering all my newsletters. And it has been working well for me ever since I started using it . Most of the newsletters that inhabit my inbox from other marketers are delivered via Aweber too. Aweber makes creating a plain text newsletter a prerequisite for building an HTML one to ensure that it is deliverable in case of noncompatibility issues. They do a good job regarding this problem.

• Slow Loading.

The use of graphics, headers and images can be an advantage as well as a disadvantage. It all depends on the Internet connection speed of your subscribers.

If you are using Google Analytics, you can find out some data about the type of Internet connection your website visitors use. Normally, that same data applies to your newsletter subscribers since they subscribed to it on your site.This will help you decide on whether to include graphics or not.

Plain Text Newsletter Format

• Easy Creation.

The main benefit of plain text newsletters is the ease with which they are created. No technical knowledge is required whatsoever.

In addition, no special software is needed. It can be created using Notepad, a free Windows application that comes readily installed with your operating system.

• Compatibility.

Once you create a newsletter in a plain text format, you never have to worry that your newsletter may not be delivered or may get blocked by the email client. All email clients are compatible with plain text newsletters.

• Dull-Looking.

Well, this might or might not be an issue depending on how you look at it. If you are one of those who enjoys variety and the impression graphics add, then you might agree that plain text newsletters lack the flavour images and colours add. How many people you think still use black and white TVs.

Why do companies and publishers spend thousands of dollars on cover and product designs?Simply, because they appreciate the impression appearances have.

On the other hand, some readers may see otherwise. Images and colors can act as distractions. They may divert your readers’ attention from your main point. So, it might be best to keep it simple and basic. One may cite Google’s homepage as an example for this model.

After all, whether you use graphics or not, your content is what really makes the greatest impact on your readers. Content is King.

• Broken, Ugly Links.

One issue I have with plain text newsletters is those links which run over two or three lines. They get broken up by email clients and in order to visit the desired destination, you have to copy the whole thing and paste it into your browser.

The situation gets even worse with affiliate links. All you see is a URL with uncomprehensible characters. It gives no idea where you it takes you.

Some readers have a tendency not to click on any link that appears to be from an affiliate. And plain text newsletters make it clear for a reader when a link is from one.

Some of these problems can be remedied easily. An increasing parctice among marketers is the use of shortened links. This provides a good solution to those ugly lengthy links. It is possible to use link cloaking software to hide and make your affiliate links more appealing.

Whether to cloak affiliate links or not is a long discussion and I am not ready to plunge into it in this article.

PDF Newsletter Format

• Professional.

PDF newsletters are just as customizable as HTML ones. They can contain graphics and images. You can also mess up with the fonts and colors.

• Downloadable.

Another advantage the PDF newsletter format offers is that readers can download it to their PCs at will. It can be offered directly on your website or sent as an attatchment in an email.

Subscribers will thus read it on their PCs at ease or even print it since PDF files are print-friendly.

• Word-To-PDF Converter.

In order to create a PDF newsletter, you need to have special software. If you are using Microsoft Word, the easiest way is probably installing an extension which enables you to save your documents in PDF format.

There are also a few online services which convert your document without you installing any software.

After you have your PDF newsletter ready, you need to download it to your site or autoresponder depending on how you are going to deliver it.

Now, which format is the best ? This is a question each of us should answer for him- or herself.Analyze your needs and your audience, study the pros and cons of each newsletter format, and DECIDE on which one to use.

Stay tuned for more Newsletter Tips and newsletter formats updates!