Blog Minx

Now we’ve covered how to write an e-newsletter, here’s how to build it.

Of course, the most basic way is just to paste your text into an email and send. But that’s not very pretty, and there are many free online email templates these days to make your job easier. You can also sign up for software that checks, sends and tracks the e-newsletter for you, but most come at a cost. Scroll down for examples.

What does a good e-newsletter system offer?

• A handy Wysiwyg (content table) so you don’t have to dive into code and can easily insert graphics etc
• Wysiwyg/HTML view options so you can easily switch between the code and the layout
• Preview option for test sends
• Customer support and easy to follow FAQ and guidelines
• Ability to insert personal data, eg. first name of subscriber so it says ‘Dear Rich Minx’ instead of ‘Dear Customer’
• Tracking and removal of bounced emails (often because the address is incorrect or the mailbox is full)
• Easy importing/exporting of email addresses and a good search function if you need to edit/remove
• Clear tracking of sends, open rates, unsubscribing and clicks
• The ability to post-date a send and specify the duration of a sendout (sending all at once can negatively affect your status in email clients, who might label you spam)

Should I pay for an enewsletter system?

You don’t have to, but if you want personalized customer support and reliability for sends, and are sending to thousands of people, you might want to consider a paid option. But look out for what they charge per send: do they have discounts for large databases? Is it easy to import/export the database? Many offer a free trial - take it for a spin first.

Tips for building an e-newsletter

• Learn basic HTML. The Wysiwyg helps but there will be times when you need to edit the code
• Test repeatedly by sending previews to major email clients (eg Gmail, Yahoo, Hotmail) and check in different browsers (eg. IE, Firefox). You will not be able to make it look perfect everywhere, but set a high standard for the main clients.
• Avoid CSS when possible (email clients may override your styles); use basic, old-fashioned HTML codes if you are building the code yourself.
• Keep the layout as simple as possible, and make sure images aren’t too heavy. Too many bells and whistles increase the chance of failure and being sent straight into ‘Spam’. No animated graphics!
• Make sure there is an easy Unsubscribe option. Provide a link (often near the bottom, but clear) to an Unsubscribe page. Many templates add this automatically. Don’t ask the person to enter their login details; keep it simple or they’ll just label you spam to make their lives easier.

Some free e-newsletter templates to modify and send yourself

• Mail Chimp
• Templates Box
• Interspire
• Kekeko

Some newsletter systems for creating, sending and tracking

• Constant Contact (has free 60-day trial)
• E-Newsletters Online (has free 14-day trial)
• Send Blaster (free basic version, paid upgrade to ‘Pro’)

Next: How to send your e-newsletter with a pre-send checklist

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