Avoiding these common design errors will ensure that your e-newsletters reap the proper return on investment.
E-newsletters packed with rich, timely
content are a surefire way to increase your site traffic and build ad revenue.
Unfortunately, even the most stellar content can’t overcome simple design errors
that stop e-newsletters from being delivered or accessed properly. Here are some
of the most common errors and how to avoid them.
1. Large file
sizes. This pertains primarily to HTML newsletters, but text
newsletters can sometimes get bloated as well. A general rule of thumb is to
keep the file size under 20KB. Larger files can lead to slow downloads,
especially for users on dial-up connections.
2. Embedding
images. If the image is important, in most cases, it’s best to simply
include a link to the image hosted on your site. If you embed image files in the
e-newsletter, they can significantly increase your newsletter file size (see
#1). The one caveat: readers won’t see the images unless they’re connected to
the Internet and click on the link. Still, it’s far less intrusive than
bombarding your lists with slow-to-load bloated files.
3. Using
frames. This is a big no-no. In fact, the current HTML e-mail
specifications don’t support frames, page anchors or custom backgrounds, so it’s
best not to use them at all. E-mail readers are far less consistent in terms of
the specifications they meet than Web browsers, and many don’t support any HTML
at all. Play it safe and stick with simple HTML coding. And of course, when in
doubt, test the e-newsletter in a variety of e-mail clients to ensure it
displays the way you intend.
Web Design 
