Introducing the Newsletters Get Looks newsletter

At work I've been supporting a newsletter that uses HubSpot, and I've been studying alternative tools like Substack and beehiiv.

I've become more aware of the tactics that work well in the email newsletters I read, and have been noting what people say about best practices.

But I haven't seen a lot of discussion about planning the visuals for newsletters.

My hunch is that being purposeful in planning your visuals will provide benefits such as:

• Increased conversions when new people check out your newsletter

• Readers giving fuller attention when reading your newsletter

• Deepening relationship and engagement with your readers

• More recommendations, strong retention, and less churn

• Reducing visual friction might lead to higher click throughs on the calls-to-action you most want people to act on.

Good questions, right?

In this newsletter I'll explore these and other factors.

I don't have any formal graphic design training, and I don't know how to use any design tools beyond what's in Canva and PowerPoint, but I've led marketing and communications projects for over 20 years. I've facilitated team discussions about visual identities for organizations and products, and have worked with many talented consultants and designers.

For the visuals in this newsletter I'll be figuring out solutions I can piece together, as I imagine many newsletter creators do.

I'll be upfront about my preferences. The aspects that are most important to me are:

• Making it easy for a reader to interact with your content

• Optimizing readers' comprehension, and ability to scan your emails

• Accessibility, which means WCAG standards for headings, link text, color contrast, and using alt text in images. Introduction to web accessibility.

In terms of design I love that newsletters offer such varied visual environments. Some with polished professional tones, some appearing quick and casual. Minimalist, or lush and rich with color.

There’s no right way or single solution so we’ll look at a lot of examples, and how visuals relate to strategy.

What have you seen that's delighted you?

Send me examples, questions, and interesting reading, at [email protected].

Let's go!

Margie