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CLICK NOW: How to make your email newsletter stand out
- Drew Burns
- Feb 23
- 3 min read
According to AOE's 2026 industry trends report, email newsletters remain one of the most
effective ways to connect with your audience, build brand loyalty and drive action. But with everyone suffering from inbox fatigue, how do you ensure your newsletter stands out?
From decades of experience with our clients in the architecture, engineering and construction sectors, we find that the key lies in thoughtful design, compelling content and a seamless user experience.
How can responsive design and strong visual flow help your newsletter stand out?
With more than 60% of emails being opened on mobile devices, responsive design is essential. Your newsletter must adapt smoothly to any screen, from desktop monitors to smartphones, so that every recipient enjoys a seamless reading experience. To achieve this, keep your layout around 600 pixels wide for desktop viewing and use tools to preview your design across various devices. Optimize images so they load quickly, compress files to reduce size and always include alt text for accessibility.
Great email design is also about guiding the reader through your content. Visual hierarchy plays a key role. Arranging your headlines, text blocks and images in a way that naturally leads the eye from one section to the next is an industry best practice. Whether you’re highlighting an announcement, sharing an update or showcasing new products, thoughtful use of layout shapes—like sections that flow downward in a column or use zigzags for visual interest—helps direct attention.
White space shouldn't be overlooked; it prevents your design from feeling cluttered and brings focus to your key messages and calls to action (CTAs). Together, responsive formatting and a strong visual hierarchy ensure your newsletter is easy to read and visually memorable on every device.
How to keep branding consistent and messaging direct
Your newsletter should feel like an extension of your brand. Incorporate your logo, brand colors and typography to reinforce recognition. Consistency across your emails and website builds trust and strengthens your brand identity.
Your campaign should also have clear messaging that flows to a well defined call to action. This CTA should bridge your branding and content, highlighting your audience’s next step.
Clear and concise: Use action-oriented language like “Learn More” or “Shop Now.”
Visually distinct: Use contrasting colors and ample spacing to make CTAs stand out.
Strategically placed: Position your primary CTA above the fold, with secondary CTAs further down.
How to design for skimmability by utilizing engaging visuals
Most readers spend less than 10 seconds on an email. Make your content easy to skim by breaking text into short paragraphs and using bold headlines. Consider keeping your campaign to three sections so you don't overwhelm your readers.
Images, GIFs, lists and videos can make your newsletter more dynamic and engaging. Striking the right balance is key. We suggest maintaining a 70% text to 30% image ratio to avoid spam filters. Use web-optimized images (no wider than 800 pixels) to ensure fast loading and make sure to include alt text for images to improve accessibility.
Embrace Personalization
Personalized emails are opened 26% more often than generic ones. Use dynamic content to tailor your newsletter to individual recipients based on their preferences, behavior or purchase history. Even small touches, like including the recipient’s name, can make a big difference.
Incorporating a "friendly-from" in your campaigns is an easy first step. This means displaying a team member or organization's name in the sender field instead of just the email address. Pushing it one step further think about incorporating "friendly-to's" as well. Finding ways to seamlessly incorporate the recipient’s name into the body or subject of the email will increase the chances of them opening that email. The more robust your customer relationship management system or database is, you can begin to incorporate other engagement strategies.
Last, but not least: Test and optimize
A/B testing, in which you send two versions of your email to determine which performs better, is your best friend. Experiment with different subject lines, layouts and CTAs to see what resonates with your audience. The key to being a good marketing professional is testing small things and tweaking. Making minor adjustments leads to big results in marketing. Use analytics to track open rates, click-through rates and conversions, and refine your strategy accordingly. Many of the different email newsletter software programs out there (MailChimp, Constant Contact, Informz, etc.) have built-in options for you to play with.
Have more questions? Reach out to AOE to chat about newsletter success.
Designing an effective email newsletter requires a blend of creativity, strategy and technical know-how. At AOE, we specialize in helping businesses craft newsletters that not only look great but also drive results. From responsive design to personalized content, our team has the expertise to elevate your email marketing game.
Ready to see those open rates jump? Visit aoeteam.com to learn more about our services and how we can help you connect with your audience like never before.
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