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BuzzFeed-and other publishers taking a similar approach-curates and distills stories, leaving no onus on the reader to choose what to click from a collection of headlines. Here, readers get a lot more (basically a beginning-to-end mini story) without having to navigate away from their inbox. Here’s one recently sent by BuzzFeed News (it’s a long email, so we trimmed it after the first story): Buzzfeed, Vice, The Skimm, Mic, and others are doing it. The text-heavy email approachīut we also see many brands taking an alternate approach: instead of asking readers to click to read, content is placed directly in the email itself, in a “behind the headlines” kind of way. Readers can easily scan through and decide what’s of interest, then tap to read more. Here’s an example from It’s Nice That, a company publishing stories about creative work to inspire and connect people and artists:įrom a design perspective, the approach is appealing because it keeps the email simple, straight-forward, visual, and clear of clutter. Most image-reliant emails feature products, where it makes sense to focus on showcasing what you’re trying to sell (like Etsy, for example). But publishers do it too, often by including a roundup of links with a key image and headline and not much else.
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Have you noticed how brands tend to sit at two ends of the email design spectrum, sending either very image-heavy or very text-heavy newsletters? We’ve been known to advocate for a healthy content-to-image ratio in emails, but our inboxes are full of newsletters that either communicate nearly entirely through images, or almost totally in words. Distinguish section headers and headlines.Text-heavy or image-heavy emails? It’s up to you, but keep an eye on the email message size.