HTML Newsletters are a great way to communicate to a large audience in a fast, cost efficient, and appealing manner. Send out announcements whenever it is appropriate for your company, and use what technology has to offer to spice up your emails. In the case of newsletters in particular, there are a few pointers that will help you grab the attention of your reader and pique their interest in what you are trying to offer.

There are three main areas under which your newsletter can get a better reaction from your customers: design, copy, and timing of the delivery of your messages.  Design is one of the most attractive and distinguishing features of using a newsletter rather than a plain text email, it catches the eye depending on how it is approached.  Use this to your advantage, use colors that will accentuate the theme of your message.  Use appropriate images that capture what the text of your message cannot.  If a short video clip would really entice your viewer, be savvy and include a snippet that will be enough just to spark their interest. 

Solid and catchy copy is equally important as design, and in some ways even more important.  Because certain design features can get lost in certain email services, be sure that your copy is to the point, and easily accessible upon a quick viewing of the email.  Keep your sentences short, casual yet professional.  Don’t underestimate the importance of the Subject line of the email: often this one phrase will deter your reader from opening the email.  On the other hand, it could be what sparks them to open the email and read the contents with a newfound interest.  Be sure to mention the crux of your message in the subject line: if it is an offer, state it up front.  If it is a unique new event, include the major details in the subject line.  These are sure ways to provoke a response from the reader. 

It is also important to find that delicate balance of how many times it is appropriate to send your message, and at what intervals.  If you inundate your clients’ inbox with your messages, they will likely get turned off and delete them in the future even if it something that may be relevant to them.  Send a friendly reminder a bit in advance and then again send the message on the day of your offer or event.  If you are not sure about what is most effective in terms of timing, do a test and split your list into several groups and compare the responses.  Use this data for future message deliveries.

Keep in mind that what you create in the newsletter is to keep your customers interest going!