| |
|
Meridian Press · Issue 47 | |
The archive is the productThree weeks ago I went looking for something I wrote in 2019 and could not find it. Not on the site, not in the export, not in the platform's own search. Twelve hundred issues, and the only working index was my memory. That is the part nobody tells you about running a newsletter for six years. The sending is easy. The keeping is not. | |
| |
|
So this week I rebuilt the back catalogue as a real archive, with tags, full text search, and permanent URLs. It took nine days. Subscriber growth did not move. Time on site tripled. The whole thing is below, including the parts that did not work. | |
| Read the whole issue → | |
|
Written by hand every Thursday. Reply and I read it. Meridian Press, 14 Harbour Lane, Bristol BS1 4TT |
```
**Poor alt text:**
```html
```
## Color Psychology and Usage
Color influences emotions, guides attention, and reinforces brand identity.
### Color Psychology in Email
| Color | Associations | Best For |
| --- | --- | --- |
| Blue | Trust, stability, calm | Finance, tech, healthcare |
| Red | Urgency, excitement, passion | Sales, CTAs, urgency |
| Green | Growth, health, nature | Sustainability, health, success |
| Orange | Energy, creativity, warmth | CTAs, youth-focused brands |
| Purple | Luxury, creativity, wisdom | Premium brands, beauty |
| Yellow | Optimism, clarity, warmth | Highlights, attention |
| Black | Sophistication, luxury | Premium, fashion |
| White | Clean, minimal, pure | Space, backgrounds |
### Color Ratio Guidelines
Follow the 60-30-10 rule:
- **60%:** Primary/background color
- **30%:** Secondary color
- **10%:** Accent color (CTAs, highlights)
### Color Contrast for Accessibility
Ensure sufficient contrast between text and backgrounds:
- **Normal text:** Minimum 4.5:1 contrast ratio
- **Large text (18px+):** Minimum 3:1 contrast ratio
- **Use tools:** WebAIM Contrast Checker
**High contrast examples:**
- Black (#000000) on white (#FFFFFF) - 21:1
- Dark blue (#003366) on white - 12.6:1
- White on dark purple (#4A154B) - 10.8:1
### CTA Button Colors
Your call-to-action buttons should stand out immediately:
- Use your highest-contrast accent color
- Maintain consistency across all emails
- A/B test different colors to optimize performance
- Ensure the color differs from body text links
## Email Accessibility
Accessible email design ensures all subscribers can engage with your content, including those using assistive technologies.
### WCAG Guidelines for Email
The Web Content Accessibility Guidelines (WCAG) apply to email:
#### 1. Perceivable
- Provide text alternatives for images (alt text)
- Don’t rely on color alone to convey information
- Ensure sufficient color contrast
- Make text resizable without breaking layout
#### 2. Operable
- All functionality available via keyboard
- Give users enough time to read content
- Don’t use flashing content that could trigger seizures
#### 3. Understandable
- Use clear, simple language
- Maintain consistent navigation
- Provide clear error messages
#### 4. Robust
- Use valid HTML
- Test across different email clients
- Ensure compatibility with assistive technologies
### Accessible Email Checklist
- All images have descriptive alt text
- Color contrast meets WCAG AA standards (4.5:1)
- Links are descriptive (“Read our guide” not “Click here”)
- Font size is at least 14px (16px preferred)
- Email has a logical reading order
- Tables are used for layout only, not data (or have proper headers)
- Language is declared in HTML
- Focus indicators are visible for interactive elements
### Screen Reader Considerations
Structure your email for screen reader users:
- Use semantic HTML when possible (h1, h2, p, etc.)
- Provide a plain-text version
- Include a “View in browser” link
- Avoid “image-only” emails
- Test with VoiceOver, NVDA, or JAWS
## Effective CTA Design
Your call-to-action is where design meets conversion. Get it right.
### CTA Button Best Practices
#### Size and Shape
- **Minimum size:** 44px height, 120px width
- **Padding:** At least 12-16px vertical, 24-32px horizontal
- **Shape:** Use a button shape that matches the brand and remains easy to recognize
#### Color and Contrast
- Use a brand accent color that stands out from the surrounding section
- Ensure high contrast with background
- Button text should be highly readable
#### Text Guidelines
- Use action-oriented verbs: “Shop Now,” “Get Started,” “Download”
- Create urgency when appropriate: “Claim Your Discount”
- Keep it short: 2-5 words
- Avoid generic text: “Click Here,” “Submit,” “Learn More”
### CTA Placement
- **Primary CTA:** Above the fold (visible without scrolling)
- **Secondary CTA:** After supporting content
- **One primary CTA per email** (avoid decision paralysis)
### CTA Text Examples
| Industry | Effective CTA |
| --- | --- |
| E-commerce | ”Shop the Sale” |
| SaaS | ”Start Free Trial” |
| Content | ”Read the Full Guide” |
| Events | ”Reserve My Spot” |
| Newsletter | ”Get Weekly Tips” |
### Button vs. Text Links
Use buttons for primary actions and text links for secondary actions:
```
[SHOP NOW] Primary button (high visual weight)
or browse our new arrivals Secondary text link
```
## Email Newsletter Examples by Industry
Let’s examine effective newsletter designs across different industries.
### E-commerce Newsletter Design
**Key elements:**
- High-quality product photography
- Clear pricing display
- Multiple product showcases
- Strong promotional messaging
- Easy-to-tap “Shop” buttons
**Layout recommendation:** Modular grid with product cards
```
SALE BANNER
[HERO PRODUCT]
30% OFF
[SHOP NOW]
[PROD 1] [PROD 2]
$49.99 $79.99
FREE SHIPPING OVER $75
```
### SaaS/Tech Newsletter Design
**Key elements:**
- Clean, minimalist aesthetic
- Feature highlights with icons
- Educational content focus
- Clear value propositions
- Professional imagery
**Layout recommendation:** Single-column with feature blocks
```
NEW FEATURE ANNOUNCEMENT
[FEATURE SCREENSHOT]
Benefit one
Benefit two
Benefit three
[TRY IT NOW]
```
### Media/Publishing Newsletter Design
**Key elements:**
- Strong typography hierarchy
- Article previews with images
- Category organization
- Author bylines
- Read time indicators
**Layout recommendation:** Card-based content grid
```
TOP STORY
[LARGE IMAGE]
Headline text here
Brief excerpt...
[STORY 2] [STORY 3]
Headline Headline
MORE STORIES
```
### B2B/Professional Services Newsletter Design
**Key elements:**
- Conservative, professional design
- Thought leadership content
- Case studies and data
- Event promotions
- Resource downloads
**Layout recommendation:** Professional single-column
```
[COMPANY LOGO]
THIS MONTH'S INSIGHTS
Industry Report
Key findings from our latest
market analysis...
[READ MORE]
Upcoming Webinar
March 15 at 2pm EST
[REGISTER]
```
## Email Design Tools and Resources
### Design Platforms
**Drag-and-drop builders:**
- Mailchimp
- Klaviyo
- Campaign Monitor
**Professional design tools:**
- Figma (design and prototyping)
- Adobe XD
- Sketch
### Template Resources
**Free templates:**
- Brevo template library
- Litmus Community templates
- Email on Acid templates
**Premium templates:**
- ThemeForest email templates
- Envato Elements
- Creative Market
### Testing Tools
- **Litmus** - Email preview across 90+ clients
- **Email on Acid** - Cross-client testing
- **Mail Tester** - Spam score checking
- **Accessible Email** - Accessibility validation
## Common Email Design Mistakes to Avoid
### 1. Image-Heavy Emails
**Problem:** Some email clients block images by default. Image-only emails appear blank.
**Solution:** Always include live text. Use images to enhance, not replace, content.
### 2. Too Many CTAs
**Problem:** Multiple competing CTAs create decision paralysis.
**Solution:** One primary CTA per email. Use text links for secondary actions.
### 3. Ignoring Mobile
**Problem:** Designs that look great on desktop fail on mobile.
**Solution:** Design mobile-first. Test on multiple devices before sending.
### 4. Poor Contrast
**Problem:** Low-contrast text is hard to read and fails accessibility standards.
**Solution:** Use contrast checking tools. Maintain 4.5:1 minimum ratio.
### 5. Overcrowded Layouts
**Problem:** Dense designs overwhelm readers and reduce engagement.
**Solution:** Embrace whitespace. Focus on fewer, higher-quality content pieces.
### 6. Inconsistent Branding
**Problem:** Emails that don’t match your website confuse subscribers.
**Solution:** Create email brand guidelines. Use templates to maintain consistency.
### 7. Slow-Loading Emails
**Problem:** Large files take too long to load, especially on mobile.
**Solution:** Compress images. Keep total email size under 1MB.
## Conclusion
Email newsletter design is both an art and a science. The principles covered in this guide, visual hierarchy, mobile optimization, accessibility, typography, and strategic CTA placement, form the foundation of newsletters that engage and convert.
Remember these key takeaways:
1. **Design for mobile first** - Your own reporting may vary, but small-screen usability must be safe
2. **Prioritize clarity** - Every element should serve a purpose
3. **Maintain brand consistency** - Build recognition with every send
4. **Test continuously** - Small improvements compound over time
5. **Focus on accessibility** - Design for all subscribers, not just most
Great newsletter design isn’t about following every trend, it’s about creating clear, engaging, on-brand communications that respect your subscribers’ time and attention.
Ready to improve your Shopify newsletters in Brevo?
## Where Tajo fits
Tajo is the agentic integration builder. Keep your providers. Agents connect everything else, and you approve each sync. Tajo is in early access. [Request early access](https://tajo.io/#early-access)
## Frequently Asked Questions
**How do I start an email newsletter?**
Choose a platform, define the newsletter promise, build permission-based signup forms, create a simple mobile-first template, send test campaigns, and review engagement before adding complex layouts or personalization.
**How often should I send a newsletter?**
There is no universal best frequency. Start with a cadence you can sustain, such as weekly, biweekly, or monthly, then adjust based on engagement, unsubscribes, complaints, content quality, and subscriber expectations.
**What should I include in my newsletter?**
Include one clear primary message, useful content, a scannable structure, live text, accessible images with alt text, a clear CTA, unsubscribe and sender details, and any dynamic product or customer content only when the data is reliable.
**What is the ideal width for an email newsletter?**
The standard and recommended width for email newsletters is \*\*600 pixels\*\*. This width works well across most email clients and devices while providing enough space for content. For mobile, emails should be responsive and adjust to the screen width, typically stacking multi-column layouts into a single column.
**How many images should I include in my newsletter?**
There is no fixed image count. Use enough imagery to support the message, but keep the email understandable when images are blocked. Most newsletters should use live text for essential copy, descriptive alt text for meaningful images, compressed assets, and a plain-text fallback. Avoid image-only newsletters.
**What fonts work best for email newsletters?**
Web-safe fonts like \*\*Arial, Helvetica, Georgia, and Verdana\*\* render consistently across all email clients. You can use web fonts (Google Fonts, Adobe Fonts) with proper fallbacks, but be aware that some clients like Outlook will display the fallback font. Stick to 1-2 font families maximum for clean, professional designs.
**How do I make my emails accessible?**
Key accessibility practices include: using \*\*alt text\*\* on all images, maintaining \*\*4.5:1 color contrast\*\* for text, using \*\*descriptive link text\*\* (not "click here"), ensuring \*\*minimum 14-16px font sizes\*\*, providing a \*\*plain-text version\*\*, and structuring content with \*\*proper heading hierarchy\*\*. Test with screen readers when possible.
**Should I use dark mode design for newsletters?**
Yes, you should consider dark mode because major email clients can alter colors in different ways. Design tips include: avoid relying on background color alone, provide logo variants when needed, use transparent PNGs carefully, check contrast in both modes, and test important templates in the clients your audience actually uses.
**What's the best image format for email?**
\*\*JPEG\*\* is best for photographs and complex images with many colors. \*\*PNG\*\* is ideal for graphics with transparency, logos, and images with text. \*\*GIF\*\* works for simple animations. \*\*WebP\*\* offers better compression but has limited email client support, always provide fallbacks. Keep file sizes under 200KB for main images and aim for under 1MB total email size.
**How do I improve my email newsletter click rates?**
To improve click rates: make the primary CTA easy to find, use descriptive button text, keep tap targets large enough for mobile, reduce competing actions, write a message that matches subscriber intent, and test one meaningful design or copy variable at a time. Treat opens and clicks as diagnostic signals, then connect important newsletters to conversion or revenue outcomes where possible.
**How often should I update my newsletter design?**
Maintain \*\*consistent branding\*\* for recognition while making \*\*small optimizations continuously\*\* based on performance data. Consider a \*\*major design refresh\*\* every 12-18 months to stay current with design trends. Always A/B test significant changes before rolling them out to your entire list. Seasonal variations and special edition designs can provide variety without losing brand consistency.
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