E-Newsletter Layout: Add White Space to Improve Readability

White space in newsletters is like pausing in conversation. Take a breath now and then to avoid overwhelming the reader.

It's tempting to pack a business e-newsletter tight with content. After all, goes the rationale, the piece appears more substantial, more authoritative.

However, in the audio book, "Sound Advice on Publishing E-Newsletters," author Michael Katz says that laying out text in big, chunky paragraphs creates an obstacle to effective communications.

Katz relates a recent experience with newsletters written by a professional services company. "What they had in place was actually pretty good ? professional design, good content ? and yet something was wrong." The newsletters were difficult to read because the great content was too dense.

Katz sites three important reasons for inserting frequent paragraph breaks to increase white space.

First, it's hard to read on screen. "By breaking up newsletter paragraphs into little pieces, you make it easier for your readers to get through the material.

Second, people like to skim. "Studies of online habits," says Katz, "show that people jump around. Shorter paragraphs help readers pick out things of interest to them."

Third, white space makes the text feel more conversational. "Think about the way dialogue in a book is laid out on a printed page. Lots of short, one or two sentence paragraphs. When your e-newsletter writing uses this same approach, it has a much more personal rhythm to it."

Michael Katz offers advice on how to create, write, and publish e-newsletters each week in the free audio-newsletter from What's Working in Biz, http://www.whatsworking.biz/full_story.asp?ArtID=92

About The Author

Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.

---

How To Create Gold With Email Promotions - Part 1

First make sure that the people you are sending your... Read More

Guarantee Recipients Opening Your Emails With These Secrets To Successful Subject Lines!

You've done the hardest part; you've captured your prospect's email... Read More

Why Does Nobody Visit My Web Site?

After endless hours of writing, designing and programming your brand... Read More

Build Credibility With an Email Course

When you are an expert, you sometimes forget that others... Read More

Email Etiquette: How To Send Emails People Will Read

You may remember a time before there was email?a time... Read More

How Autoresponders Boost Sales By Up To 400%

Imagine going to bed and waking up in the morning... Read More

NCOA for Email - Is Your Email Address List Clean and Up-To-Date?

Introduction Shrewd marketers devote a great amount of attention to... Read More

Reach Out and Slap Someone

I got my first email account way... Read More

Dont Be Viewed as Rude!

All too often otherwise nice folks come off as terse... Read More

How To Build Your Greatest Opt-In List

I get e-mails all the time from people on my... Read More

Creating Demand With Email Newsletters

You've launched your web site. You've implemented a public relations... Read More

E-mail Whitelist Etiquette

A big-time dilemma is brewing online. In an understandable attempt... Read More

Email Marketing - Whats the Situation in April 2005?

Email is still the King in Internet marketing. Many people... Read More

Ten Tips to Building Your Opt-in List.

To build and maintain your opt-in list requires constant attention.As... Read More

20 Ways To Increase Your Traffic And Sales Using Free Follow-Up Autoresponder Courses

An autoresponder course is a group of articles or information... Read More

How to Start Your Own Mailing List

I remember reading time and time again when I first... Read More

How NOT To Appear Like A Spammer

Unless you use the Internet only for surfing and never... Read More

Ways To Persuade Your Web Site Visitors To Give You Their Email Address

These are several ways that you can use to persuade... Read More

Six Tips for Nonprofit E-mail Success

An opt-in e-newsletter is one of the most effective marketing... Read More

How To Get An Instant Response To Your Urgent EMail!

In the business world, "You've Got Mail" has turned into... Read More

Persistence, Patience, Dedication - The Nick Martin Interview

Name: Nicholas John Martin aka Nick MartinAge: 24Residence: Copenhagen, Denmark... Read More

All I Really Needed to Know About List Building I Learned From Stephen King!

I have always been an avid reader of Stephen King's... Read More

Analysing Autoresponders

An autoresponder is an automatic or software-mailing program. Why... Read More

Five Profitable Ways To Use Your Follow Up Autoresponder

What? You are not using a Follow up Autoresponder? Then... Read More

Increasing Email Deliverability

Most email marketers know that it is important spam-check email... Read More

One Great Way To Generate A Lot Of Cold Hard Cash From Your Opt-In Email List

I bet you want to know what that one great... Read More

Signature Files: The Easy Way To Create More Business

If you do business as an affiliate, then you're constantly... Read More

Lesson #2: Different (and Profitable!) Ways to Use Smart Autoresponders

So, autoresponders allow you to automate the process of instantly... Read More

DoubleClicks Q3 2004 Report Shows Bulk Email Marketing Eficiency Increase

Wednesday, December 15 2004 at 16:00 EET... Read More

Personal vs Professional Life Email - Dont Squander Your First Internet Impression

My first email address was with compuserve.com back when you... Read More

A Single Email Is Never Enough

"Repetition is the key to advertising (marketing)". Those words were... Read More

Harnessing the Power of Email Marketing

Given the inherent problems with traditional marketing techniques, it`s important... Read More

Building Relationships Takes Time: Overcoming the Overnight Surge Urge

Whenever we talk to a new or a "we hope... Read More