Contents' page 'vital for HTML email newsletters'
Monday 1st March 2010
Businesses should ensure they include a table of contents when constructing HTML email newsletters, it has been reported.
Writing for ClickZ, industry commentator Jeanne Jennings said it is surprising how many newsletters still lack this basic feature.
She commented: "Studies show that most people spend just a few seconds deciding whether to read an email.
"By incorporating a table of contents at the top, the reader can easily see everything your email newsletter has to offer and decide whether to read it. If the first story doesn't engage them, the last one might."
Ms Jennings claimed that contents' tables should be "as descriptive as possible", with article headlines included as opposed to section headings.
She added that more "descriptive, benefit-oriented headlines" work better than general ones which do little to connect personally with the reader.
Last month, web designer Rebecca Ritz told Sbtv.com that newsletter providers should focus on getting their business branding right before mailing to their subscriber lists.
Written by Mark Hainsby