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Compton Communications"An Internet Communications Agency"
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Articles
Create an e-newsletter Style GuidePosted Thursday, March 31, 2005 You should already be using Web Style Guide by Yale University, now in the second edition. It contains a wealth of information on what to do in writing for the Web, using graphics, typography, design, editorial style and multimedia. Certainly every news writer and editor uses the AP Stylebook as reference in putting together news articles. But, you also need to look at creating a style guide for your e-newsletter. Why? A style guide can saves time, reinforces process, enhances tracking, and supports the readers. Three years ago adding graphics and multimedia to HTML e-newsletters was the rage. Today, many such e-newsletters end up unread in SPAM filter mailboxes or arrive in your email box without the graphics or with a broken link. They arrive broken despite your best technology efforts as email programs protect against email viruses and spyware. Your e-news style guide should examine your readership and determine best formats and practices in handling graphics, multimedia, and scripts. Use a Template. A template gives structure by designing in the number of articles, navigation and graphics into the publication. A template saves time by having the outline in place to be used over and over. Most e-newsletters vendors offer a variety of templates you can chose for your e-newsletter or if you want to match corporate branding have a design group put together an approved corporate branded template for your publication. Use Cascading Style Sheets. Most standard HTML formatting will create excessive line spacing and position. Get your specific look by creating styles for your paragraphs, list items, tables, etc. that give typographic variety and precise makeup. Your typeface should be one of the major typefaces offered in Windows. Also be careful using Web fonts as part of the CSS, since this may require the user to be Internet connected to download the font. Since nearly half of users today are connected via broadband Web fonts should be less of a problem in future. You may want to use CSS on the Web site, but embed the style in the page for emails. Don’t obscure Hyperlinks. Underlined blue type has become the norm for hyperlinks. Any other format may obscure the fact that it is a hyperlink. Second is the mouse-over reversal of type that also signifies a clickable link. Be careful not to create a hyperlink style that confuses the reader. Also, the “click here” link is interpreted by most Web users as amateurish. Don’t add do-hickey graphics. Readers may often look at a enewsletter and determine that it needs some illustrations or little graphics to breakup the monotony. Use subheads, bullets, and meaningful photos to break up the copy. Clipart graphics add little value and are a sign of a non-professional publication. Need an example. The New York Times daily HTML email is what you should try to emulate. The online style and the email match completely. The content is based on the user preferences and the use of graphics is purposeful and minimal. Links: Web Style Guide Online- http://www.webstyleguide.com/ New York Times daily e-newsletter - http://www.nytimes.com/pages/todaysheadlines/ |