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William D King: Email newsletter design – what is the best layout and template for my campaign?

William D King

Email marketing provides a number of opportunities to your customers, especially when it comes to newsletters, which aren’t expensive to create and are really effective at keeping you on the radar of your contacts says William D King.

With so many templates available – some even for free – newsletter design doesn’t have to be confusing. We’ve rounded up what we think are the best templates available, to help you get started.

One of the templates I often recommend to clients is the MailChimp newsletter template because it’s really easy to use and set up. William D King says you can choose from their existing layouts or start with a blank one. The template will guide you through setting up your newsletter contents, graphics, logo, and more, automatically making sure it appears correctly across all devices.

I’m feeling extremely ecstatic writing this post. It’s no secret, I love designing newsletters! And with so many great email clients on the market, so do my clients.

I think it came as a surprise to some of them that this is an area where they could really take their marketing efforts to the next level. So what does good look like? How do you know what works and what doesn’t?

Welcome to the fourth installment of our ongoing series of articles on email newsletter design.

Today we’re going to show you some examples of newsletters with different layouts and explore the pros and cons of each one. We’ll also give you tips on how to choose a layout that works for your campaign!

So let’s get started, shall we?

The multi-column look: what is it all about?

The multi-column layout is very popular because it mimics an article in a magazine or newspaper. It gives off the feeling that you are actually reading something interesting, which can be quite compelling for readers who are bored by traditional newsletters’ appearance. Let’s take a look at this example:

          This newsletter is quite interesting and dynamic. William D King says the layout is very eye-catching and you instantly get what it’s all about, even if you’ve never seen the campaign before. The images are large and of high quality; they deserve to be printed in such a big size (and this is unlikely for real newspapers). Let’s take a look at some more examples of this layout:

The multi-column layout has the following pros:

  • It mimics an article in a newspaper or magazine;
  • It is easy on the eyes because there is so much white space;
  • Also it can include different types of media, such as pictures videos.
  • But keep in mind that this layout is not without its pitfalls. For example, you can run into the following problems:
  • It is not compatible with all email clients;
  • All links in your campaign will open in a new window or tab, which can be annoying for your subscribers;

Getting rid of the sidebar and integrating it into another part of the newsletter (usually the bottom) has also become popular lately. This layout gives off an impression that there’s more visual space to work with. Let’s see some examples:

The single-column look: what are the advantages?

Last but not least, we have come to our final email newsletter design topic – the single-column layout. This is definitely one of the most popular layouts in email marketing these days says, William D King. It simply contains your text and images without any distractions – something that is bound to catch a reader’s interest quickly. However, not every campaign can benefit from this layout. Let’s take a look at some examples:

The single-column layout has the following pros:

  • This newsletter looks very modern and stylish;
  • Your message will shine through thanks to the simple design;
  • There are no sidebars or other unnecessary elements;
  • On the negative side, there are several pitfalls associated with this layout:
  • It does not support large images (the text can get lost);
  • This type of newsletter might be difficult to print;
  • It requires a great deal of creativity and effort in order to make it work.


This marks the end of our series on email newsletter design. We have already seen what a multi-column layout is and how it can be used to enhance your campaign’s appearance, as well as looking at some single-column examples. We hope that this information will help you with your next newsletter! Keep in mind that everyone has their own preferences and styles, so don’t hesitate to explore different layouts and find one that suits you best. Final tip: if you are still unsure how to design your newsletter, try using templates that have already been created – it will save you a lot of time and effort eventually.