Newsletter Creation Guidelines

Readers appreciate not having to sift through large blocks of text, especially in a newsletter format. The average attention span for users has decreased to 8-10 seconds, so ensuring that readers get what they need all in one skim is extremely important. Once readers click off the email to a web page, it’s very difficult to recapture their attention.

How to achieve this:

• Use short sentences and paragraphs. This makes it easier for readers to scan your newsletter.
• Focus on the essentials. Provide the most important information and avoid unnecessary jargon or filler content.
• Limit your newsletter length. Keep your content digestible with a word count that respects your audience’s time.

It can be important to have a relatable tone. It feels as though a friend is breaking down important news for you. It’s casual yet authoritative, making health science news more approachable.

How to achieve this:

• Write in the second person ("you") to make your newsletter feel personal.
• Use light humor, but be careful not to overdo it. Stay professional yet conversational.
• Avoid overly formal language or jargon; use simple, approachable terms.
• Align with the CU Anschutz brand voice.

Example:

• Instead of “Doctors have the ability to eliminate vaccine hesitancy, through effective communication,” try “ Doctors: We can eliminate vaccine hesitancy. And then diseases.”

While images can be powerful in newsletters, we opt for fewer visuals, which helps focus attention on the content. Too many images can slow down load times, distract from the message, and reduce readability.

Current best practices suggest that at least 60% of newsletter content include text and no more than 40% be imagery (industry experts lean more toward 80/20). Image-heavy emails have a higher risk of causing issues with different email platforms. Additionally, it is more likely for these emails to land in promotion/spam folders, rather than main inboxes.

Why fewer images work better:

• Faster load times. Heavy use of images can slow down the loading speed of your newsletter, especially on mobile devices. Many readers are accessing your newsletter on the go, and a slow load can lead to frustration.
• Keeps the reader focused. When images are overused, they can draw attention away from the important content. With fewer images, the focus remains on the text — which is where the value lies.
• Cleaner design. Minimalist design elements, like CU Anschutz Today’s layout, promote clarity and readability.

Tips:

• Use images sparingly and only when they add real value (e.g., featured, charts, infographics).
• Optimize your images for web viewing to ensure they load quickly.
• Don’t rely on images to tell the story — the copy should carry most of the weight.

Dividing content into distinct, easily identifiable sections, helps readers jump to the topics they care about most without needing to read the entire newsletter.

How to achieve this:

• Use bold headlines to separate sections (e.g., News, Entertainment, Business).
• Bullet points or numbered lists are great for organizing information and keeping it skimmable.
• Consider adding quick summaries or key takeaways at the beginning of each section to save your reader’s time.

A huge portion of newsletter readership happens on mobile devices. A simple layout ensures that the experience is seamless across all devices, whether a reader is on their phone, tablet, or desktop.

How to achieve this:

• Use responsive design to ensure your newsletter is easy to read on mobile.
• Keep subject lines short — mobile screens cut them off early.
• Ensure any CTA buttons or links are easy to click on a smaller screen.
• For Marketing Cloud users, you can learn more about designing for mobile here.

CU Anschutz Today consistently delivers its newsletters on the same day every week, building trust and anticipation among its audience. Regularity is key to keeping readers engaged.

How to achieve this:

• Set a schedule and stick to it, whether it's daily, weekly, or bi-weekly.
• Be consistent in your style and tone, so readers know what to expect when they open your newsletter.

Your subject line is your first (and sometimes only) chance to grab your reader’s attention. Try and use clever, concise subject lines that pique curiosity without being overly vague.

How to achieve this:

• Keep subject lines short (around 40 characters or less).
• Make it relevant to the content inside but leave some mystery or intrigue.
• Use action words or questions that invite readers to open the email.