If you use human faces in your newsletters, facial expressions can convey a lot of information.
According to Katelyn Bourgain , founder of the Why We Buy newsletter and an expert in shopping psychology, "The human mind loves visual cues. We naturally look for faces, and even instinctively create them from inanimate objects. It's the same part of your brain that activates when you see a face and also lights up when you see emojis."
But if you dive into human faces and features one step school principals email database further, Katelyn also recommends using gazes strategically and keeping gazes close to your value proposition or CTA (call to action).
In their own words, "People will naturally follow the gaze of the eyes and are more likely to read the copy or notice the product."
#3. Opt for an inclusive approach
One of Dr. Robert Cialdini's seven principles of persuasion is togetherness, which states that if people feel more included, they are much more likely to participate in an activity.
When it comes to newsletter design, this means using inclusive elements in your designs (for example, images of people of different ethnicities or with diverse facial features).
You can also use Dr. Robert Cialdini's principle for producing inclusive content (and not just design and visuals). Some of the recommendations he offers are:
Show how you are different from the crowd
Focus on pain points you can relate to
Invoke location and family ties
Use local languages
Add unique slang
Sharing experiences
Principles of persuation - Opt for an inclusive approach
Source: Influenceatwork
#4. Have a brand bible on hand
Another tip on the list is to have a brand bible on hand, which will help you navigate:
Color palette (for design elements, layout, and content)
Brand colors (and contexts in which to use them)
Designs for multiple channels
Ringtones for different social platforms
Format requirements
Image sizes and types
Fonts and typography
Logo specifications
Brand personalities
This brand bible will allow you to always maintain consistency with your branding and, therefore, make your readers familiar with your brand, regardless of the channel on which they interact with you.
Ultimately, in the long run, this familiarity and trust will lead to an increase in your engagement rates. In fact, there are many studies showing that trust in a brand leads to repeat purchases.
Side note: While this doesn't directly fall into the brand bible, experts also recommend using optimal grids when creating newsletter designs.