Most newsletters are overdesigned. Headers, banners, sidebars, multiple columns, embedded images, colored backgrounds, decorative elements. All of this visual noise reduces readability and, counterintuitively, makes the newsletter feel less professional, not more.
The best newsletter designs are simple, clean, and focused on one thing: making the content easy to read.
Principle 1: Single Column Layout
Multi-column layouts break on mobile, which is where 60-70% of emails are read. A single column, centered, with a maximum width of 600-650 pixels, ensures readability across all devices.
No sidebar. No floating elements. One column of content, top to bottom.
Principle 2: Typography First
Your font choice communicates more than any graphic element. Use a clean, readable sans-serif font (Inter, Helvetica, Arial) at 16-18px for body text. Line height should be 1.5-1.7x the font size for comfortable reading.
Header hierarchy: - H1: 24-32px, bold, used once (the issue title) - H2: 20-24px, bold, used for section breaks - H3: 18-20px, semi-bold, used sparingly - Body: 16-18px, regular weight
Do not use more than two font sizes in the same section. Consistent typography creates a sense of order and professionalism.
Principle 3: White Space Is Content
Margins and padding are not wasted space. They are design elements that improve readability and reduce cognitive load.
- 40-60px padding on left and right
- 24-32px spacing between sections
- 16-20px spacing between paragraphs
Cramming content edge-to-edge makes your newsletter feel dense and overwhelming. Generous white space makes the same content feel approachable and inviting.
Principle 4: Brand Consistency Without Brand Overload
Your newsletter should be recognizably yours without hitting readers over the head with your brand identity. A simple header with your newsletter name and a consistent color accent is sufficient.
What you need: - Newsletter name in your brand font/style - One accent color used consistently (for headers, links, CTAs) - Consistent header and footer across every issue
What you do not need: - A large logo image in the header - Multiple brand colors competing for attention - Decorative graphics that add no informational value - Social media icons (in the header -- footer is fine)
Principle 5: Images Are Optional
Many of the highest-performing newsletters use zero images in the body content. Text-only newsletters have better deliverability (fewer spam filter triggers), load faster on mobile, and feel more personal -- like a letter rather than a marketing email.
If you do use images: - Maximum one image per section - Always include alt text - Compress to under 100KB per image - Never use images as the primary content carrier (some email clients block images by default)
Principle 6: One CTA Per Issue
Every issue should have one primary call to action. Not three. Not five. One. The more CTAs you include, the lower the click-through rate on each one. Decision fatigue is real.
Your CTA should be: - Clear: The reader knows exactly what they are clicking - Valuable: The reader knows what they get - Visible: Styled as a button or a bold text link - Singular: No competing actions in the same visual space
Principle 7: Mobile-First Design
Design for mobile first. Then check that it works on desktop. Not the other way around.
Mobile-specific considerations: - Tap targets (buttons, links) should be at least 44x44 pixels - Font size should not go below 14px on mobile - Single column layout (non-negotiable) - Short paragraphs (2-3 sentences max) - No horizontal scrolling, ever
What Ted Delivers
Ted designs every newsletter following these principles. Clean, brand-consistent layouts that prioritize readability. No clutter. No gimmicks. Just your content, presented professionally, optimized for every device and email client.