Email newsletters and usability
Latest posts | Feed | By Mark Brownlow on June 13, 2006
Goodness - interesting stuff here in Jakob Nielsen's latest Alertbox.
He tackles the topic of e-newsletter usability, having just produced a weighty report on the topic (which you can buy at his site).
He reveals several little insights from the report, but the two that stood out for me are...
1. Most people skip the introduction. This is not good, because it's often the friendly little introduction that helps you set yourself apart from the faceless blurb offered by other newsletters.
This means you need to get the human voice into *all* your newsletter content and not just the editorial or introduction. Or find someway of making your intro unmissable, too.
2. Nielsen is very down on the value of RSS as a replacement for newsletters. His conclusion: while RSS has its place with particular audiences, it's nowhere near as good as a newsletter for achieving goals like reader engagement, awareness and brand reinforcement.
Great stuff.
He tackles the topic of e-newsletter usability, having just produced a weighty report on the topic (which you can buy at his site).
He reveals several little insights from the report, but the two that stood out for me are...
1. Most people skip the introduction. This is not good, because it's often the friendly little introduction that helps you set yourself apart from the faceless blurb offered by other newsletters.
This means you need to get the human voice into *all* your newsletter content and not just the editorial or introduction. Or find someway of making your intro unmissable, too.
2. Nielsen is very down on the value of RSS as a replacement for newsletters. His conclusion: while RSS has its place with particular audiences, it's nowhere near as good as a newsletter for achieving goals like reader engagement, awareness and brand reinforcement.
Great stuff.
[This post brought to you by Campaigner Email Marketing]
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter
Permalink | Add to del.icio.us | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | as a biweekly newsletter
Sign-up for the Email Marketing Reports NEWSLETTER
Twice a month, free, packed with email marketing advice and all the posts from this blog.
Twice a month, free, packed with email marketing advice and all the posts from this blog.
0 Comments:
