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Digital production

The basics of email newsletters – part 1 (users)

I’ve to recognise – I like newsletters🙂 That’s why I’ve decided to share some recommendations and interesting information I found on the web about this topic.

Let’s get started with some data on how users actually perceive and interact with newsletters.

According to the Nielsen Norman Group Report (“Email Newsletter Usability: Email Newsletter Usability: 149 Design Guidelines for Newsletter Subscription, Content, and Account Maintenance Based on Usability Studies“):

  • The good thing about newsletters is that they create much more of a bond between user and company than a website can. But on the other hand usability problems have much stronger impact on the customer relationship than they normally do.
  • Users spend 51 seconds reading the average newsletter
  • 69 % of users said that they look forward to receiving at least one newsletter, and most users said a newsletter had become part of their routine.

In other words, newsletters is definitely a good way of communicating with your audience but producing a good newsletter requires a lot of usability knowledge.

To be continued…

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