Nielsen Norman Group – Email Newsletter Design to Increase Conversion & Loyalty (5th Edition)
Nielsen Norman Group – Email Newsletter Design to Increase Conversion & Loyalty (5th Edition)
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Newsletters can create much more of a bond between a user and a company than a website can. However, usability problems have a much stronger impact. This report shows what happened when real people used a broad set of real newsletters…
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Description
Email Newsletter Design to Increase Conversion & Loyalty
5th edition
Newsletters can create more of a bond between a user and a company than a website can. The impact of usability problems is stronger. The report shows what happened when people used real newsletters. We watched as they tried to get on and off subscription lists, maintain their subscriptions, and receive and review issues in their inboxes.
This is what it is. 666 pages. The report presents. There are design guidelines. There were five rounds of research. There are discussions. There are 583 illustrations. We need to supplement our findings.
Topics covered
- Understand how users manage email and email newsletters on various devices
- Managing email and email newsletters
- Reading newsletters on various devices
- Discovering new newsletters
- Saving and forwarding newsletters
- Impact of spam and unsolicited newsletters
- Personal newsletters (B2C) vs. business-related (B2B) newsletters
- Subscription process
- Link name and placement
- Newsletter names and descriptions
- Collecting information from users
- Confirming subscriptions
- Encouraging new subscriptions
- Frequency and delivery
- Sender information, subject lines, and pre-headers
- Content
- Content selection
- Voice and tone
- Personalization
- Keeping content fresh
- Hyperlinks
- Images and videos
- Advertising
- Layout and visual design
- Subscription maintenance and unsubscribing
- Unsubscribe links
- Maintenance options
- Unsubscribe process
- How to confirm email newsletter cancellation
- Study methodology details, including test tasks, questionnaires, and other study protocols that have been refined through our five rounds of research
There are different types of newsletters that have been tested.
- Health (WebMD.com, Babycenter.com, MedHelp.org)
- News (USAToday.com, BBC, Cooking.com)
- Entertainment (Cooking.com, Dictionary.com, RealSimple.com)
- Travel (Lonely Planet, SmarterTravel.com)
- E-commerce (Ulta.com, Bob’s Stores, Briggs & Riley)
- Financial (SmartMoney.com, Bankrate.com, Morningstar.com)
- Sports (MLB.com, Red Sox, New York Rangers)
- Work-related newsletters (Monster.com, American Society of Safety Engineers, Dale Carnegie)
- Government (USA.gov, New York City Department of Parks & Recreation)
- Non-profits (National Restaurant Association, The Compassionate Friends)
What’s new with the 5th Edition?
There are new guidelines in the fifth edition. The use of newsletters on mobile devices was the focus of the fifth round of research.
Research method
There are five rounds of studies conducted over the course of 10 years. Usability research methods are included.
- One-on-one usability testing
- Eyetracking
- Email and online-based diary studies
The newsletters were tested by representative users. The studies were done in the United States, Australia, England, Hong Kong, Japan and Sweden.
You can get the email newsletter design to increase conversion and loyalty from the Nielsen Norman Group at nextskillup.com.
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