Email Newsletter Usability Study Should Guide Your Work

If you create an email newsletter here is a must read: Email Newsletter Usability from Nielsen Norman Group.

The report, based on a series of studies conducted over several years, shows that email newsletters have a much more personal impact on readers than websites. It also offers a lot of direction on what to do (and not do) to make your e-newsletter successful.

Among the findings to keep in mind:

– The average reader will scan your newsletter for 51 seconds

– Only 19 percent of people read an entire e-newsletter

– The most frequent complaint was about newsletters that arrived too often

– The most frequent advice study participants had for newsletter creators was to “keep it brief.”

Read the study and take it to heart. If at any point you start thinking to yourself that your subscribers and readers are different and the data does not apply, think again. Ignore this terrifc insight at your own peril.