Competition in the inbox is fierce. Study participants spent an average of 51 seconds reading each e-newsletter they received. With e-mail service providers offering greater inbox storage space, there’s a good chance recipients, if interested in your e-newsletter, will save it. Because of this, the report stresses the importance of using descriptive and enticing subject lines so that recipients not only read your e-newsletter when it’s fresh, but hold on to it.
Participants in the study also advised e-newsletter creators to focus on brevity. E-newsletters should be created in a way that allows for skimming, as the study found that most participants skimmed the newsletters they received rather than reading them completely.
To view an executive summary, or to purchase the third edition of the Nielsen Norman Group Report “Email Newsletter Usability: 165 Design Guidelines for Newsletter Subscription, Content, Account Maintenance, and RSS News Feeds Based on Usability Studies,” visit www.nngroup.com/reports/newsletters