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. We watched and observed as they tried to get on and off subscription lists, maintain their subscriptions, and receive and review issues in their inboxes.
This 666-page report presents 211 design guidelines based on five rounds of usability research. Discussions and 583 screenshot illustrations supplement our findings.
The fifth edition contains new guidelines, increasing from 199 to 211. The fifth round of research was focused on the use of newsletters on mobile devices.
The information in this report is based on five rounds of studies, conducted over 10 years. Usability research methods included:
Representative users tested the usability of 461 newsletters. The studies took place in the United States, Australia, England, Hong Kong, Japan and Sweden.
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