Email Articles & Videos

  • Email Newsletters Pick Up Where Websites Leave Off

    Users have highly emotional reactions to newsletters which feel much more personal than websites. In usability testing, success rates were high for subscribe and unsubscribe tasks, but users were frustrated by newsletters that demanded too much of their time.

  • Protecting the User's Mailbox

    Email is a powerful way to reach customers, but overdoing it is risky. Let users know up front that you'll respect their mailboxes. Otherwise, they won't give their email addresses, and you'll lose a unique channel for marketing and customer service.

  • Mailing List Usability

    Mailing list content must be ultra-short. Provide separate email addresses for subscribing and unsubscribing and include info on how to get off in every mailing list message. Improved usability increased subscriptions by 128% in one case study.

  • Reputation Managers are Happening

    Epinions and Google join eBay in maintaining independent ratings of the quality of products, websites, and auction sellers, leading to better customer service and helping users make informed buying decisions.