Email Newsletters

Types of Online Marketing

• 49% of email marketers said their newsletters routinely justified themselves in terms of ROI.
  - MarketingSherpa “Email Marketing Benchmark Guide.” 2008. www.marketingsherpa.com
   
• Users spend 51 seconds reading the average newsletter. The layout and writing both need superb usability to survive in the high-pressure environment of a crowded Inbox. 
   
• Usability is absolutely key in effective email newsletters – across the Nielson-Norman Group study, newsletters lost 19% of potential subscribers due to usability difficulties in the subscription process alone. Newsletters must be perceived as a medium that reduces the burdens of modern life. Even if they are free, the cost in email clutter must be paid for by being helpful and relevant to users.
   
  - Nielsen Norman Group. “Email Newsletter Usability: 165 Design Guidlines for Newsletter Subscription, Content, Account Maintnance, and RSS News Feeds Based on Usability Studies.” Nielsen Norman Group Report. 2006 www.nngroup.com

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