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Nielsen Norman Group – Email Newsletter Design to Increase Conversion & Loyalty (5th Edition)

Name: Nielsen Norman Group - Email Newsletter Design to Increase Conversion & Loyalty (5th Edition)
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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…

SKU: 64ea514f7abc Category: Internet Marketing Tags: Email Newsletter Design to Increase Conversion & Loyalty (5th Edition), Nielsen Norman Group

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Email Newsletter Design to Increase Conversion & Loyalty

5th Edition

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.

Topics covered

Understand how users manage email and email newsletters on various devices
Managing email and email newsletters
Reading newsletters on various devices
Discovering new newsletters
Saving and forwarding newsletters
Impact of spam and unsolicited newsletters
Personal newsletters (B2C) vs. business-related (B2B) newsletters
Subscription process
Link name and placement
Newsletter names and descriptions
Collecting information from users
Confirming subscriptions
Encouraging new subscriptions
Frequency and delivery
Sender information, subject lines, and pre-headers
Content
Content selection
Voice and tone
Personalization
Keeping content fresh
Hyperlinks
Images and videos
Advertising
Layout and visual design
Subscription maintenance and unsubscribing
Unsubscribe links
Maintenance options
Unsubscribe process
How to confirm email newsletter cancellation
Study methodology details, including test tasks, questionnaires, and other study protocols that have been refined through our five rounds of research

Types of newsletters tested

Health (WebMD.com, Babycenter.com, MedHelp.org)
News (USAToday.com, BBC, Cooking.com)
Entertainment (Cooking.com, Dictionary.com, RealSimple.com)
Travel (Lonely Planet, SmarterTravel.com)
E-commerce (Ulta.com, Bob’s Stores, Briggs & Riley)
Financial (SmartMoney.com, Bankrate.com, Morningstar.com)
Sports (MLB.com, Red Sox, New York Rangers)
Work-related newsletters (Monster.com, American Society of Safety Engineers, Dale Carnegie)
Government (USA.gov, New York City Department of Parks & Recreation)
Non-profits (National Restaurant Association, The Compassionate Friends)

What’s new with the 5th Edition?

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.

Research method

The information in this report is based on five rounds of studies, conducted over 10 years. Usability research methods included:

One-on-one usability testing
Eyetracking
Email and online-based diary studies

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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Archive: https://web.archive.org/web/20151203075101/http://www.nngroup.com/reports/email-newsletter-design/