9. Headlines and table of contents. Sometimes users will skim the headlines to get an update or overview of what’s going on in the field covered by the newsletter. The study quotes one participant, who said, ‘I like to keep up to date in the industry, but rarely delve deeper than the cover page.’ Other […]
Usability specialist Jakob Nielsen, of www.useit.com, is best known for his work on the usability of web sites, but he has also conducted usability research on e-newsletters (Nielsen, 2004). This is my summary of some of his main findings:
1. E-newsletters build relationships. Users tend to have a more emotional reaction and connection to e-newsletters than […]
E-mail readers are cynical
In some cases, approaching half our e-mail is now spam. With offers for holy water, losing weight while sitting at your computer, receiving millions from the deceased relative of a government member, every e-mail reader is going to be super-cynical about what you are offering. Professional e-mail marketers therefore have to work […]
The main issues to consider here are the preview pane and image-blocking. Many in a corporate session using readers such as Outlook utilize a preview pane. An Email Labs (2005) survey found that 90 per cent of business users have access to a preview pane, and 69 per cent say they frequently or always use […]
Novo (2003) also suggests two additional measures that can be used to understand customer behaviour and also to set targets for retention marketing. These are the latency and the hurdle rate.
Latency
The latency is the average time between customer events in the customer lifecycle.
Online marketing examples: latency can be applied to these events
web-site visits
second and third […]
