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

(6 customer reviews)

Original price was: $497.00.Current price is: $75.00.

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Description

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.

Get download Nielsen Norman Group – Email Newsletter Design to Increase Conversion & Loyalty (5th Edition) at Forimc.com right now!

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

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

  1. Lindsay Morgan (verified owner)

    I feel more prepared for my career after taking this course.

  2. William (verified owner)

    This course is a game-changer. I feel so much more knowledgeable.

  3. Daniel (verified owner)

    The course was very engaging and easy to follow.

  4. Ryan Walker (verified owner)

    Well-structured and engaging. I feel more confident in my skills now.

  5. Stephanie White (verified owner)

    The examples and case studies were very helpful.

  6. Courtney Stewart (verified owner)

    Great pacing and easy to follow. Perfect for busy professionals.

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