Mailing Usability
Good Monday morning, %% username %%
Today I would like to talk about what techniques should be applied, and what better to refuse in the mailing lists for their clients.
What is the purpose of the newsletter? Timely inform the addressee of the latest information about your company / services / news. But most of the compilers of such newsletters often do not think through a psychological factor that plays a significant role. Interesting? Welcome under cat.
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In order not to be unfounded, I will say that what has been said below is not a creation of my mind, but the result of the work of Jacob Nielsen . The topic is a free translation of this article .
The big problem of many mailings is their volume. No need to lay in a single letter plans for the company for 5 years ahead. It will be quite enough to describe the essence that you want to convey to the addressee in the form of one or two paragraphs. If you think that a person should find out in more detail about your “information”, give him an external link from a letter, where he will read everything perfectly, if he needs it.
In the image on the left you can see the heat map of human attention. Extremely eye-catching areas are highlighted in red, an average accent on attention is highlighted in yellow, while blue negates the importance of space.
What does this card give us? First, always leave relatively empty areas - do not litter every corner. Do not do additional information in a third-party unit is very attractive, focus on the main content.
Here we can observe the rule of the "first two words" in the title. The idea is simple - the user reads the received letter fluently, filtering “important” information for him, therefore the brain catches the first few words of the heading. From this we can make a simple conclusion - the semantic part of the title should be at the beginning.
When making announcements for anything, do not rant much. Nielsen, as a result of his research, found that 67% of people simply do not read these announcements. Therefore, it is acceptable to keep brief descriptions as brief as possible.
Why so izgolyatsya you ask? The answer lies again in the statistics from Nielsen. The user spends an average of 51 seconds reading a letter, although it is difficult to read it, because a person's eyes study the first 35% of the letter, which in turn hints at the beginning of the most important information for the reader.
Studies have also shown that the recipient reads on average until the end of only 19% of incoming mail.
Today I would like to talk about what techniques should be applied, and what better to refuse in the mailing lists for their clients.
What is the purpose of the newsletter? Timely inform the addressee of the latest information about your company / services / news. But most of the compilers of such newsletters often do not think through a psychological factor that plays a significant role. Interesting? Welcome under cat.
')
In order not to be unfounded, I will say that what has been said below is not a creation of my mind, but the result of the work of Jacob Nielsen . The topic is a free translation of this article .
Do not write novels!
The big problem of many mailings is their volume. No need to lay in a single letter plans for the company for 5 years ahead. It will be quite enough to describe the essence that you want to convey to the addressee in the form of one or two paragraphs. If you think that a person should find out in more detail about your “information”, give him an external link from a letter, where he will read everything perfectly, if he needs it.
Heat map
In the image on the left you can see the heat map of human attention. Extremely eye-catching areas are highlighted in red, an average accent on attention is highlighted in yellow, while blue negates the importance of space.
What does this card give us? First, always leave relatively empty areas - do not litter every corner. Do not do additional information in a third-party unit is very attractive, focus on the main content.
Here we can observe the rule of the "first two words" in the title. The idea is simple - the user reads the received letter fluently, filtering “important” information for him, therefore the brain catches the first few words of the heading. From this we can make a simple conclusion - the semantic part of the title should be at the beginning.
Announcements aren't so important.
When making announcements for anything, do not rant much. Nielsen, as a result of his research, found that 67% of people simply do not read these announcements. Therefore, it is acceptable to keep brief descriptions as brief as possible.
Why all this?
Why so izgolyatsya you ask? The answer lies again in the statistics from Nielsen. The user spends an average of 51 seconds reading a letter, although it is difficult to read it, because a person's eyes study the first 35% of the letter, which in turn hints at the beginning of the most important information for the reader.
Studies have also shown that the recipient reads on average until the end of only 19% of incoming mail.
Summing up
- Brevity is the soul of wit. Take important information to the top of the letter;
- Optimize headers. After all, the title "Tips for improving mailing usability" will look better like this - "Mailing Usability, Tips and Recommendations";
- Write essentially, avoid introductory speeches and digressions. Instead, simply make a key sentence that prompts the action you expect from the reader;
- Use images explaining the essence of the letter. It's so easy to read!
- Do not make a column with text more than 60 characters wide, it complicates the perception of the text;
- Although it is obvious, use the left alignment for clear perception. The exception will be the recipients reading from right to left.
Source: https://habr.com/ru/post/113709/
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