Speed and Relevance Key to E-Newsletters

Participants in the study also advised e-newsletter creators to focus on brevity. E-newsletters should be created in a way that allows for skimming, as the study found that most participants skimmed the newsletters they received rather than reading them completely.

To view an executive summary, or to purchase the third edition of the Nielsen Norman Group Report “Email Newsletter Usability: 165 Design Guidelines for Newsletter Subscription, Content, Account Maintenance, and RSS News Feeds Based on Usability Studies,” visit www.nngroup.com/reports/newsletters